It all adds up: what makes great customer service?

by Gavin Franks: Head of Enterprise, Telefónica UK

We are all customers, so we all have an opinion on what great customer service looks like. And we all expect to get it, whether we’re eating at a restaurant, shopping for clothes or buying a new car. And, especially if you’re a loyal customer, you expect certain things from the businesses you give your money to. This is why, here at O2, we are consistently growing and improving our services. Last month we switched on superfast 4G in our 500th UK town so customers in Ipswich can now surf, stream and shop on their phones faster than ever. Plus, eligible customers using 4G devices[1] on 3G tariffs were automatically moved to 4G tariffs, at no extra charge, so they can feel the benefits straightaway.

In our industry, customers expect a friendly service, value for money and a strong, reliable network as standard. So it’s the less obvious things, like the free and seamless 4G migration for Ipswich customers, that become important.

For example, looking across at the sales team I lead at O2, who work with some of the UK’s largest and most respected organisations across the public and private sectors, I see a difference in our approach. We work as consultants so customers can make informed decisions.  The latest research commissioned by O2 in conjunction with YouGov, ‘Redefining selling, serving and working,’ is designed to support our customers in understanding how mobile technology can transform their organisations.  It will help reveal areas of potential improvement, evaluate options and ensure they can confidently identify the benefits of their investment.

This is also why we offer personalised Explore Workshops with experts from around our business.  Sometimes they focus on a specific technology but often we offer contact time with senior leaders from a range of areas including HR, Customer Services, Retail and Sustainability – people that face similar challenges but can bring a fresh approach and offer a unique viewpoint.

And as everyone will know, happy employees are good for any organisation. That’s why we offer exclusive benefits such as O2 Open which provides discounts on mobile and tablet or pocket hot-spot contracts. And customers can access advance tickets for the hottest gigs at any O2 venue through O2 Priority, currently the UK’s largest digital loyalty programme.

At the end of the day, our customers are the real judges. Thankfully, it seems we are on the right track as Ofcom revealed O2 has the highest customer service satisfaction scores ­­­­across all the UK mobile providers.[2] But ultimately, from dedicated account management teams to exclusive employee discounts and money off high street brands, I hope we offer a broad and strong selection of benefits which all add up to create a customer experience of real value.  And currently, it would seem more than 450,000 UK businesses agree.

Find out more about the benefits of being an O2 Business customer or call us on 01235433507.


[1] This did not include iPhone 5 customers