O2 Gurus proof of how a brand puts customers first

O2 Gurus are a nationwide team of tech specialists offering free, impartial advice on mobile technology — in-store, online, and over the phone.

The challenge

Make technology feel less overwhelming for our customers
Take the pressure off our contact centres by helping customers help themselves
Turn our tech expertise into a real reason for people to choose O2 and visit our stores.

We started with a simple idea: what if we had a team of friendly experts on hand to help anyone with their tech? And so, O2 Gurus were born

We built a nationwide team of tech specialists, ready to offer free, impartial advice — whether in-store, online, or over the phone
We took it a step further by launching a fully integrated campaign across TV, outdoor, digital, press, and live experiences. At its heart was a daily series of bite-sized tech tips from the Gurus, covering everything from how to pop in your SIM card to discovering apps that help you stargaze
But this was more than just sharing helpful content. We made sure to weave these videos right into the customer journey, produce them efficiently, and stay laser-focused on delivering real value — not just chasing likes or views. The results? Guru TV reduced our cost to serve, boosted customer lifetime value, cut churn, and grew partner revenue — all together generating at least £188.76 million in additional value
Importantly, we made sure the Gurus gave their advice to anyone who needed it, not just O2 customers
To keep their focus purely on helping people, we trained them in delivering brilliant service and removed all sales targets

The result

O2 Gurus didn’t just help customers — they changed the game. Competitors quickly followed our lead
Customers love the human touch, and we know that very satisfied customers stick with us for nearly nine years
Stores with Gurus see happier customers, better profits, and fewer returns
Our Gurus have even influenced how phones are designed and how user guides are written
Becoming a Guru has opened doors to exciting new careers for our people
Gurus on Live Chat have saved millions in service costs — adding £1.8m in value every year
And every year, they contribute another £1m in value by reducing returns and repairs.

The O2 Head Office