Abstract:

This paper will showcase how O2/Telefonica developed a research-based system for improving customer experience, moving from a “rear-view mirror” to a dynamic system which inspires action throughout the business and can even help predict future customer preferences. We will show how satisfaction metrics were made actionable and were linked to ?nancial outcomes, building the case for customer experience investment. We will also present how delivering reports in a single online platform and integrating this with customer data in real time helps stakeholders across multiple functions to identify how best to prioritise that investment.