Consumers
We engage with customers in many ways as part of our normal operations, for example through our retail outlets, contact centres and customer research.
Reputation
Understanding the attitudes of consumers towards CR issues is critical to getting our strategy right. We run regular perception surveys across our markets to evaluate our reputation in individual markets and globally. We ask questions on a range of reputation and CR issues such as integrity, being a fair employer, community support, and environmental responsibility. The research helps identify areas for Vodafone to focus on to improve its overall reputation.
In 2007/08, we commissioned consumer research on our reputation in seven markets: New Zealand, Egypt, Spain, Romania, Portugal, Greece and Australia. This adds to research carried out in the Netherlands, the UK, Greece and Italy in 2006/07. CR perception questions are also included in our regular Brand Health Tracker research.
Issue specific
It is also valuable to gauge consumer views on specific issues. For example, we have conducted research on mobile phones and health, privacy, content standards and mobile phone usage among young people.
In 2007/08, we surveyed families in Germany, Italy, Portugal, Spain and the UK to understand the role of technology in the family and identify key concerns for parents and children. See content standards.
We conduct research every two to three years to track public perceptions of possible health effects of radio frequency fields and understand concerns associated with our network deployment. In 2005/06, we commissioned a survey of 17,000 members of the public in 18 markets on these issues. See mobile phones masts and health and network deployment.