Brand analysis
It had to end eventually. Vodafone – which has sat at the top of the Telecommunication in Australia table since the Customer Effort Index’s inception – has finally been unseated.
Its Overall Effort Score has remained wave on wave – at 57, with modest growth of +1 recorded in three out of the four pillars. Knowledge & Expertise, Valuing the Customer and Speed of Resolving Problems all saw gains.
However, it’s Windstream adding +9 to its Overall Effort Score which means Vodafone now is second – and by some distance.
Earlier this year, Vodafone more than doubled its mobile coverage area with a partnership with Optus, increasing its reach to 98.4% of the Australia population from 95.4% – or an extra 800,000 people. The brand launched double data discounts and AU$10 off mobile plans, as well as price slashes on handsets to reach these new customers.
