The power of communications technologies to transform businesses and make them more efficient and profitable is something that large companies have harnessed for many years. It is not as easy for small businesses, however. Without dedicated IT departments to make the most of the new technologies, many potential benefits are beyond their reach.

In response, Vodafone has embarked on an initiative for its small business customer base. Dedicated business advisers will be appointed to more than 100 Vodafone retail outlets nationwide to offer face- to-face advice and assistance to small business customers.

"The ability to meet someone face-to-face is so important to our customers," says Vodafone's head of small business, Claire Reynolds. "That's what really makes this service stand out. The response and feedback from customers has been phenomenal. We now have advisers in 25 of our stores and they are really enthusiastic about their new roles," she says.

“They are building relationships with small business customers and becoming part of the business community in their local area. That aspect is very important to us.”

The initiative is a response to the increasing complexity of the technology, says Keith Daly, Vodafone's head of retail and consumer sales.

More complicated

“In the old days, our offering was a lot simpler,” Daly says. “It was principally a mobile voice service. We now offer so much more and have become a total communications provider, and with that comes a lot of complexity. We decided that having fully trained staff in the shops to explain all our products and services and how businesses can make best use of communications is the best experience for many of our customers.”

Says Reynolds: “Our objective is to make our retail stores into a great environment for our small business customers to call into us from time to time to get help and advice in terms of getting the best out of their communications technology.

“One of the most important facets of the service is the fact that our shops open extended hours. Small business owners and managers tend to be too busy during office hours to think about things like this. The fact that our shops are open at times that suit them is very valuable.”

Design changes

The design of the stores has changed to meet business customers’ more complex needs.

“We now have a lot more seating in our stores with consultancy areas for customers”, says Daly. “What we are doing is combining a fast-moving consumer goods business with a high-quality service business. That is a challenge. It means that transaction times are longer, but we have to accept that if we are to deliver this quality of service to customers.

“We have an expanding portfolio of products and services, and our customers need to know how to use them properly in their business. They can now call into a store, discuss their needs with a business adviser, and be set up on a new service or with a new product on the spot.

The business advisers are also able to take ownership of the customer’s particular issues,” Daly says.

“If a customer wants fibre to their premises, for example, the adviser will know how to deal with that for them and can follow it through.

“It can also be something as simple as explaining how to get the best out of 4G or setting them up with a MiFi (mobile wireless) device, or something a lot more complex like putting key business functions up in the cloud.”

Reynolds sees several benefits flowing from the initiative.

"Our stores are in key locations around Ireland and they are in close proximity to lots of small businesses," she notes. "Those businesses are members of their local chambers of commerce and part of the wider business community. Our business advisers are now engaging with that community as well and becoming part of it.

“Furthermore, our people are our success. This has opened up new career opportunities. We have invested in the development of an accredited two-year training programme for each of our business advisers. This opens up new avenues from them to move from retail into enterprise and other areas of the organisation.”

The personal touch that the new service offers is absolutely crucial, she says.

“I can’t emphasise enough the importance of the face- to-face service. Sitting down with a trained adviser who understands their business, who can recommend solutions and guide them through the best options, is very important to customers.”

Client innovations

Customers will even benefit, albeit indirectly, from each other’s experiences by dealing with an adviser.

“Our customers are constantly coming up with their own innovations as well,” says Daly. “Customers like Souhan’s Garage in Trim, who use mobile technology to monitor the carwash, to remotely open and close gates, to run marketing campaigns with customers, and make their businesses more nimble and efficient.

“Our advisers learn from these businesses and can pass that knowledge onto other customers who wish to explore the potential of the technology.”