Vodafone Ireland drives customer focused obsession across its digital channels

Vodafone Ireland provides mobile services, broadband and TV, plus a suite of emerging products. Today, there’s a huge demand in the company for innovation, with new products being regularly released and plenty more in the pipeline. And not surprisingly, online is often the first interaction Vodafone customers have with the business. With customers at the centre of the business, the Vodafone Ireland team has its sights set on continuously making sure their customers and potential customers feel valued.

Fran Jordan (Design & Content Chapter Lead at Vodafone) and his team have therefore invested in a solution that will help guide them in the realisation of these goals. Since 2021, Vodafone Ireland has been using Mopinion for Websites and Mopinion for Apps to fuel their digital strategy.

Here’s their story…

When our customers visit us through the online website or app, we want them to have the best possible online experience and feel the value we aim to provide them with.

Fran Jordan, Design & Content Chapter Lead at Vodafone Ireland

Vodafone Ireland’s prospects and existing customers use the website and mobile app for many different reasons. These channels are there to serve up information about the product and services, enable purchasing, offer user support and facilitate user subscription management activities (via MyVodafone) such as monitoring usage, upgrading accounts, payments and more. Driven by a customer focused obsession, it is very important to Vodafone that these channels are fully optimised and user friendly, enabling the customer to quickly and easily reach their goals.


Experience survey on the Vodafone support page

“We put the customer at the centre of the business. Our digital team leads the way in cultivating empathy for customers, through considering the experience of all digital touchpoints.”

Uncovering the ‘why’ behind customer behaviour

Prior to working with Mopinion, Vodafone Ireland was using a heatmapping tool to gather insights into the customer journey. However, because they needed a solution which also offered in-app capabilities and one that would give them a deeper level of insights, they decided to look further.

With the data taken from their analytics tools Decibel and Adobe Analytics (as well as insights gathered from remote user testing), Fran and his team were successfully able to identify bugs and make assumptions about which problems customers were running into. But they weren’t able to put a shape on why…

We needed a solution that we could also use for our app that would help us not only validate our assumptions, but also help reveal the ‘why’ behind customer behaviours. By uncovering these gaps in our understanding we knew we would be better equipped to serve our customers

Higher engagement and in-depth insights

With Mopinion, Vodafone Ireland has created a robust customer feedback program that drives their customer focus obsession and helps them validate their ideas on both their website and within their mobile app.

Fran also shares that they have seen some excellent results since the implementation of conversational surveys.

We have experienced nearly 60% more engagement with our conversational feedback surveys as opposed to the standard, passive surveys. It seems that our customers perceive this type of survey as more of a conversation rather than a poll. It’s more engaging and likely feels ‘quicker’ for them

Conversational feedback is a relatively new-to-market approach which was just released this year (2022) within the Mopinion software. For customers, conversational feedback is just like chatting with an employee from the organisation. By way of a pop-up survey, feedback button or an embedded survey, the customer is presented with the experience of a chat.

The team has deployed surveys across different funnels (i.e. support pages, checkout funnels and more), many of which are focused on identifying whether the user has achieved his/her goals. They gather this feedback using the metric Goal Completion Rate (GCR) alongside relevant follow up questions in an open comment format.


Vodafone GCR surveys

Additionally, Vodafone leverages content surveys to evaluate the information provided on pages such as the Support page.

This wide range of web and mobile surveys and questions helps them gather relevant and meaningful data about the customer journey.

Spreading the word on customer feedback

Vodafone Ireland is pleased with the results thus far using Mopinion.

The insights we gather from Mopinion have really helped shape our strategy and have enabled us to focus on the right problems. We can now quickly validate ideas we have and drive our customer focused obsession.

Currently their design team is the only team working with the solution, however they have plans to extend their customer feedback program to other relevant roles within Vodafone Ireland such as product owners and the brand performance team.

“We’re anxious to see how feedback will help these teams as well when it comes to putting a better shape to their plans, whether that’s research plans or new products.”