Strategic context
Vodafone announced that by 2020 they will reduce their CO2 emissions by 50% against the 2007 financial year baseline of 1.23 million tonnes. They aim to achieve this principally through operational changes and technological innovation to improve energy efficiency.
In terms of cost savings the use of technology helps to reduce expenses claims, maximizes productivity and optimizes the ability of front line staff time spent on customer relations. In order to realise these goals, Vodafone needed to encourage employees to change their behaviour: instead of travelling, they needed to use videoconferencing. The factors important in delivering this change were:
- Availability - There had to be facilities widely available for videoconferencing, and they had to be available when and where people needed them
- Quality - Ensuring quality and reliable ISDN videoconferencing needs to be right first time
- Convenience – Vodafone makes using VC equally convenient as booking flights
- Awareness - Making users aware of the benefit to themselves is vitally important