Your mobile
Your mobile
Our business today, though mobile-led, is changing. With the addition of fixed-line and ADSL broadband businesses in the UK, Germany and the Czech Republic, we are starting to develop into new areas.
"You can’t buy fans ... you only create them by winning their hearts, knowing what matters to them and really delivering it."
Peter Erskine, Chairman and Chief Executive Officer, Telefónica O2 Europe plc
But our main focus is the same: to make the O2 experience a lasting one.
We want our 38 million customers to become loyal ‘fans’.
We try to understand and anticipate our customers’ evolving needs and we want to be the best in our market in customer service.
This means being ahead with our pricing packages, network coverage, relevant advice, accurate billing and responsible practices. It also requires us to offer innovative products that support our customer’s needs.
We want to reassure our customers that we offer safe and appropriate mobile solutions across diverse groups – defined by age, geography, income, and social and special needs. Additionally, we try to do all we can to address any issues associated with mobile phones, including health, safety and security and child protection.
Our customer promise
We have developed an O2 customer promise in each operating country to help us fulfil these goals. Our customer services centres and retail stores are the frontline of our business. The knowledge and skills of our employees make our business successful, and we try to ensure they are well equipped with relevant knowledge and skills.
In Germany, we aim to increase customer satisfaction for our products and services with our ‘Complaint Management Process’. This process allows us to constantly develop our customer service offering for our customers.
In Ireland, employees completed the ‘Making it Happen’ programme which clarified our strategy, the customer promise and what each of us can do to put this into practice and help achieve our goal of having the ‘most loyal customers in the market’.
O2 operates four customer services centres in the UK, three in Germany, one in Ireland and four in the Czech Republic. We have around 400 retail stores in the UK, 500 in Germany (including our franchised outlets and partner shops), 60 in Ireland, and 170 in the Czech Republic, and one on the Isle of Man.
Our corporate customers and small-to-medium-sized enterprises (SMEs) are also very important to us. In the UK we have introduced dedicated account managers to support them.
We provide training and employment conditions that directly involve employees in our customer strategy, and we try to involve them in the social aspects that our customers most care about.
These are primarily:
- Safeguarding vulnerable users and customers.
- Ensuring customer satisfaction and loyalty.
- Ensuring we operate ethically and fairly.
- Balancing customers’ privacy with public protection.
We believe that every little action helps. For example, in Ireland we are now proactive in letting customers know when they are eligible for an upgrade and we encourage our employees to demonstrate our products in-store. We also congratulate customers on their birthday in Ireland and Germany.
New applications
The mobile phone is used for voice and text messages and increasingly to transmit sophisticated data information, such as video downloads and news feeds.
O2 customers are now regularly using our data services, including mobile internet services, downloads, picture messaging, games and other second generation or so-called GPRS services.
The resilience of our GPRS second generation network, combined with products capable of handling new data applications - such as the O2 Xda II handheld computer - are influencing the way workers exchange information.
We also try to offer ways to provide businesses with mobile services that they can, in turn, offer to their own customers.
Some examples of new services include:
- Parking payments made easier – a credit card-based cashless mobile phone payment system for the City of York Council.
- Text message mentoring service to aid revision for students – Cottesloe School.
- Mobiles for the AA breakdown service – resilient communications and collaborative commercial service for customers.
To improve the customer experience of using mobile data services, O2, together with other operators, established an open mobile terminal platform (OMTP) in June 2004. The aim of the OMTP forum is to define common interface requirements for mobile devices, leading to a better user experience, while also allowing individual operators and manufacturers to customise their offering.
Since the acquisition of O2 by Telefonica we have shared information about our respective patent portfolios. A cross-Telefonica Intellectual Property Right group has been established to further develop the corporate policy and associated company wide processes.
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