MGT605: Vodafone Business Capstone Project on Customer Engagement

This capstone project examines Vodafone's customer engagement strategy within the competitive telecommunications industry. The project explores customer engagement, customer experience, and customer interaction on social media, relating these concepts to the relationship marketing theory. The research utilizes a qualitative approach, analyzing secondary data from Vodafone's annual reports, its website, social media platforms and Australian telecommunication industry reports to identify the key issues and provide insights into the customer experience. The analysis highlights the importance of understanding customer needs and delivering exceptional services to foster customer loyalty and achieve sustainable growth. The project concludes by emphasizing how Vodafone can pinpoint customer problems in real-time, leading to faster and more effective solutions. The research also presents the impact of social media interaction on customer engagement and business growth.

V O D A F O N E
Business capstone project

Introduction
Customer engagement
Addressing customer engagement
Customer experience
Customer interaction on social media
Theory
Methodology

About vodafone
Australian telecommunication company
Provides mobile and fixed broadband services
Employs 2500 people at its Sydney,
Melbourne, Brisbane, Adelaide and Perth
offices, contact center in Hobart
Owned more than 120 retail stores
throughout Australia.

Customer engagement
Intensity of the customer (Galbreath & Shum,
2012.
To participate and connect with the activities
of the company
Have interaction with customers
Depends on the brand marketing
Brings motivational state (Naumann &
Bowden, 2015) .

Addressing customer engagement
It is about encouraging customers
To interact and share experiences created by
the Vodafone as a business
Follow strong customer strategy which leads
to loyalty
Aims at clients succeed
Achieving sustainable growth in the
competitive market ( Brodie, Hollebeek, &
Conduit, 2015).

Ways of addressing customer engagement
Knowing Customer environment
Pinpoint the main issues
Satisfying customer experience

Customer experience
Starts with the culture of the Vodafone
It is imperative
It increases the customer satisfaction and the
advocacy
80% customers in Australia pay more for
certain products to get best experience
Providing exceptional services without
considering net worth of the
companybusiness (Hapsari, Clemes, & Dean,
2017).

Graph – customer experience
(Source: Hapsari, Clemes, & Dean, 2017

Customer interaction on social media
There is voice personas on twitter
Products get known through the reviews from
twitter
Drive engagement and traffic new clients to
website to build a brand
 increase customer base
Brand credibility and brand recognition
(Fernandes & Esteves, 2016).

Graphs – customer interaction on social media

Group operating costs- Vodafone

Theory – relationship marketing theory
It is about attracting customers
Keeping customers around the business
Aim of this theory is establishment of loyalty
It is Practical in customer service delivery
As per this theory, it represents the
experience that the customer of Vodafone
had.