Vodafone (UK)

Telecommunications in the UK

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Vodafone overall Effort Score

last Quarter

Sector Effort Score benchmark

last Quarter

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, but with Plusnet in second adding +3, it's once again getting tight at the top.

Looking into the pillars, two have increased and two remain flat. Style of Communication and Knowledge & Expertise remain flat wave on wave, while Valuing the Customer and Speed of Resolving Problems are up by +2.

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?

Style of Communication

last quarter

53% say the politeness of their customer service agents is 'excellent'

50% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge & Expertise

last quarter

47% rate the expertise of the customer service agent as 'excellent'

45% say the way details were clearly explained to them was 'excellent'

45% rate how well the customer service agent understood their particular problem or question as 'excellent'

Valuing the Customer

last quarter

45% rate this brand as 'excellent' for how they made them feel valued/important as a customer

44% say the way they understood their needs was 'excellent'

46% say the range of solutions or options that were suitable was "excellent"

Speed of Resolving Problems

last quarter

43% rate how easy it was to find the information they wanted on the website/app as 'excellent'

47% rate how they were able to achieve what they set out to do, or resolve their issue, with the first agent they contacted as "excellent"

45% rate how quickly they were able to achieve they they set out to do, or resolve their issue as 'excellent'

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