Turning our customers into fans

We aim to turn our customers into fans. Our market is crowded with competitors and we think this serves our customers well. We always aim to deliver the best customer experience possible, across all of our markets.

Our 'Customer Promise' charter is at the heart of our strategy, challenging us to keep delivering the best customer experience so that our customers are happier and more loyal.

We know that our 'Customer Promise' needs to be about more than just words, so we have backed it up with several bold initiatives to reward customer loyalty. These include:

• Adding to our 'Treats' and 'Rewards' campaigns with 'Fair Deal', where existing O2 UK customers are given the same handset and tariff deals as new customers.
  
• Offering better 'Homezone' tariffs and ADSL broadband services in Germany.
  
• Launching the O2 brand experience in the Czech Republic.
  
• Providing new post-pay price plans in theIsle of Man.
  
• Launching 'My Europe' international tariffs across Europe.
  
• Training our employees to further improve customer service levels. 

Knowing our customers
We try to understand and anticipate customers' requirements - using independent research and improved billing and customer relationship management systems to segment customers according to their differing needs.

Our range of handsets, fixed and mobile services, supported by clear pricing and contract options, are designed to offer genuine choice.

We continued to take steps to enhance the customer experience in 2007 through:

• In the UK, a major expansion programme increased our retail presence to over 350 stores - allowing for greater accessibility on the high street.
  
• In Germany, we launched the 'Fonic' - a SIM-only mobile service which offers calls and texts for just 9.9 Euro cents on any network, at any time, without a monthly fee or contract.
  
• In Ireland, we've embraced the social networking phenomenen, having joined forces with Bebo to launch a new Bebo mobile service, exclusively for O2 customers.
  
• In the Czech Republic, we announced an IPTV subscriber base of more than 50,000 customers - just one year after launch. O2 TV offers not only a broad range of television channels and radio stations, but also hundreds of films, documentaries, soap operas and children's channels.
  
• On the Isle of Man we launched new Manx Pronto packages with free call minutes for mobile customers and Global Choice fixed-line tariff packages for business and high-volume residential customers.