Vodafone operates in Turkey as the second largest Global System for Mobile Communications (GSM). With over 18 million customers and various global branches, Vodafone is one of the fastest growing and most profitable at operation companies.
High Value Customers form an indispensable segment for Vodafone because they pay more and help reinforce a specific brand image.
For Vodafone Turkey, they knew that it was vital to understand their customer. The local telecom market is extremely competitive, and whoever understands their customers the best will have an advantage.
When we were asked to help understand Vodafone’s customers, we knew what our objectives were.
We created samples of each segment and reached out to them for interviews, largely using ‘shadowing’ methods over a period of six days and 7 days of Ethnogram’s unique ‘Life Evidence Kit’. The Kit allows us to have a breakdown of the average customer’s daily life, so we can get a peek into their mindset, actions, and attitudes.
The Ethnogram Life Evidence Kit
With the research, Ethnogram:
Alongside participants from Vodafone, we conducted 3 workshops designed to prototype ideas. Future HVC services and telecom plans were designed and outlined for Vodafone, all using the information we gathered during the research phase.