The social media team at O2 handle up to 10,000 interactions a week, and each one is designed to make the customer feel valued, sometimes by just adopting an appropriate tone of voice to create a unique bond. O2 believes that if customers enjoy these interactions, their satisfaction levels will rise and they will be keen to share these stories with family and friends.
Taking this one step forward, O2 created Surprise & Delight, a unique brand experience that pays attention to its customers’ likes, dislikes and specific situations. The campaign is targeted at existing O2 customers with a social presence and other individuals who engage with brands but do not expect significant responses.
The social media team are constantly seeking out opportunities where their interaction with customers can go beyond the norm. Surprise & Delight, which is aligned to O2’s ongoing Priority Moments proposition, offers a range of rewards, often lifestyle focused, that are regularly updated, which can be offered to customers.
On occasion, bespoke ‘Surprise & Delight’ packages are created. For example, when Canadian vlogger @OMGitsfirefoxx, with more than 250,000 followers, tweeted O2 and two rivals about Pay and Go SIMS for her visit to London, it was spotted by the social media team.
On her arrival at Heathrow, O2 met her with a gift package, including a Big Bundles SIM and travel charger. Her reaction on social media was widely shared, including nearly 14,000 ‘Likes’ on an Instagram post.
The ongoing campaign, which has led to an increase in positive sentiment about the O2 brand, has amplified fan messages, driven advocacy from more reticent fans and acted to neutralise criticism at the point of contact. It has also provided experiences and opportunities for customers to share across social media.
In the first year of launch, the campaign received more than 150,000 likes, retweets and favourites. ‘This is a great way to take relatively low-key customer service interactions and, with a little extra effort, turn them into highly shareable moments which each become mini-viral activities,’ said the judges. ‘This was a really strong category, but this entry just had the edge.’