5/10/2010 10:03:00 AM
Vodafone reviews consumer indirect channel strategy
Vodafone has reviewed its strategy for its consumer indirect channels - such as Carphone Warehouse, Phones 4u, Tesco, Argos and Littlewoods - with a focus on 'quality' rather than volume.
Vodafone wants to position itself as the 'easiest network to deal with', the operator's head of channel partners, Nick Birtwistle told Mobile.
The newtork invited its indirect consumer channel partners to a conference on 6 May at its Newbury headquarters to explain that it has re-organised, restructured and raised the profile of the indirect channel internally.
Vodafone will now reward its partners for quality rather than volume.
Birtwistle said: 'We started this [rewarding partners on quality] with a few of our partners in a trial and now we will be working on that broad principle. It is not just a short term thing. The start point is our customer and its more about the simple things like rewarding for quality rather than volume.'
Birtwistle added: 'We were talking about the experience we want to give to our channel partners. There will be a lot of rewards if we are able to establish ourselves as the easiest network to deal with.'
Vodafone had earlier carried out a survey with its channel partners to find out about their experience of working with the network.
Birtwistle said: 'We want to work more closely with our partners and we want to align behaviours and objectives between Vodafone and partners. We will be rewarding and incentivising channels.'
Vodafone UK chief Guy Laurence also attended the conference and made a speech to the partners underlining their importance.