Inspiring action at O2: From rear view mirror to predicting the future

This paper demonstrates how Telefonica and O2, the telecoms company and brand, developed a research-based system for improving customer experience.

Inspiring action at O2: From rear view mirror to predicting the future

Nick Milne and Nick BakerO2/Telefónica and Quadrangle

Introduction: Where O2 is now

As a brand and as a business for over a decade, O2 is responding to some very significant challenges, two of which could be called game-changers.

The first is the market is no longer growing. The principal focus for marketing efforts used to be gaining customers and market share. Nowadays, the emphasis is on keeping existing customers for longer.

This introduces the first of two strategic priorities – retaining customers for longer and...

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