Epic timing today no matter the market fuss about iPhone 4 supplies - jumped on the old dutchy and cycled a sweaty lovely sunny ride down the High Street in hunt of the O2 store. I thought I’d have to put my name down for the jump from 3G to 4.0 (didn’t bother with the 3GS, trying to do my bit for skinny living). But no - lined up, was greeted by an amazingly efficient calm O2 service guy (team) who said they had stock.

Upgrading or even just signing up to a new mobile contract is no speedy matter - so I was fully prep’d for a long wait.

And the line grew longer.

So let me paint the scenario - they’ve got 3-4 stations to actually serve customers 1:1 to do the sign up and talk thru the tariffs - and lets face it, there’s hundreds of them so for most people it does take someone in store walking through what they actually mean (cannot someone invent consumer friendly language to translate tariff booklets!!! we’ll do it!). As I sat there waiting, and then being served, and then waiting again because of some issues (always issues), the line grew longer and the wait longer obviously.

Anyway - to the reason for this post. The service staff of 4 were doing an amazing job - people slightly irate waiting, or asking for the translation - which the team must be repeating to EVERY person (insight?) - the phone is going off non.bloody.stop. People are coming in HOT, queuing, waiting, standing, complaining - and still the phone rings. I asked the guy why the phone didn’t divert to the customer service centre - he said the rule was that the instore phone was supposed to be answered within 6 rings!! yeah right O2 instore ‘in-the-HQ’ bossperson. I have nothing but praise for their service and handling a stressful day of which I only played a small customer part. And to think it’s still going on for them now some 5 hours later. Apparently I get sent a text once this phone is activated asking what I thought of the service - trust me, that team gets gold medals from me.

The O2 brand line is ‘we’re better, connected’ - which I have to say is cool, I’ve been with O2 for years and they’re brilliant. However, if we think of the branded service delivery, the cultural representation of O2 by their people instore, they’re doing amazing things in the face of huge demand completely under staffed.

02, your people would be even better, better resourced.

And forgive me fro being so bold, you should ask the front of line staff for their Ideas on improving things - you’d be pleasantly surprised.

O2 we’re better, connected