GlobeScan conducted a series of consultations with different stakeholder groups across the five Vodacom Group markets – South Africa, Lesotho, Mozambique, Tanzania, and the DRC. This enabled us to assess Vodacom’s reputational strengths and weaknesses and to identify opportunities for enhancing them through leadership positioning against competitors. It also helped to measure the impact that engagement and communication initiatives have on brand perceptions.
While the findings clearly showed reputation assets for the group across the region, we identified areas for thought leadership enhancement in the respective markets on which local management teams could build. We also outlined how Vodacom could prioritize engagement initiatives with selective stakeholder groups.
This instrument offered a unique reading on stakeholder’s perceptions of the group’s reputation and risk assessment. Both the group’s Executive Committee and local market management teams find it an essential management tool for driving the agenda with stakeholders and measuring performance on key priority actions moving forward.
Vodacom Group Limited, an African mobile communications company, is focused on growing passionate promoters by dramatically improving the customer experience, actively creating an environment for employees to excel and grow, putting the power of the internet in the people’s hands, driving operational excellence, and proactively partnering with stakeholders, Vodacom asked GlobeScan to help understand the company’s reputation and to assess the degree to which it was aligned with Vodacom’s strategic pillars.