How a telecom provider worked on new insights?

How a telecom provider worked on new insights?

Joanna Kwiatkowska

§  Voice postpaid §  Voice pay as you go §  Voice mix §  Internet postpaid §  Internet pay as you go

Customer Journey 2013/2014

Customer Journey 2013

§  CJ for Internet: postpaid and pay as you go §  Product è service (and process!) §  Market researchers: Why do you conduct qualitative research?

§  Different interests of business stakeholders §  Customers – business stakeholders: face-‐to-‐face

1st ediLon

7 steps

They are really there! Our customers!

1st ediLon Customer Journey

2013

2nd ediLon Customer Journey

2014

pay as you go mechanism

Internet Voice Mix

Customer Journey 2014 2nd ediLon

‘If something is above the baseline then there is no pressure to change it. There is lack of this visual effect’.

1 2 3 4 5 6 7


‘Oh no, we had to put all those insights on this path again, when the most important thing is just to do something with it!’

short-‐term implementaLons for business stakeholders

long-‐term planning thinking and planning UX department



WANTED High impact on customers Low effort for a company


Internet

Mix

Voice

Conclusions

There are different ways of using CJ, e.g.: •  design tool, •  diagnosis tool: to analyze a current state (e.g., to marge business processes),

•  tool to track changes over Lme, •  tool supporLng long-‐term and short-‐term business direcLons.

CJ @ design

CJ @ business

Challenge

How to communicate/present Customer Journey if it does not indicate negaLve experiences?

Design

How a telecom provider worked on new insights?