Customer care development 'critical', says Vodafone

Investing in the development of customer care skills ultimately pays off for businesses, it has been suggested.

Jane Hext, the award-winning director of customer services at Vodafone UK, noted that managers often view their customer care division primarily as a cost, rather than "a direct revenue-generating part of the business".

"I can completely understand that. It was the perception historically but it's changing," she remarked to Mobile Today.

Vodafone's representative pointed out that retention has risen up her organisation's agenda in recent months - and pushed customer care further into the foreground.

"There is recognition here that customer service is critical to what we do, and the experience we provide to customers is fundamental to being different in the market," she observed.

After implementing measures to address customer concerns and complaints faster and more effectively, Ms Hext claims Vodafone has doubled its service take-up, though she underlined the firm's determination to continue sharpening its communicative qualities.

Jane Hext was named Leader of the Year at last year's UK Customer Excellence Awards, run by the Customer Contact Association and judged by leaders from top companies including the Royal Bank of Scotland, Prudential and Alliance and Leicester.

Vodafone's fellow high-street mobile giant, Orange, has also reportedly channelled £5 million of funding into the development of its customer care provision.