Vodafone Ireland’s Brian Corish: Digital Is The CX Strategy, Not Part Of It

The head of digital at the telecoms provider gets the message that the company has “to start with digital” in order to become a customer-driven business.

Digital isn’t part of the Vodafone Ireland’s customer experience strategy; it is the customer experience strategy.

That’s the view of Vodafone Ireland head of digital Brian Corish, speaking to CMO.com at Adobe Summit EMEA 2016 (Adobe is CMO.com’s parent organisation).

The catalyst for this realisation was data showing that over four-fifths of its contact with customers come through digital channels.

“Eighty-one per cent of our contacts with our customers are digital, and the rest are through the other channels,” he said. “So if we’re changing customer experience and we’re trying to be a customer-driven company, we have to start with digital, not see digital as part of a customer experience strategy.”

Vodafone now sees its My Vodafone app as the key to understanding customer behaviour across channels.

“You’re using that device to go online to shop, but also, through the app, we now know when you go to a store. We now know when you call us because there’s click-to-call in the app. So it’s a great way for us to understand customer behaviour. It’s actually the key to it really.”