Power 50 Profile: Mike Durbridge, head of direct sales, Vodafone UK

Power 50 Profile: Mike Durbridge, head of direct sales, Vodafone UK

2011 Retailers


Back in 2009, Vodafone retail was seen as unexciting and underperforming. With Vodafone's revamped consumer offerings to add wind in his sales, in 2010 Durbridge helped turn retail around. He put retail at the heart of Vodafone's offering and began to build it as a differentiator.

Strong financial results followed. Winning Guy Laurence's sanction for a major store investment programme was a sign of Durbridge's influence. Another major achievement was building a retail proposition that is consistent across call centre, online and retail channels.

Customers can now order online and collect in store – where they can walk out working. Modelled on Argos, this combination of convenience and consistency of service has been hugely popular with customers.

Written by Mobile Today
Mobile Today

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