Guclu is currently leading Vodafone’s efforts to execute
a customer base marketing strategy, in order to maximise revenues
by increasing customers’ lifetime and value, while supporting
sustainable brand differentiation. He has extensive experience
in helping organisations to become more capable in delivering
an unmatched customer experience with the help of customer
insights and technology. His experience prior to Vodafone
includes work in management consulting, telecommunications
and financial services industries. Guclu earned his B.Sc.
in Mechanical Engineering at Bogazici University in Istanbul,
where he also received his MBA degree.
Customer Obsession Brought to Life
In today's business world every organization strives to make
customer centricity the pillar of its operations. Marketing
is reorganized around customer segments. Frontline staff is
trained to treat customers differently by their needs and
expectations. But are these really enough to make a total
impact? How can we transform each and every employee into
an ambassador of our organization? Why don’t conventional
training programmes deliver to this expectation? At Vodafone,
being customer obsessed means understanding what we are delivering
to our customers today and tomorrow. This is an approach which
makes the voice of customer a key ingredient of the company
culture. The customer obsession academy designed by Vodafone's
HR and commercial teams provides an example. It shows how
the customer analyses of commercial team and the experience
of HR combined can work wonders in turning employees into
ambassadors in a way conventional training programmes cannot,
as marketing’s insight brings about custom tailored training
ideas to be integrated into trainings by HR.
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