The Challenge

A national telco wanted help with developing a digital strategy that would differentiate the organisation and deliver a great customer experience.


The Approach

We set up camp at a spot in the client’s office where everyone would stop by eventually - next to the kitchen. I led the research and strategy design and interviewed 20 customers and non-customers, conducted channel preference surveys, listened to calls in the contact centre, observed customers in stores and facilitated co-design workshops with the leadership team.


The outcome

We summarised the research insights and recommendations in a visual report and two future journey maps, for consumers and business customers. We designed a channel development plan and recommended ten strategic initiatives that drive customer experience. As an outcome of my work the client has created a dedicated role to drive the strategy forward and to deliver the desired customer experience across all channels.