Product and service experience

Strategy

Customer satisfaction as a growth driver

Our customers’ needs are our top priority. Our actions are based on our internal Customer Relationship Principles, which aim for a responsible and transparent customer relationship. We offer personalised support, take the time to understand individual requirements, and deliver tailored solutions. We are committed to ensuring data protection, health and safety, and product safety – from product development and service processes to digital offerings. This is based on technological excellence, which enables reliable connectivity and fosters long-term customer satisfaction.

We ensure the most consistent service experience possible across personal and digital channels. In doing so, we focus on the needs of our customers. We proactively respond to these needs and develop solutions designed to create long-term added value. For business customers, we continuously expand our range of digital services, such as IoT applications and cloud-based network solutions. We always consider sustainability and data protection to ensure efficient network operations and to take environmental aspects into account.

Policies

Quality, safety, and responsibility in focus

We are committed to truthful information, education, awareness-raising, and inclusion. Our Guidelines for Ethically Responsible Communication defines clear principles for content and channels, with special protection for children and young people. Our commitment to data privacy and our AI Code of Conduct contribute to a sovereign digital life. Read more about these guidelines in the chapter Digital skills.

Our quality management system, certified according to ISO 9001, ensures compliance with defined quality standards through clear processes, regular audits, and continuous improvement. Should a customer ever be dissatisfied, we offer a variety of contact options. Furthermore, our Whistleblowing Procedure allows for the confidential reporting of complaints – for example, regarding human rights or environmental risks, as well as potential legal violations.

To measure customer satisfaction, we have established binding guidelines for the standardised and neutral calculation of the Net Promoter Score (NPS) in our internal Quality Management Manual. Compliance with these guidelines is regularly audited both internally and externally. Our Responsible Business Principles include safety and quality standards for our products and services, as well as for the products we distribute. Our Human Rights Policy ensures responsible design practices and the protection of health and safety during the use of our products.

Targets

We want to become the provider with the highest customer satisfaction and therefore work continuously to improve our customer experience – online, in our service, and with our offerings. We had the following targets by the end of 2025:

• To increase the O₂ NPS value.

• To maintain the Business to Partner NPS value at a high level.

Performance

Our approach is proving effective

• Compared to the previous year, we were able to slightly increase the weighted average O₂ NPS despite increased competitive pressure.

• The Business to Partner NPS increased within the year 2025.

Actions

What we do: self-service, IoT and security

Improving customer experience: With the Medallia tool, we systematically collect feedback at all touchpoints of the customer journey. We use the insights gained for data-driven decisions, analyse the drivers of the Net Promoter Score (NPS), and implement targeted improvement measures. Regular monitoring supports the continuous improvement of customer satisfaction.

Additionally, we use speech analysis in the hotline to evaluate customer feedback and optimise processes.

Get in touch directly: If customers have any questions, concerns or complaints, they can reach us through a variety of channels, such as by phone, chat, letter, or messaging. We also offer digital self-service solutions via our online portal or apps like “My O₂” or the “O₂ Business App”.

Customer service training: Our employees who interact with customers undergo a standardized coaching process with an internal audit score. In addition, quality assurance programmes and regular training – for example, on complaint management and communication – support service quality.

New employees receive initial training, and there are interview guidelines. A talent development programme promotes the development of future managers in customer service.

Leveraging AI for better service: We are implementing a robust governance framework for the use of AI, based on Group-wide guidelines. This includes conducting a bias analysis for each machine learning model, with the aim of obtaining fair and non-discriminatory results.

Furthermore, the AI ”Aura” has been facilitating access to information and contract details since 2018. This AI assistant uses large-language models, rule-based dialogues, and generative AI to efficiently answer inquiries. Aura is available via the O₂ online portal, WhatsApp, and the hotline and is continuously being developed. Full implementation is planned for the end of 2026.

Flexible plans: We offer a range of plans for various technologies such as DSL, cable, or fiber optics, as well as mobile LTE/5G routers for internet access via the mobile network and mobile services on demand. For business customers, we offer flexible options with transparent terms and fair pricing. We also provide special offers for people with specific needs, such as the deaf or those with a migration background, to promote digital inclusion (read more in chapter Digital skills).

IoT and data solutions for the future: We expand our IoT portfolio to include solutions for smart metering, smart mobility, and smart factories, as well as secure 5G campus networks. This allows us to offer companies tailored connectivity for their individual needs. Through Mobility Insights, we provide anonymised mobility data for research into climate-friendly mobility, health, and energy efficiency. The Data Anonymisation Platform (DAP) meets high data protection standards and is TÜV-certified (see chapter Data protection and information security).

Fostering innovation through collaborations: Through Wayra, our Open Innovation Hub, we initiate targeted partnerships with startups to solve technological challenges. In 2025, new technologies were validated and innovations accelerated in more than 15 pilot projects.

Making data protection transparent: Data protection information sheets inform customers about our form of data processing and their rights (see chapter Data protection and information security).

Regarding health and product safety, we comply with legal regulations and limits and provide transparent information on the topic of mobile communications and health. You can read more information here.

Business value

Three solutions for secure performance and powerful networks

Excellent service and customized solutions also apply to business customers. We support companies with technologies for reliably high network performance, flexible site connectivity, and secure data infrastructure – in whose development we consider technical efficiency and environmental aspects.

Three examples:

1. Defined network performance with 5G slicing

   With 5G network slicing, companies get their own network areas with defined speed, latency and security – ideal for IoT and critical processes.

   Sustainability advantage: Intelligent control and virtualisation allow for more efficient use of bandwidth and reduced energy consumption.

2. Agile site networking with SD-WAN

   Our SD-WAN solutions connect locations flexibly, quickly and securely via fixed and mobile networks – including central control and integrated security features.

   Sustainability advantage: SD-WAN replaces classic hardware architectures and enables remote management, thereby reducing material costs and lowering energy-related emissions.

3. Data Center Housing for maximum safety

   Our highly secure data centre infrastructure offers redundant power supply and direct network connectivity.

   Sustainability advantage: Modern efficiency standards can reduce energy consumption and avoid the need to operate in-house server rooms, thereby reducing space requirements and the need for electricity and cooling energy.

Next steps

Our roadmap to 2040

We will further expand the digital service experience, optimise AI-powered offerings, and develop new IoT solutions for business customers. Continuously improving the product and service experience – especially with regard to new technologies such as 5G and IoT – remains a key objective.