BU 682 - Analyzing Vodafone's Customer-Centric B2B Marketing Approach

This report provides an analysis of Vodafone's B2B marketing strategy, emphasizing its customer-centric approach. Vodafone's focus on customer satisfaction, retention, and loyalty is examined, highlighting how the company uses this strategy to drive business growth and achieve recognition, such as the 2018 B2B Marketing Award. The report discusses the importance of understanding customer needs, providing excellent customer service, and creating a digital native culture to enhance customer engagement and build long-term relationships. It also touches on areas for improvement, such as strengthening customer retention efforts and leveraging customer relationship management to gain a 360-degree view of the customer. The analysis concludes that Vodafone's commitment to putting customers at the heart of its business has been instrumental in its success, driving sales volume and profit.

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STUDENT NAME:
STUDENT ID:
TOPIC: MARKETING WATCH
DATE: 30-1-2019

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Introduction
The article reflects B2B marketing company and marketing strategies. Vodafone has revealed
that it uses a customer-centric approach to focus on transforming the best outcome for the
company. The detail and the discussion about the article are presented with the customer-centric
strategy used by Vodafone.
Discussion
Vodafone is an updated brand that designs the product while keeping in mind the customer-
centric approach. The company is one of the top experts in 2019 Global Trends Report.
According to the research, there are 88% organizations that have hugely transformed their
activities to a customer-centric approach. Companies now have focused on customer satisfaction
as one of the main objectives of the business. The major discussion in the article is about
customer service that Vodafone provides to its clients and customers with a satisfactory approach
to the digital journey. The brand is continuously trying to refresh the business objective that
reflects customer satisfaction. The most prominent element that a company ensures is about
customer satisfaction rate and retaining customers for the long term relationship. Vodafone is a
customer-centric company that provides a positive influence for customers to engage with the
company and deal with repeat business in order to capture profits and loyalty.
Concept
The updated brand “Vodafone” has designed products to gain customer attention and loyalty.
The concept, customer-centric seems that customer is at the heart of the organization to increase
the customer satisfaction rate and a lifetime value built with customers (Kim, 2012). It takes time
to work for the customer-centric organization and Vodafone has gradually been one of the
companies that is customer-centric organization. The way of doing business as per the need of
the customer is a customer-centric approach. Furthermore, the needs of customers are focused
and are understood by the company in terms of products and services that satisfy the company
and leads to an effective commitment that the organization promises to its customers. Good
service is provided by Vodafone and thereby it satisfies customers in order to create a culture
that represents the need of customers and fulfills the requirement with effective strategies in the
business. Genuine products and services are provided by Vodafone as it delivers quality and

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commitment to customers. It is important that the company works constantly on the customer-
centric approach as customers, in the long run, expect the company to become a digital native
culture (Teece, 2010).
Digital native culture is created by Vodafone while offering effective customer service. At the
same time, a great experience is built by customers. An awareness stage is created by Vodafone
which reflects the purchasing process to be carried by customers. This is a strategy where
customers are attracted, the awareness stage is created, the purchasing process is focused, post-
purchase services are provided and thereby customer satisfaction is created. This is the reason
why customers are kept first and the core business activities are carried on for better sales
volume and profit. By putting customer centricity at the core, the business combines customer
relationship management that determines the 360 views of the customer. Customer centricity
works for customer focused leadership, feedback that drives improvement, metrics for increased
performance, design the experience and understanding customers are the major elements.
Vodafone focuses on customer-centric efforts but needs to work on several concepts such as
customer retention efforts. Customer retention is a strategy that holds back the customers and
creates awareness about new products and services that the company offers to its loyal
customers.
Strategy
The customer-centric strategy is effectively used by Vodafone and is enlisted in the 2019 Global
Trends Report. The real focus of Vodafone was on customers as discussed by CMO of
Vodafone. The best phrase that the company has been working for long is to solve the problems
of customers and the challenges. The best outcome is delivered by the company while taking into
account the major reflection of strategic marketing. The brand focused on showing how well the
company is working together to enhance the customer-centric approach. The company has
engaged in focusing on a partnership with customers rather than just working with digital
technologies. Customers are at the heart of the company which basically is shown with new and
refreshed brands. Commitment and loyalty are expressed with customer-centric strategy and
business ambition is delivered to customers while keeping customers at the center and in front of
the creative campaign. Vodafone has won “2018 B2B Marketing Award.” The B2B award
reveals the best customer experience which is an incredible and a fast-moving pace Vodafone

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has rendered. A personal touch of customer engagement and customer satisfaction is felt with the
products and services Vodafone delivers.
Critical analysis
The article presents the importance of the customer-centric strategy that Vodafone implements. It
is rather important to critically analyze the customer retention strategy at the same time. There
are ways in which the company can increase the sales volume. Addressing the needs of
customers and retaining customers is the strategy that can be implemented effectively. Acquiring
new customers is an additional cost, but retaining the existing customers is as important.
Customer feedback is gained and it is significant to solve customer issues in a short time.
Dissatisfied customers are the main reason the customers leave a company. In order to attract
potential customers, continuously loyalty should be earned with retention strategies. Customer
relationship management is the ultimate way to know the customer and to understand the needs.
Conclusion
The report consist the B2B marketing company and the marketing strategy implemented by
Vodafone. Vodafone has revealed a customer-centric strategy for enhanced business growth.
Customers are at the center of the heart for the company and thereby it has achieved 2018 B2B
marketing award in gaining customer attention and understanding the needs.

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References
Kim, M., Eun Park, J., Dubinsky, A. J., & Chaiy, S. (2012). “Frequency of CRM implementation
activities: a customer-centric view.” Journal of Services Marketing, 26(2), 83-93.
Teece, D. J. (2010). “Business Models, Business Strategy and Innovation”, Long Range
Planning, 43 (2-3): 172–194.
URL LINK: https://www.b2bmarketing.net/en/resources/news/vodafone-business-unveils-brand-
refresh