Culture

O2 puts the customer at the centre of everything and promotes a culture of ‘Can Do’.

We aim to turn our customers into loyal ‘fans’ who form a longstanding and personal attachment to our brand and its values. We rely on the skills and hard work of our employees to make this happen.

We believe that by making O2 a better place to work we are also better placed to fulfil our customer promises and to create a successful and sustainable business.

Our Business Principles set the standards of conduct we expect. We provide mandatory e-learning for all employees and offer a confidential helpline for anyone concerned about inappropriate business practices.

We aim to offer equal opportunities and competitive rewards. We want individuals to enjoy their work and share our goals.

O2 operates in an increasingly competitive environment. Our customers are discerning and diverse. We want our employees to reflect this.

In 2006, O2 UK launched Real Directors, an initiative that involves employees in developing customer strategies. We asked employees to put themselves forward for this role and selected 14 from 130 applicants. Real Directors now devote approximately 25 per cent of their time to bringing a grassroots view of the business to our decision-making and have regular and direct access to the Board.

Real Directors are able to draw on special training and development opportunities. In practical terms they are involved in decisions about tariff changes, customer service issues and child protection measures, and are fully consulted on issues that help to shape the development of the business at a customer level.

During the year we found new ways to involve employees in our customer research efforts.

• In the UK we conducted a large-scale customer relations enquiry. Our employees gained valuable feedback from customers on what makes excellent customer service by conducting around 1,000 interviews.
• In Germany we launched O2 Energize, a development programme which incorporates customer feedback gained through a newly launched text-based questionnaire.
• In Ireland we trialled the Thank you/Sorry scheme, empowering retail and customer care executives to reward customers where they see fit. If a customer complains or feels there is a better deal elsewhere, or if a good customer continues to be loyal to our services, employees can make ‘on the spot’ financial rewards or incentives.

O2 UK Advanced Apprenticeship Programme

An O2 Advanced Apprenticeship is a three-year programme combining on-the-job learning with academic study, providing apprentices with a unique opportunity to develop their skills, gain real, hands-on experience and achieve nationally recognised qualifications.

O2 currently has advanced apprentices in a range of operational areas, including billing services, systems security, data networks and service support.

Apprentices learn the skills of their job, undertaking a challenging programme of vocational training and technical study to achieve an industry-class apprenticeship. O2 was proud to be highly commended at the prestigious National Apprenticeship Awards in June 2006 for its commitment to the development of its apprentices.

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