Talkmobile is a sub brand for Vodafone UK serving the “Tech Neutrals” customer segment. These customers are looking for great value, no nonsense simple offers and excellent service.
Following a period of incredible growth, Talkmobile needed to find the next growth engine for its business, and believed working collaboratively with external consultants would help harness the power within, whilst also unlocking new perspectives.
The results have been incredible and the award-winning strategy that we developed with Graystone Strategy has allowed Talkmobile to continue to grow whilst truly delighting our customers.
Head of Sales and Marketing, Stuart Wilson
The Business Challenge
Fundamental to this project was developing the proposition that would allow Talkmobile to keep growing, but the brief was very specific. It was not to be a proposition development in the sense of product inclusions or pricing.
Instead, it was to be a review of what Talkmobile stood for, what makes it great and how it could build on those strengths to provide a truly excellent end to end experience for customers – an experience they would recommend from a brand that really delivered against their specific needs.
The Solution
Graystone Strategy deployed a two-consultant team to work closely with the Talkmobile leadership team. The consulting team developed a series of workshops to fully understand the opportunities but also the barriers to making Talkmobile successful.
Through these highly collaborative and insight driven sessions, the teams co-created the key steps that would drive the overall goals of the team whilst also delighting customers.
Primary customer research was the second stage of the process. Working with the Vodafone UK research team, a research brief was developed and customer research and focus groups undertaken to validate the direction created in the workshops and to understand key values and motivations for the target customer segment.
Once the findings of the research had been de-briefed, the teams met again and identified improvements to the plan, the key deliverables, actions and customer messaging that was required to deliver against customer needs and the Talkmobile outcomes.
Finally, the plan was condensed into a presentation that was used to brief senior leadership at Vodafone and the Talkmobile operational teams. Critical to the success of this project was 100% alignment on the strategy, goals and outcomes throughout the organisation.
Outcomes
Over the last three years, Talkmobile has executed against all elements of the strategy that was co-created with Graystone Strategy. The success has been incredible with Talkmobile outperforming the market in terms of customers growth, significantly improving customer satisfaction and Trustpilot scores, and filling a trophy cabinet with independently judged awards covering customer service, customer satisfaction, digital experience and best in class delivery.
In terms of measurable results, Talkmobile’s Trustpilot score moved from 2.2 to 4.7 out of 5. And it’s Which? Customer score has improved every year climbing from 61% in 2022, to 80% in 2025 making it a Which? ‘Recommended Provider’ since December 2024.
Stuart Wilson Head of Sales and Marketing for Talkmobile commented on the project.
“We needed a consultancy that would work with the team, take our internal passion for the customer and expertise, whilst bringing a breadth of ideas and challenge that would help us develop big ideas.
“The results have been incredible and the award-winning strategy that we developed with Graystone Strategy has allowed Talkmobile to continue to grow whilst truly delighting our customers.”