O2
Circles of influence
A client engagement programme with reciprocity at its heart
O2 has the largest network operation and customer base in the UK – mostly consumer-facing. Their business customer base is smaller, but they do great work providing innovative tech solutions across a range of sectors. They wanted to accelerate growth with these customers by developing closer, mutually beneficial relationships.
We created an engagement programme based on the concept of ‘Circles of influence’. At its heart were two groups – an ‘inner circle’ advisory council for C-Suite and an ‘outer circle’ customer community for senior managers. The programme was composed of a series of leadership events and initiatives encouraging them to share strategic thinking and co-create business solutions that their customers would value.
To drive a culture of sharing success stories, we initiated an awards programme. We set entry briefs, designed an awards entry microsite, invitations, support collateral and award ‘trophy’ for the winners. The physical award was created to feel uniquely O2 and to provoke a response of ‘I want one’.
We activated a cross-sector survey of business connectivity and created an interactive tool and microsite so a wider audience could engage with the data and benchmark their performance.
Outcome
The programme was launched and had immediate traction. For O2 Business it became a focus for their growth strategy around which other activities were aligned. Advisory Council meetings brought together a diverse C-Suite group who succeeded in forming a strong collegiate relationship. The first awards ceremony was held at O2 Live with 1000+ attendees. The connectivity research was published the same month with the outcomes featuring on Sky News.
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