Brand analysis
Vodafone is once again the outright frontrunner in the telecommunications in the UK table.
The UK’s third biggest network (by number of subscribers) has added +1 to its Overall Effort Score, putting clear daylight between itself and second place, taken in this wave's results by Plusnet.
It’s a positive story for the component pillars too – all four are up on last quarter. Valuing the Customer is up by +2 while the other three are up by +1.
Vodafone recently announced that it is building on its existing virtual assistant, TOBi, by developing a customer agency solution – SuperAgent. In partnership with Microsoft Azure AI Foundry, Azure OpenAI Service, and Microsoft Copilot along with Azure AI Search, SuperAgent has already been piloted and resulted in more highly personalised services and higher customer satisfaction.
TOBi processes around 1 million interactions per month, solving 70% of them in the first time of asking. Its AI chatbot for VOXI Mobile received industry recognition at the Mobile Industry Awards last September.
As the business rolls out this update this year, will we see its Customer Effort Score rise even higher?
