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.