Protecting our customers from the frontline

Across our footprint, Vodafone supports over 355 million mobile and broadband customers across 15 countries. Two key touchpoints in that experience are our retail stores and call centres, where real conversations and meaningful connections happen every day.

Today, we’re speaking with two of the people who help make that possible: Anthony Maguire, Senior Retail Channel Manager at Vodafone Ireland, and Surekha Desai, Head of CARE & Business Operations at VOIS.

With expertise in retail stores and call centre operations, respectively, Anthony and Surekha work at the forefront of customer safety. Together they form the bulwark of Vodafone’s customer experience, and it is their innovative work that ensures a safe experience for all of our customers.

Hi, Surekha and Anthony. Thanks so much for being here!

To start us off, could you tell us what protecting our customers mean to you?

Anthony: When we talk about protecting our customers, I think it starts with how we show up, whether that’s in-store, online, or over the phone. It’s about making every interaction safe, respectful, and empowering.

In retail, that means creating spaces where people feel confident asking questions, making decisions, and resolving issues without feeling vulnerable or misinformed. It’s not just about fixing problems; it’s about anticipating them before they happen.

Surekha: Absolutely. I really like how you framed it around empowerment. Protecting our customers is also a strategic priority.

It’s what builds trust, loyalty, and ultimately, the strength of our brand. I see it as a multi-layered commitment - fraud prevention, data security, supporting vulnerable customers, and managing risks proactively. Like you said, it’s not just about reacting to threats, it’s about creating a culture of dignity and empathy at scale.

Anthony: Yes, and I think we’re both saying that protection isn’t just a policy, it’s a mindset. It’s about being proactive and human-centred in everything we do.

Surekha: Exactly. When we get that right, we’re not just protecting customers, we’re earning their trust every day.

From retail stores to contact centres, Vodafone interacts with customers in very different ways. How do you define what 'trust' means in your part of the business?

Anthony: I’ve always felt that trust in retail is built face-to-face. When someone walks into a store, they’re often looking for clarity or reassurance.

Our teams earn trust by being transparent, consistent, and empathetic, listening actively, offering honest advice, and following through. It’s not just about solving problems; it’s about making people feel seen and valued.

Surekha: I completely agree, Anthony. That sense of being seen and valued is just as important in our contact centres. Trust is one of our core values, and we embed it in every interaction.

We use the TRUST framework - Take Ownership, Relate to the Customer, Understand the Issue, Set Expectations, and Think Forward - to guide how we support customers. Like you said, it’s about consistency and empathy, but also about accountability and anticipating what’s next.

What are some of the biggest challenges you face in protecting customers at scale?

Anthony: One of the biggest challenges we face in retail is keeping things consistent across all our stores. Each location has its own pace, customer needs, and pressures. But no matter where someone walks in, they should get the same high standard of care.

That’s something we work hard to maintain. And with new threats, whether digital scams or physical safety concerns, things change fast. So, it’s also about making sure our frontline teams are informed and ready to respond.

Surekha: We see similar challenges in the contact centre. Protecting customers at scale means navigating operational, technological, and human factors all at once. Like you, we focus on consistency and preparedness.

We use a framework to guide our teams through empathetic conversations and appropriate escalation. And on the tech side, AI helps us detect and block scams in real time, keeping customers safe before harm can happen.

How do you ensure your teams stay ahead of emerging risks and empower frontline colleagues to respond?

Surekha: Our contact centre teams use a combination of tools to stay ahead of risks - mandatory ongoing training, awareness campaigns, internal checks and audits, external certifications, strong governance and reporting. Together, these elements empower our frontline colleagues to spot threats and respond appropriately.

Regular e-learnings, internal alerts, and scenario-based exercises help our agents recognise and escalate threats like scams or phishing attempts. When new fraud patterns emerge, insights are shared across regions within hours, enabling a fast, coordinated response.

Anthony: We also place a strong emphasis on training and communication. Regular briefings, scenario-based learning, and real-time updates keep our teams sharp. For example, managing staff access levels carefully is key to protecting customer data and maintaining operational integrity. Without robust and ongoing training, it could be easy for retail staff with elevated system permissions to inadvertently cause financial loss or data breaches.

We also actively promote a culture of feedback. If something doesn’t feel right, we want our colleagues to speak up. Empowerment comes from trust, when people know they’re supported, they’re more confident in taking initiative and protecting our customers.

Looking ahead, what innovations or shifts do you see shaping the future of customer protection and experience at Vodafone?

Anthony: AI-driven insights and predictive analytics are going to be central to our future, I believe. Already, we’re seeing how data helps us anticipate customer needs and flag potential risks before they escalate.

Surekha: Same for our teams. Building customer trust takes more than just technology. It requires a strategic fusion of AI and human empathy. On one hand, AI-powered risk detection and real-time behavioural analytics are raising protection standards.

On the other, human-led care ensures our digital solutions stay personal and responsive.

Through intelligent automation paired with empathetic intervention, we’re able to deliver secure and confident customer journeys. Our unified omnichannel model, spanning voice, chat, email, and social, drives seamless, personalised engagement.

What’s more, our teams are trained to spot subtle signs of vulnerability, like repeated clarifications or hearing difficulties, and respond with empathy. Digital quality audits also play a key role, helping us improve how we identify and support potentially vulnerable customers based on their individual needs.

Anthony: That balance is especially important in retail stores. I see a future where digital tools enhance, not replace, human interaction. Think smart kiosks, secure self-service options, and integrated support channels. These will allow customers to engage on their own terms, while still feeling protected.

Can you share an example of how your teams have supported vulnerable customers, whether through technology, process, or personal interaction?

Surekha: Being on the frontline, you never know what your next call with entail, what’s important is that every customer is treated with respect for their situation. What’s critical to achieving this is appropriate use of tools, such as the SCIO (a Knowledge Management platform used in call centres) to ensure both swift action and accurate documentation.

An example of where this could come into action could be a financially vulnerable customer contacting us about a disconnected broadband service. Using our customer care framework models, my team can respond with both empathy and compliance, offering a solution right for that specific customer, update any vulnerability flags, and even arranging a payment plan.

The ultimate outcome is that we find the right mix of solutions to elevate stress and hopefully build trust and respectful in the process.

Anthony: One of the most impactful initiatives we’ve rolled out on the retail side of things is ‘Drop-in Fridays’, part of our partnership with our charity partner Alone. Every Friday, across our retail estate, we welcome vulnerable and older customers into our stores for one-on-one support.

These sessions help bridge the digital divide, helping with things such as setting up a smartphone, understanding apps, or simply building confidence with technology.

We’ve seen a particularly high demand for digital drop-in sessions on Fridays, which shows just how in-demand and how valuable this service can be.

We’ve trained ambassadors in every county and even expanded support to visually impaired customers through tailored training with Vision Ireland.

Working together for seamless protection

Across Vodafone, whether in call centres or on the shop floor, Anthony, Surekha, and their teams show that trust and reliability are at the heart of everything we do, and while technology continues to evolve, there’s always a place for human connection.

With a dynamic, adaptive approach that puts the customer first, our Guardians of Connectivity can drive a safer, more inclusive experience for all.

Want to know more?

Find out how we’re protecting customers behind the scenes here.

Learn more about how we’re protecting our network and why it matters here.

Learn how we prioritise cyber and information security in our Cyber Security Factsheet .