Client: O2

Pay as you Go

O2 launched in July 2012 a new tariff that rewards customers for their loyalty- the longer you stay, the better it gets.

Challenge

The mobile pay as you go customer is notoriously fickle and hard to track in its loyalty to any of the telecom brands. O2 came to us with the challenge of retaining and tracking their PAYG customers who were prone to switching to other networks offering better deals.

Opportunity

We discovered that one of the key drivers of switching was the perceived ambivalence “lack of respect” shown by mobile operators to this customer base. Being shown respect as much as being offered the best deal was missing from the relationship.

O2 - Happen Innovation Agency

Result

O2 launched in July 2012 a new tariff that rewards customers for their loyalty- the longer you stay, the better it gets . Furthermore, customers need to register to qualify so O2 is able to keep track of them more easily.

Telecoms

Incremental

Industry Telecoms

Happen's perspective

Working with O2 was an energising experience and shows the true power that truly understanding the customer gives a brand

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