O2’s marketing and consumer team faces major cuts as the operator overhauls its customer strategy.
According to the Communication Workers Union (CWU), 110 roles will be placed at risk of redundancy, while 122 positions will be mapped to similar roles in the new structure. Twenty-two roles within O2’s Preston Brook and Leeds premises will also be placed at risk of redundancy, although the operator will open up 74 new jobs too.
The operator has already opened formal consultation talks with the CWU to discuss the restructure, possible redundancies and potential new jobs.
Mobile understands that the proposed structure will have clear lines of responsibility and will be divided into five parts: customer strategy and development, marcomms, consumer, business intelligence, and a devices and sustainability team. The move is part of a business plan aimed towards more digital services and experiences for its customers.
In a document drafted for its members, the CWU also suggested that a quarter-on-quarter decline in customer service index score and an ‘all-time high’ in customer dissatisfaction are key drivers in the restructure, as well as the need to ‘develop relevant, personal and integrated conversations with customers’.
An O2 spokesperson told Mobile: ‘We have a strong track record of delivering exciting and innovative products and services for our customers. In an increasingly digital world, the way in which consumers engage with media is evolving and becoming more sophisticated. We are therefore making some changes to our marketing team structure to ensure that we continue to innovate and deliver for our customers.
‘Overall, we expect a slight increase in the number of roles in our marketing team. While some of the teams will be smaller as a result of these changes there will be investment in new roles.’
O2’s customer service reputation is the envy of the industry as it continuously tops Ofcom polls for customer service satisfaction and fewest consumer complaints. The regulator’s most recent customer service satisfaction levels report placed O2 on 82%, 5% higher than its nearest rival Vodafone on 77%, while Ofcom’s quarterly complaints report has favoured the operator for twelve consecutive quarters.
In February, the UK’s second largest network operator announced strong 2013 results with almost one million new contract customers, its best performance in four years. At the time CEO Ronan Dunne told Mobile that his company’s success was built on ‘the breadth and attractiveness of its propositions’, citing Priority Moments and its popular Refresh tariffs.