After a few months of pilot operations, Vodafone Spain has officially opened its commercial contact centre in Valladolid, which handles customer acquisition and advice for customers interested in the operator’s products. Since it was launched at the beginning of March, 180 people have already joined the workforce at VPlat – the name of the centre and the subsidiary that Vodafone has created as a strategic unit specialising in commercial service.

The company has invested 7 million euros in its new centre this year, with the aim of enhancing interaction with users and offering them personalised advice and an optimised commercial experience. The company has emphasised that the objective is to generate business opportunities based on the interest shown by customers through different channels.

Employment generation
The centre is designed to reach a workforce of 400 staff members in the long term. With this initiative, Vodafone Spain aims to strengthen the quality of service and operational efficiency by opting for a model that allows greater control over its operations.

Integrating artificial intelligence and advanced digital tools is one of VPlat’s key strategies to deliver a more effective, personalized commercial experience. AI helps automate repetitive tasks, prioritise business opportunities and provide real-time recommendations.

AI and predictive modelling
These innovative tools also help to analyse customers’ digital behaviour through their web visits, clicks, forms and other interactions, in order to identify their real interest and awareness of the service. Based on this information, AI assigns the call, through predictive modelling, to the most suitable advisor and proposes personalised pitches, which significantly increases conversion rates.

The system also provides employees with suggested answers, contextual customer information and automated tasks. The company explains that this reduces the operational burden, improves the advisor’s confidence during the call, increases both performance and job satisfaction, and makes for a more motivating and attractive working environment.

Vodafone Spain CEO José Miguel García says, “Opening this centre, with an investment of 7 million euros in the first year, is part of Vodafone’s strategy to become the best customer service operator in Spain and to contribute to the region’s economic development.”

^{Photo: Vodafone}