O2 plans radical revamp of 'confusing' brand website

In a document seen by Marketing, the network provider said it plans to establish a personalised relationship with customers and become a more ‘conversational brand’, in line with its aim to be ‘open, bold, clear and trusted’.

According to the brief, O2.co.uk attracts 12m visitors per month, but has been ‘unable to harness the digital opportunity end-to-end’ and engage with its audience.

It admits the site is hard to navigate, often forcing dissatisfied customers to phone its customer service  line, which is expensive for the company to operate.

The revamped site will still be a sales channel, but O2 wants it to be a more creative, multichannel experience, with less of a commercial focus, for its customers to ‘come and explore’.

O2 is seeking an agency to create a ‘radically different’ online experience that will help it ‘define the digital

experience curve rather than follow it’. The mobile operator  views potential brand advocates on social media as a key part of this strategy.

It also plans to use customer data, web analytics, smartphones and tablets to enhance its online offering. According to the brief, its aim is to ‘propagate O2 as a brand that acknowledges and appreciates its customers’.

An O2 spokesman said: ‘We’re always looking at ways to give our customers the best experience, whether online, over the phone or in store.’

This article was first published on marketingmagazine.co.uk