O2 has launched Joined Up Customer, a new service that it claims will help businesses tailor services to better suit their customers' growing digital needs.
In a statement on Monday, the mobile operator said the rising use of mobile technology has fundamentally changed what people expect from brands, as customers can now choose how and when they interact with a business, with "instant gratification becoming the norm".
But rather than fear the growing number of consumers taking to social networks to read recommendations of products and services, O2 said organisations see such platforms as an opportunity to grow.
Joined Up Customer, O2 said, will help businesses deliver new, personalised ways of interacting with customers using technology that opens communication channels through the use of apps and services.
The five technology areas covered by the service are: customer engagement apps and services; data and connectivity; enterprise mobile management; voice and unified communications; and consultancy.
As an example, O2 said it has worked with retail chain Debenhams to provide O2 Wi-Fi to its in-store customers, who also have access to deals when walking around the store.
The telco has also worked with Reading Council to develop a new mobile application to connect young people with the support services and resources available to help them get back into work.
"O2’s expertise in delivering the best customer experience, coupled with secure networks and fast connectivity, will empower employees to deliver a better service, increase efficiencies and reduce costs," O2 wrote in its statement. "Using this experience, O2 will work with organisations across sectors to provide their customers with the best digital experience."
Ben Dowd, business director at O2, added, “With the rise of mobile and social media, consumers have never been more connected or more influential. With smartphone penetration expected to reach 90 per cent in the next three years, and with the advent of mainstream 4G services heralding a much faster and seamless mobile internet experience, this shift of power to the hands of consumers is only set to increase.
"For businesses that get it right, I believe this power shift presents a huge opportunity to grow."