Business and SME
A new service model based on a differentiated approach to customer care was implemented in the segment of small and medium enterprises in 2011.
A new sales channel focused on customer care and retention was also implemented, and considerably helped with stopping the customers from leaving for the competition. A customer is now put directly through to a live operator, and trained specialists and dedicated desks for business customers were instituted in the brand stores.
According to surveys regularly commissioned by the Company, the changes were very well received and reflected positively on the overall customer experience.
Internet
VDSL (Very High Speed DSL) technology which offers faster data transmission was launched in 2011. The campaign featuring a ‘runner’ was communicated only at a local level (in the so-called GEO locations), which allowed for more focused targeting of potential customers with the proposition. GEO locations for the SME segment are different for the field force channels, whether the brands stores and franchises are the same as in the consumer segment.
Fixed access
The same activities as in the consumer segment were pursued in the fixed access area. The traditional fixed voice and ISDN lines did not get a priority for communication; only internet telephony (VoIP) was offered together with VDSL as part of the Unlimited Line bundle with xDSL and supported with a price promotion. In December 2011, a test pilot campaign for the self-installation kit for the no-VPN variant of the O2 Unlimited Line service.
Mobile access
A campaign to promote the family of tariffs O2 Business was ran during the course of 2011. It featured two main characters, Telefónica CR’s rep Lucie and entrepreneur Martin who is a customer. The campaign was a success and the number of subscribers of these tariffs doubled during the year to more than 20,000.
The majority of offers in the consumer segment was open also to SME customers – subsidised smartphones with internet access or the Christmas campaign doubling the number of free minutes. Both the above-mentioned bonuses were eligible for O2 Neon and O2 Business tariffs.