Marketplace - O2 Ireland

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O 2 Corporate Responsibility Report 2010 Marketplace Customer Dialogue During 2010, we continued to create new ways to engage with our customers and for our customers to talk to us and each other. We completely redesigned our website www.o2.ie to make it more social. There is now a blog section on the homepage called ‘Stuff we like’ that we update every day. One day it might be our rugby campaign, another day it might feature one of the young people involved in our Think Big initiative. In January 2011 alone this resulted in over 10,000 comments from customers. Stuff We Like O2 Blog We’ve trained up 100 non-customer service employees on Twitter, and they are starting to help with customer queries and questions on Twitter. We’ve added Facebook like buttons, Twitter feeds and a comprehensive customer review section on our shop pages, as we know customers like to read the views of other people when considering buying online. We’ve changed roles of some O2 employees to officially include updating Facebook and Twitter as part of their roles as content publishers. The O2 Ideas Room (www.o2.ie/ideasroom) is a dedicated blog which enables businesses to talk to each other online and to share expert advice on a range of areas. With the Ideas Room we wanted to create an online community where businesses can not only access information of value to their organisation but also participate in and contribute to the conversation themselves. O2 Forum The O2 Forum is an online tool that our customers can use as a way to stay in touch with new developments at O2. As well as offering customer care, it helps build a community spirit within the forum itself. Customers feel part of O2 and they do their best to help each other find the best plan, handset or solution to a problem that they many have with their phone. Feedback on products and services helps us generate insight to improve them as well as inspiring ideas for potential future products. New Help & Support Portal In 2010, a new Help & Support portal was developed to aid our call reduction programme. The Help & Support portal combines our knowledge base and our interactive online community in the Help section of www.o2.ie. On 31st December 2010 our online community had 31,917 registered users and was receiving on average 513 interactions per day. We have also centralised our complaints channels so all formal written complaints are managed through our Customer First Team. Accessibility and Digital Inclusion At O2, our goal is to share the benefits of mobile communications with under-represented groups within our society. Some of the main initiatives we undertake as part of our Accessibility and Digital Inclusion programme are: O2 Ability Awards Winners O2 Ability Awards The O2 Ability Awards is an awards programme which recognises organisations for best practice in the inclusion of people with disabilities as employees, customers and members of the community. In May 2010 we sponsored the 4th O2 Ability Awards which is run by disability organisation Kanchi. Abbott Vascular and Cavan County Council were announced as overall O2 Ability Award 2010 winners, in the categories for Private sector and Non-Private sector. The overall winner for a Small Company went to Kernan’s Eurospar, Donegal. In 2009, O2 and Kanchi announced that the awards initiative was to be exported to Spain in partnership with O2’s parent company, Telefónica. The first Spanish awards took place in January 2011, at which Telefónica also confirmed that the awards initiative would be exported to a further 4 countries in its international network.
O 2 Corporate Responsibility Report 2010 Marketplace Grace iPhone App Diversity and Disability Online Training Following a companywide Disability Audit which was conducted by disability consultants from Kanchi, one of our main objectives was to embed diversity and inclusion awareness across the business. In 2010 we set ourselves the target of training up 80% of our staff in Diversity and Disability awareness. With over 1.7 million customers, representing people from all walks of life, our workforce reflects the diversity in our community. As a result our efforts to understand, value and incorporate differences in terms of how we go about our business, internally and externally, becomes increasingly more important. To help us achieve this understanding we created an interactive Diversity and Disability e-learning course to help our employees gain further knowledge and skills in this area. Due to a technical issue for our retail staff in accessing the online training system, we achieved a 76% completion rate by December 2010. However, this technical issue is now resolved and we are hoping to exceed our target of 80% by July 2011. Grace iPhone app The Grace iPhone app was successfully launched in March 2010. The app helps children with autism to communicate better and, to date, there have been over 360 downloads. O2 won the Best Marketplace Award at the Chambers Ireland Corporate Responsibility Awards in September 2010 for our involvement in the project. Headstrong - our New Charity Partner In 2010, our four and half year partnership with Irish Autism Action came to an end. Our new community partner in our Think Big social action programme is Headstrong, an organisation dedicated to changing how Ireland thinks about young people and their mental health. Through Think Big, young people will be able to deliver projects in their community that will make a difference to young people’s mental health. Willing Able Mentoring We partnered with WAM (Willing Able Mentoring), an organisation which helps facilitate a graduate programme for people with disabilities. We recruited 1 graduate for over a year through this programme in our sponsorship department. Launch of NCI Affinity Scheme National College of Ireland Affinity scheme In October 2010, we launched a two year Affinity scheme with the National College of Ireland (NCI). Through this scheme, O2 will donate up to 5% of eligible O2 customer’s monthly spend excluding spend on data, premium services and international roaming to the NCI. All money generated through the NCI Affinity scheme will go directly towards the student disability support services in the college. ComReg Disability Forum O2 is a member of the ComReg Disability Forum, which focuses on the telecommunications industry as a whole, promoting the development of relevant and appropriate telecoms services for customers with special needs. O2 supports third level students by offering discounted mobile broadband costs HEAnet is Ireland’s National Education and Research Network and provides networking services to all Irish universities and Institutes of Technology and other higher education and research organisations. In August, O2 signed a new one year deal with HEAnet to offer discounted mobile broadband for students. Students can get O2’s Mobile Broadband service for only €9.99 per month for a 10GB monthly data allowance on a 12 month contract. Launch of HEAnet Scheme Digital Community in partnership with St Andrews Resource Centre During 2010, we continued to support St Andrews Resource Centre’s Digital Community project which delivers IT services to local people of all ages throughout the community. The groups supported directly by O2’s funding; the Silver Surfers, a group of senior citizens who use IT for education and recreation; the IT Literacy Group which is a group of adults who are working with IT to improve their literacy and computer skills; and the Cyber Kids - a group of local children who are learning higher-end IT skills for educational purposes.
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