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

Customer  Journey  2014  2nd  ediLon  

‘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  

Customer  Journey  2014  2nd  ediLon  

Customer  Journey  2014  2nd  ediLon  

WANTED High  impact  on  customers  Low  effort  for  a  company  

Customer  Journey  2014  2nd  ediLon  

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?