O2

O2 Corporate Council

Part of the Telefonica Group, O2 UK is a leading provider of mobile services to consumers and businesses in the UK. 

Challenge

Set against a steady decline in research participation amongst corporate decision-makers, the O2 Corporate Council was developed in response to a business need to embed the customer voice into O2’s strategic decision-making.

Our Contribution

We set-up the O2 Corporate Council as a community that develops relationships between O2 and respondents based on mutual trust. To encourage this, a ‘contract’ between O2 and the Council Advisors, a bi-monthly face-to-face ‘Council meeting’ and a private, secure web portal have created the environment necessary to deliver actionable insights that underpin planning and marketing activity to build a more effective customer relationship in this hard to engage market.

Results

Board director input from O2 underlines the seriousness with which they treat the Council. Changes made as a result from Council feedback range from a complete review of the Corporate Communication Strategy to the launching of a new email solution: ‘Good Mobile Messaging.’ In fact, almost all O2’s corporate ‘take to market’ activities are run past the Council members first. Increased customer satisfaction scores since the Council’s inception – matched by an above-target growth in O2’s corporate base over the past 18 months – underline the dividends it is paying in terms of improved customer relationships with O2's most valuable customer base.