O2 to let customers request data via Twitter hashtags

O2: "be more dog" campaign
O2: "be more dog" campaign

O2 is launching a service that will allow customers to check account information including data, minutes and texts, by tweeting.

Customers will have the option of tweeting pre-defined hashtags to receive the information once the service rolls out over the "next couple of months".

Feilim Mackle, sales and service director at O2, said the customer service innovation comes from the insight that customers are increasingly opting to interact with the brand through social media.

O2 claims its digital channels have seen a five-fold increase in customer interactions over the past two years.

Mackle said: "From information on service performance, to feedback on particular devices, the two way dialogue enables us to be agile when issues arise, as well as developing a closer relationship with our customers."

The development comes after a backlash over a potentially disastrous network outage was partially salvaged by O2 using its in-house social media team to respond to complaints with humour.

Ronan Dunne, chief executive at Telefonica UK, has credited a strategy of building trust in the brand with helping deal with the network outage crisis.

Dunne told Marketing: "It certainly wasn't our finest hour, but as a company in a digital age, we were able to use social media to engage with our customers in a tone that I don't believe would have been possible without the trust that we had built up in our brand positioning."

Separately, O2 today (1 August) announced it is to launch its 4G services from 29 August. The network will initially switch on in London, Leeds and Bradford, with ten additional cities to follow by the end of the year.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message