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This is an aid when looking at the internal and external aspects of the company.
Although Vodafone are the biggest mobile network in the world, they also have their problems. As a global organisation Vodafone have learnt how to acquire customers, building up a customer base in the UK of 13 million. But, they have become far too focused on acquiring customers, and they forgot about the need to retain them. In 2003 77% of people in the UK were already signed up to a network. Therefore the retention of existing customers must be focused on, rather than the acquisition of new ones. This has led to a high churn rate of 28%, a level of customer turnover very high for the company and much more than Orange who have the lowest churn rate of all mobile networks...
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