O2

The customer experience challenge

How BMW, Direct Line Group and O2 are rising to the customer experience challenge

On day two of the Festival of Marketing, Zone CEO Roy Capon chaired a panel with guests Michelle Roberts, Group Marketing Director at BMW UK, Mark Evans, Managing Director of Marketing and Digital for Direct Line Group, and Tete Soto, Transformation Director for O2. Each panellist explored how their company is responding to the customer experience challenge of a pandemic.

Five of the all-time best brand tie-ups, including Starbucks, O2 & Zoolander

Last week saw three of the strangest brand tie-ups for a while.

The first was that Nike Starbucks shoe, retailing at $100, the second, a strained Wayne Rooney cameo (see below) in an X-Men adventure (and some blue-faced mascots at a United game), the third, green and red Angry Birds burger buns at McDonald’s.

This got me thinking – what are the best brand tie-ups of the past few years?

Seven customer experience case studies that generated loyalty and ROI

Delighting the consumer is the number one priority for all customer-facing companies.

Right now, consumers have never had more choice, but when there’s an endless array of businesses offering similar products and services, how does any company stand out from the crowd?

By offering a personalised, relevant and completely human relationship that goes far beyond a single ecommerce transaction. 

A whole lifetime relationship between a customer and a company can be fostered under the customer experience (CX) banner, but this kind of loyalty can’t exist without first shaping a sustainable consumer-centric culture and delivering them compelling experiences.

Join us at our Festival of Marketing, a two-day celebration of the modern marketing industry held in November, where we have an entire stage devoted to CX so you can learn how successful marketers optimise experiences to increase satisfaction and loyalty.

In the meantime, let’s take a look at some other useful case studies.

Which mobile network has the most usable website?

Well, according to a benchmark study from QuBit, O2 offers the best all-round experience of the mobile network operators.

Meanwhile, newly-formed EE has some catching up to do, according to the study, which analyses the sites for five different criteria (find, choose, buy, personalise, and mobile).

I’ve been looking at the study, and here I’ve picked out some examples of good and bad practice… 

4G war to drive mobile customer experience trends

As a major battle begins for UK 4G customers, brands need to be prepared for a rapid increase in mobile customer experience expectations.

O2, the UK subsidiary of Spanish operator Telefonica, is due to launch its 4G service on August 29, finally providing a rival to EE’s market monopoly.

Meanwhile, Vodafone is expected to also launch its 4G service in August and Three is expected to follow suit shortly.

Twitter: brands need to use humour to connect with consumers

Everyone who uses Twitter, which is presumably 90% of the people reading this, no doubt follows at least one or two comedians or spoof accounts that are there purely for entertainment value. 

And it’s this comic element that Twitter’s UK director Bruce Daisley believes brands need to tap into to develop more meaningful conversations with their customers.

At Bite’s Empty13 event, Daisley light-heartedly suggested that the UK is unique in that its citizens love to find humour in the darker side of life – so while we all enjoyed the highs of 2012 such as the Jubilee and the Olympics, we also love to revel in the troughs that lie in between. 

He gave the example of two of the most retweeted posts of recent memory. The one that captured the American public’s imagination most was Barack Obama’s touching image celebrating his re-election.

Nine brands with quirky Twitter accounts

Last week O2’s network crashed for 24 hours, leaving its customers fuming as they were forced to face life without text messages and Facebook mobile.

While O2 subscribers are unlikely to forget the experience in a hurry, those of us who use different mobile operators were treated to a masterclass in PR by the staff operating the company’s Twitter account.

Flooded with hundreds of messages, O2’s social team responded courteously to customer queries and justified complaints, while also giving some sharp, funny comebacks to a few abusive individuals.

However, while this was a great way to maintain some humour in an otherwise disastrous situation, some could have viewed it as too close to smug and uncaring at times.

Q&A: O2 CEO Ronan Dunne on Twitter etiquette

A few weeks ago O2 CEO Ronan Dunne invited a group of press and bloggers to join him at #o2tweetup.

During the session, he asked for input on running his Twitter account, as well as sharing his own thoughts on the role of a senior executive online.

We caught up with him to drill down into a few of these points, and talk about the process of running a CEO’s Twitter account.