2016 highly commended: O2, Employee Engagement - case study

In Q3 2013 O2 launched our 4G network, 12 months behind the market leading network EE. O2’s entry into the 4G market had been delayed due to waiting to purchase mobile data spectrum from Ofcom’s auction.

So as we moved into 2014, O2 were faced with some uncomfortable truths:

• We needed to increase the number of customers using our 4G network. We had a base of customers, compared to the market leading network with over 2 million customers.
• Our ambition to move beyond just mobiles and become a Digital Telco meant that we needed to significantly increase the number of customers engaging with our digital products, including My O2 and Priority.

To get there, we had to take our people on a journey:

• We needed meaningful corporate objectives, to translate our lofty Digital Telco ambition into the hardnosed commercial targets which drive day to day performance.
• We needed to find a way to motivate our people to achieve these objectives.

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