Satisfaction and loyalty

Customer satisfaction scores are the measure of our success in O2.

We regularly research the effectiveness of our communication, the public’s perception of our brand, and the service quality of our retail stores, online portal and customer care units. We track and record customer satisfaction with our products and services as well as the quality of our network.

A focus during the year was to start to transform customer satisfaction into loyalty. We want our customers to stay with O2 and for our brand to stand out among competitors. Our research shows that customers are becoming more critical of the mobile industry too. They want a more personal service and to be able to see the difference their service provider makes to their lives.

During the year O2 UK and The Global Future Forum (GFF) published The Loyalty Report, a comprehensive contemporary study into loyalty.

Involving more than 1,000 consumers across Great Britain, its findings revealed:

• 76 per cent of consumers believe loyalty is as relevant today as it has ever been.
• Nearly half of those interviewed who have a mobile phone say they are ‘very loyal’ to their network – rising to 61 per cent in the 16-24 age bracket.
• Service and the human touch far exceed innovation, technology or price in retaining business.

During the year we introduced several pre- and post-pay rewards to reward customer loyalty. For example, free regular top ups and matching schemes provided existing customers with access to the same introductory offers as new ones.

Launched in April 2005, ‘A world that revolves around you’ was the title of our UK campaign to reward customer loyalty.

Customer satisfaction scores in all our markets met or exceeded our targets and in the UK and Germany we were ranked first among all operators.

During the year we received recognition in the prestigious UK 2006 Mobile News Awards, winning:

• Best Large Retailer of the Year. 
• Best Mystery Caller for Customer Service.