O2: Network 'Boostboxes' for customers with low satisfaction

This case study examines how O2, a telecommunications service provider, increased its Consumer Satisfaction Index (CSI) through positive awareness messages in the United Kingdom.

O2: Network 'Boostboxes' for customers with low satisfaction

Agency: VCCPme

O2 had a declining Customer Satisfaction Index (CSI), a key industry metric. They knew that network quality perception played a big role in CSI movements. The brief was to improve network quality perception through positive awareness messages to increase CSI, which in turn would increase retention.

Strategy

To boost CSI by one point, network satisfaction must increase by three points. O2 analysis highlighted key cities with opportunities to make gains on satisfaction.

Some 53 cities had the highest penetration of customers with low perception, but the best O2 network coverage....

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