Customer Experience Management for Vodafone Australia

Running Head: CUSTOMER EXPERIENCE MANAGEMENT
Customer Experience Management
Name of the Student
Name of the University
Author Note

1CUSTOMER EXPERIENCE MANAGEMENT
Table of Contents
1. Introduction..............................................................................................................................2
2. About Vodafone Australia........................................................................................................2
3. Customer Segmentation of Vodafone, Australia......................................................................3
4. Customer Experience Management Strategy of Vodafone Australia......................................3
4.1. Offering Top up Credit at Affordable Prices....................................................................3
4.2. Unlimited Calling and Internet Services...........................................................................4
4.3. Instant Resolution of Phone and Internet Network Connectivity Issues..............................4
4.4. Unlimited Internet for 3 to 4 Months for a Fixed Sum.....................................................5
4.5. Improved and Easily Accessible Customer Services........................................................5
Conclusion.......................................................................................................................................6
References and Bibliography...........................................................................................................7

2CUSTOMER EXPERIENCE MANAGEMENT
1. Introduction
Customer experience management refers to the process by which a company tracks,
oversees as well as organizes interactions between that organization and an individual customer
over the period of the customer lifecycle. The main goal of customer experience management is
to optimize customer experiences and to ensure customer loyalty as much as possible (Homburg
et al., 2017). This report prepares a customer experience strategy for Vodafone, Australia, that it
can use in order to improve the telecom and mobile internet experiences of its customers and
retain customer loyalty over a long period of time.
2. About Vodafone Australia
Vodafone Australia, known also as Vodafone Hutchinson Australia, is one of the largest
mobile companies in the country, catering to as many as 5.8 million customers. It offers mobile
and fixed line services as well as broadband services through the country’s national broadband
network. The company is owned partially by the Vodafone Group and partially by Hutchison
Telecommunications Australia (Vodafone.com, 2018). When it comes to the services provided
by Vodafone Australia, customers get to avail mobile and fixed line services both. The
connectivity is known to be excellent for the most part with services seldom ever being
disrupted. As far as internet services are concerned, both 2G and 3G internet speeds were made
available to customers at some point, operating under a single network. Upon the arrival of 4G
internet and the increasing use of 3G and 4G internet speeds only, the company shut down its 2G
internet services entirely in the month of June in 2018. Vodafone is a company that is
particularly well known for the sponsorship of sporting events in Australia. It has a large and