The challenge
Every major brand is looking for ways to get closer to their customers. O2 were no different. They wanted to conduct agile research with three distinct groups; consumers (both current and potential) business clients (both current and potential) and with their own internal staff. They wanted to embrace the voice of the customer into a number of different projects, but felt like their existing Insight Community wasn’t cutting the mustard. They turned to us for a more effective solution that would enable a true two-way conversation.
Our approach
The great thing about our Insight Platform, ex-plor is that it can house several different Insight Communities. We created three Insight Communities for their three distinct audiences. Each community sat underneath the brand ‘Trail Blazers’ but was tailored to its audience, providing an environment that’s both ‘on brand’ yet personalised.
We overlayed O2’s customer segmentation onto community member data to allow key target segments to be recruited and analysed at the push of a button. Transactional data, linked with members’ permission through their mobile number, means O2 can append behavioural data to data captured through the community, giving a rich picture of customer usage and attitudes.
To make sure that everyone in the business was excited and engaged with the insights generated by the communities our in-house design team produced regular infographics, videos and presentation aimed at different functions within O2.
Through our agile listening programme, we were able to provide weekly updates to our Board of Directors on how the pandemic was impacting our customers and how we could best respond to their changing needs. It was absolutely invaluable!”
Estelle Levacher, 02
The results
The communities have contributed strongly to O2’s growth and success, the network has received a raft of awards and continues to grow both revenue and loyalty. Successful initiatives such as Custom Plans, O2 Health Tariff and 5G were all developed and optimised through the communities.
- Ongoing customer listening program that contributes to market-leading contract churn of 0.9%.
- Underpinned accelerated launch of ‘custom plan’, 5G and new loyalty features within O2 Priority.
- Enhanced customer-centricity makes O2 the UK’s largest and driving revenue growth of 4% year-on-year.
