Vodafone trials in-store wellbeing staff for vulnerable customers

Vodafone has launched a pilot programme in Australia that places dedicated Customer Wellbeing Specialists in 12 retail stores, responding to evidence that many customers experience vulnerability.

The new roles sit alongside standard retail staff and focus on customers facing challenging circumstances, including mental health issues, financial hardship, bereavement, domestic and family violence, and accessibility challenges.

Vodafone's research found that one in two Australian adults experience some form of vulnerability, based on a 2025 survey of 7,788 people aged over 18.

New store role

The Customer Wellbeing Specialist is a non-commission retail position. Vodafone describes it as a telco-first approach in stores, emphasising trauma-informed care and customer safety.

The remit differs from sales-focused staff: specialists are there to identify and support customers dealing with difficult situations and provide tailored solutions for customers with complex needs.

The pilot begins in 12 stores across New South Wales, Queensland, South Australia, Victoria and Western Australia. Vodafone has not disclosed how long the trial will run or how it will measure outcomes.

Retail remains an important channel for telecommunications providers in Australia, handling device purchases and account changes, as well as billing disputes, service complaints, and the practical consequences of identity theft or unauthorised account access. Consumer advocates have raised concerns in recent years about how essential service providers respond when customers face coercion, family violence or significant hardship.

Training partners

Vodafone worked with external organisations on training and programme design, including Infoxchange, Guide Dogs NSW/ACT and Wesnet.

It said the partnerships are intended to build specialist skills for store-based staff who may encounter customers in distress or at risk, and to help keep customers safely connected to services.

Jonathan Kirkham, Head of Customer Wellbeing at Vodafone, said stores are often a point of contact when customers face unexpected events.

"We know life can throw unexpected challenges. Our goal is to make every customer feel safe and supported when they walk into a Vodafone store, no matter their circumstance or background," Kirkham said.

He said training was central to the model and highlighted the role of partner organisations in developing programmes for the specialists.

"Identifying customers experiencing vulnerability requires specialised training. That is why we have partnered with leading organisations such as Infoxchange, Guide Dogs NSW/ACT and Wesnet to develop specialised programs that equip our Customer Wellbeing Specialists to respond with care and keep customers connected to their services safely," he said.

Vodafone presented the pilot as a first step that could inform broader changes to how its retail network handles sensitive interactions. "We're proud to introduce this telco-first retail initiative to select Vodafone stores. This is an important first step in providing customers with personalised care and solutions to suit their needs," Kirkham said.

Where it starts

In New South Wales, the pilot covers Vodafone stores in Bankstown, Blacktown and Penrith. In Queensland, it includes Brisbane's Queen Street Mall, Chermside, Southport, Robina and Broadbeach.

South Australia has one participating store in Adelaide's Rundle Mall. Victoria has one location in Epping. Western Australia includes stores in Perth's Murray Street Mall and Cannington.

Vodafone is part of TPG Telecom and offers mobile and fixed broadband services in Australia. It has not said whether it expects to add more locations after the initial rollout, but the programme design indicates a pathway for expansion if the pilot proves effective.