Understanding opinion
Understanding opinion
In 2006, dialogue with employees, external groups, politicians, experts and non-governmental organisations (NGOs) continued to inform the business. We hope to extend this practice also to our newly O2-branded operations in the Czech Republic and Slovakia.
"It is time technology classes at school taught students how to get the best out of their mobile and how a mobile works."
Professor Chris Todd, University College of London, quoted at the O2-sponsored Spiked-online debate ‘U TXTing 2 me?: Young people, mobiles and social networking’
We commissioned research to gather views on perceptions of corporate responsibility, canvassing three groups: NGOs, consumers and employees.
During the year, we continued to sponsor online debates on issues of public interest. In 2006 we ran two debates:
- Mobile Phones and Child Protection – How far should we go?
- U TXTing 2 me?: – Young people, mobiles and social networking.
This forum – which we’ll use again in 2007 to stage a second debate on mobile phones and privacy – is open to the public. Debates are assisted by opinion-formers whose views are made available online. We then hold seminars for many interest groups to help us understand a range of diverse views.
In Germany we held a ‘Blue Evening’ reception in Berlin to canvass opinion among representatives of the community, political parties, experts and opinion-formers on child protection in a networked world and on O2’s activities in this area. In partnership with the World Wide Fund For Nature, we also hosted a breakfast for Members of Parliament about our environmental policy.
Across Europe we were involved in discussions with various bodies including regulators, charities, industry associations, suppliers and employees, and took part in government and European Union consultations.
"Children do many potentially dangerous things. You can’t stop them, but you can teach them how not to get hurt."
Nina Bryna, Israel, quoted at the O2-sponsored Spiked-online debate ‘U TXTing 2 me?: Young people, mobiles and social networking’
We contributed to new discussions, including The European Commision’s Scientific Committee on Emerging and Newly Identified Health Risks, the UK Government’s Energy Performance Commitment, the Child Protection Exploitation Online Protection Group, Childnet International, the Children’s Charities Coalition on Internet Safety, and the Personal Finance Education Group.
We are collaborating with our business peers in the UK to support the Government’s drive to reduce CO2 emissions and create a low-carbon economy. The Chairman and Chief Executive Officer of Telefónica O2 Europe plc, Peter Erskine, signed up to the ‘We’re In This Together’ campaign in December 2006 which committed O2 to launching a new Green Tariff in 2007 and to engaging our customers in the challenge of climate change.
Health and security
Our community relations managers in the UK, Germany and Ireland talk daily with local and national authorities, local communities and individuals about mast siting.
"Our approach to community relations is simple: early and transparent information about our planning with local co-operation based on trust."
Ralph Bergmeier, Community Relations Manager, Project Office Dortmund
Where possible, we also work with other mobile operators to address industry-wide issues such as health and network safety.
We talk regularly with the UK Home Office and other relevant ministries in all our markets on issues of national security and national emergency response.
Customers
O2 strategy focuses clearly on our customers and on improving their opinion of our services and brand.
Our main operating businesses have established ‘Customer promise’ charters that guide activities in their respective markets.
We also seek to understand our customers’ concerns through regular research, our customer-relationship management systems, help lines and mystery-shopping programmes.
In the UK we conducted a customer relationship inquiry, staging 1,000 interviews by O2 employees who asked customers what makes great customer relationships and experiences for them. This exercise gave us direct feedback on our customers’ opinions and needs.
O2 Germany launched a text-based customer questionnaire as part of its Energize programme of employee training. This pilot project has helped to build direct knowledge of customer opinions through mobile handsets to retail employees and to inform our training scheme.
In Ireland we ran a stakeholder consultation in 2005, which helped us to tailor our customer promises. The exercise revealed that customers most value excellent service and reward for loyalty.
Engaging employees
We regularly take care to talk and listen fully to our employees. Read more about our employee engagement here.
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