New CEO Bill Morrow was brought in 17 months ago to turn the company
around after a series of network problems between 2010 and 2012 caused
significant customer drop-offs.
Morrow candidly revealed that he
told his staff that every time a customer leaves the service, they
should think of it as a break up.
"If a customer leaves us, we
should be thinking of it as a lover who just dumped us for a reason we
don't really know and we should show that we want that relationship to
get back together," said Morrow.
Vodafone filled its offices with
dead flowers and wrote messages on mirrors in red lipstick which said:
"It's not me, it's you" and "Why did you do this to me?"
Mr Morrow and other members of the company even put together a
fictitious email stream from a churned lover called "Victoria" after the
state with the highest "break up" rate.
"We went through with
this fictitious letter writing, and it said I am terribly upset, I've
had it with you, and I can't be with you anymore, you have forgotten who
I am, you forgot what I want," explained Morrow.
"I wrote back,
and I said 'I really don't want you to go, I want to stay connected with
you, I really do like you', and she responded with 'I have told you
what is important to me and you ignored me'".
He described the experience as having "couples therapy".
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