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Strategy
Customer
We seek to differentiate ourselves from our competitors by
offering customers the best network, best value and best service.
To measure the quality of the customer experience, we use the
net promoter score (NPS) based on one question: “Would you
recommend Vodacom to your family, friends and colleagues?”
We use Brand Consideration to understand and assess our
brand perception amongst brand users and brand non-users:
“Would you consider us based on your perception?”.
We use market share to track our position in the market.
#1
#1
#1
position in South Africa
Brand leadership
position in all markets
Service revenue market share
in two out of four International operations
in NPS in South Africa 15 point lead on our closest competitor
NPS
Vodacom Group Limited
Integrated report for the year ended 31 March 2016
24
Our strategic targets
Clear market share leadership in all
markets through segmented offerings
and best distribution.
Grow NPS and brand leadership
through sustained network
leadership, differentiated customer
experience and best value.
Consistently achieve a five-point lead.
Our performance in 2016