Prize winner Turkish Vodafone ignores customer criticism on the net
A Short Article About Customer Satisfaction (dissatisfaction actually) for Vodafone Turkey
The most cruical point in marketing has been “CRM” (Client Relations Management) in the recent decade.
In fact this business expression is much more meaningful in countries with better educated customers who also possess a higher sense of consciousness.
Companies worldwide spend billions of dollars to make sure they can reach their target client portfolio or better expressed they take necessary steps to make sure they can successfully adapt to the needs of the customers making up the market.
That is why they spend every effort and financial sources as well to be one step (preferably more) ahead of their competitors. This certainly has to do with the effort not to ignore customer loyalty, as well.
Unilever for instance is known to be one of such companies which attributes GREAT IMPORTANCE to “what the customer really wants” question (certainly what the customers is not pleased with, as well).
Vodafone on the other hand, a global giant in the IT and Telecommunication sector, has entered the Turkish market about a decade ago after buying TELSIM (the second large GSM company at the time) and gained a considerable share.
Vodafone unfortunately though, has not shown the performance one would have expected from such a giant and reputable company in terms of service quality (call it product qaulity in this case) and customer service efficiency.
Vodafone has faced so many critiques from customers which are easily reachable on the internet but has not even responded to most of them. Ignore could be the right word, maybe..
To provide an example, if you should write 3G modem, or 3G VODAFONE on GOOGLE.COM.TR you would come accross a page with below URL;
query on Google.com.tr => vodafone 3g modem
query result: GOOGLE PAGE 1, ROW 6-7
On this page there is harsh criticism for Vodafone’s services and it has been there for over 2 years now. The most interesting thing is NO BODY FROM VODAFONE TURKEY HAS BOTHERED TO CALL to ask “Well buddy.. What is your problem with our service? Are you still having difficulty with it? What can we do to improve the situation? This is what we have done about it so far or what we are going to do” etc etc…
It is amazing that PR (public department) staff (including the manager in charge) have not seen and read referred page and got back to people who have put up said information there. (well, about 24,000 visitors have done so anyway !!)
They have either ignored this situation or they have not been doing their jobsproperly by collecting market feed back about their
services
We consider both situaations “failure” in terms of marketing performance and still keep our hope that they will get back to us. It goes without saying that this message is for Ms. Serpil Timuray (Vodafone CEO in Turkey), as well.
Mustafa HUNCA, Editor
Here is the news
Vodafone Turkey wins seven prizes in Stevie business awards
Vodafone Turkey has won seven prizes in seven different categories at the International Stevie Awards, the mobile operator said Thursday.
Vodafone Turkey said it had won golden award in “the best sales department of the year,” three silver awards in “the best national sales team of the year,” in “the best sales transformation” and “the best use of technology in customer services.”
The company won three bronze awards in the categories of “IVR and web solutions,” “innovation in customer services” and “the best customer services of the year.”
1 March 2012
