Case Study:

Enabling O2 to:

Increase sales, thanks to a 62% walk-out reduction providing additional conversion opportunity of £29m per year.

Improve allocation of resources, due to 27% greater floor efficiency and resource insights.

Acquire business intelligence insights that improve commercial decisions.


  • “It changes the perception of queuing. Queuing becomes fun, that time becomes your own time, rather than time spent waiting in a store for an advisor.”
    Bridget Lea | Head of Stores, Telefonica
  • “There has been a reduction in the number of walk-outs. More customers are now willing to wait because we can give them accurate waiting times.”
    Store manager | O2 UK

Client Profile

O2 is the commercial brand of Telefonica UK Limited and is a leading digital communications company with the highest customer satisfaction of any mobile provider in the UK, according to Ofcom. O2 has almost 500 UK stores, over 2,500 employees and more than 23 million customers.


As O2 continuously evolves the level of service and advice offered to customers in its stores, it has employed ‘concierge’ staff to greet and assist customers as they enter the store.

Previously, these concierges used clipboards to manage the customers wanting service. This created a number of challenges because the clipboards could become scruffy and gave no visibility of colleagues’ activities as they served customers. The concierges were unable to provide customers with accurate information about when they would be seen and customers would often become frustrated and walk out without service. The customers most likely to walk out were always the high-value customers wanting to buy contracts, rather than those with a problem or billing query. This meant that O2 was losing significant revenue opportunity every year.

The O2 team wanted a solution that had the ability to manage customers at the point of entry and provide accurate data on wait times to meet customers’ needs.

Clipboard challenge


O2 deployed the Qudini Host App across their 487 UK stores. Store concierges then used the Qudini Queue Management and Shop Floor Management features to better service and retain customers entering the store. They selected Qudini as we are a highly energetic and agile supplier with an extremely robust, scalable yet flexible solution to support their enterprise needs.



• The store concierge greets the customer entering the store and adds them into the Qudini app.
• The app provides the customer with an accurate wait time estimate calculated by our software.
• If the customer provided their mobile number, they receive an SMS message with a weblink to watch their place. An SMS updates them as their turn draws near.
• The customer is able to relax and enjoy their wait until introduced by the concierge to their advisor.

  • How Qudini helped reduce walkouts by 62%
  • How Qudini helped O2 reduce walkouts by 62% case study
  • How Qudini helped O2 reduce walkouts by 62% using the concierge app
  • O2 staff using the Qudini concierge app
  • How Qudini helped O2 reduce walkouts by 62%
  • Telecoms Retail Queuing System


Using the Qudini Shop Floor Management features, the store staff are able to manage their walk-in and appointment customers, communicate with their team members and organise shop floor activities using Qudini on their Samsung devices. Staff members taking their breaks are able to speak to the shop floor manager who can record their break and manage when they are due to return.


Over the years, O2 has been closely collaborating with Qudini over our road map and they are now planning to deploy our new Task Management software across their stores.


  • Results Icon

    Increased sales

    Thanks to a 62% reduction in walk-outs, the store team have the opportunity to convert an additional £29 million p/a worth of potential new contract customers.

  • Results Icon

    Better resource allocation

    The improved shop floor operations, driven by the Qudini software and the footfall insights that Qudini provides, has enabled O2 to better allocate their resources to the right times and locations saving them significant cost and driving more than a 1,000% ROI on the cost of Qudini.

  • Results Icon

    More productive shop floor

    Staff transaction times have reduced by 27%, with Qudini ensuring that more positive and productive conversations take place in less time. Providing the shop floor team with more time allows them to serve more customers and undertake more tasks.

    “Without Qudini, I would feel a lot less in control than I do right now. But I know exactly what is going on in my store and it helps me lead my team a lot better and it gives me the time to be able to do that.”
    – Store Manager, O2 UK


  • Results Icon

    Improved customer loyalty and advocacy

    O2’s NPS Fan scores have been at an all-time high since using Qudini, thanks to the improved waiting experience, better customer service and enhanced opportunity to engage with the O2 brand whilst they wait for service.

    “It’s something that we kind of show off to a customer and say “look, here you go, why don’t you enter your name in”, and it creates that little bit of trust that “oh, my name is captured on a system.”
    – Shane Popat. O2, Store Leader


  • Results Icon

    Smarter commercial decisions

    The O2 head office now has access to invaluable business intelligence analytics on their stores’ footfall, performance and operations, helping to improve sales and efficiency across their entire estate.

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    Improved competitive advantage

    With telcos typically losing footfall to competitors due to in-store waits for service, having an improved waiting experience ensures O2 can not only retain customers, but even capture those walking out of their competitors’ stores.

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    Increased staff retention

    The improved in-store atmosphere and team collaboration reduces stress and improves morale for the store colleagues making them more likely to remain in store. This reduces O2’s spend on recruiting and training colleagues.

  • Results Icon

    Reduced consulting costs

    Before Qudini, the O2 business intelligence team invested in consultants to undertake mystery shopping activities, time and motion studies and exit surveys across their stores. At the time, this was essential to being able to understand their store operations and customer experience. Now, they have all the data they need within Qudini on an ongoing basis, saving them £200k a year that would otherwise be spent on consultants. These insights can be used internally or provided to consultants to make faster and more meaningful changes across their business.


  • Interview with Bridget Lea about O2 store plans

    Read more >

  • O2 partners with Wayra start-ups to improve store experience

    Read more >

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