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ome // Business Areas // Consumer & Marketing // CRM // Day in the Life

Stuart Maciver - Consumer Contact Planning Lead

Interesting job title – but what does it mean? Stuart Maciver gives us the lowdown.

“My job is to decide which customers get what O2 communications, when and how. We don’t want to deluge our customers with information, so my team monitors how much we’re sending out and how relevant it is. On average, it’s about 12.5 million communication pieces every 30 days. That sounds a lot but it’s a sensible amount – there’s not too much and it’s all relevant to individual customers.

Everything that O2 sends out has to look good and be on-brand. Plus, it has to support the business’s aims. My team and I ask what the current business demands are, for example, attracting more customers, raising revenue, or reducing costs. Then we roll out communications that support these demands. There are a lot of other teams (or stakeholders) we have to listen to – Brand and Operations, for instance – so it can be complicated.

In every country where Telefónica operates, we are seen as being at the forefront of customer communications. Although I’m very proud of that, it puts extra pressure on us – we’re always the ones doing things that no one else has done before. On the other hand, I like leading the way when it comes to building relationships with customers. That’s the best thing about my role. You need experience to do what I do, but at the end of the day, it’s all about creating a rapport with the customer.”