2016 winner: Telefonica O2, Relationships - case study

Context
O2 work in a highly competitive marketplace. The digital revolution has given customers greater choice. There are more brands selling services and products. Customers want, and expect, the very best. To win and retain customers, brands have to fight harder than before. The only way to succeed is to focus on giving consumers what they want and value.

That’s what they do at O2. From introducing O2 Priority - the UK’s largest digital loyalty scheme - to O2 Gurus – their resident tech experts – they've seen first-hand the importance of investing in loyalty. The challenge for them was to find innovative new ways to reward their contracted customers and build their relationship with them in the process.

With customers across the industry traditionally contracted for two years, they recognised there was significant potential for customer dissatisfaction. Their research indicated that customers’ excitement with their handset had dropped off by month eighteen. From then, customers begin to look forward to getting a new device – with or without their existing provider.

• Maximise the retention of those whose contracts are expiring, proactively helping customers find the best phone and contract for them on O2 – before they start looking around.
• Improve engagement levels and satisfy customers’ desire for the very best offers.

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