Minun Telia – Customer Experience made easy
In 2017, two of the leading Finnish teleoperators (Sonera and Tele Finland) became one seamless Telia. What it meant for us was more than just changing the logo — making the Nordic brand our own, combining the two cultures, best practices, ways of working and of course, redesigning all of our products and services. Before Telia we had more than 14 different apps and digital touchpoints. As a whole they were confusing, overlapping and prone to create mistrust among customers.
We knew what we had to do: simplify — with the help of our customers, the Forwards. Together with our customers we created Minun Telia app, which soon it became the heart of their customership. By making every day life easy, personalized and fun, the usage compared to the old Sonera app almost tripled within less than a year. Churn decreased by 85% and the number of call-to-action clicks increased by more than 2000%.
As a whole the Minun Telia app project was the first thing that brought our new CX vision to life. The vision was created during the transformation phase and now guides our way towards the new and unknown. It sets its trust on four pillars:
- New customership means that anyone can be our customer, with or without subscription or the difficult transition between B2C and B2B needs.
- To be where the customers are gives us a clear sense of a unified ecosystem, that builds itself around the customer — whether homebound or abroad, on different devices or with the help of new technologies such as chatbots, artificial intelligence (AI) and service personas.
- A new way of using and buying enables us to make life easy for our customers by not restricting, but opening up our whole offering for the customer to choose from, and easily switch services on and off.
- To make sure the vision becomes reality, new ways of working are required: freedom to create and learn together – internally and with the customer.
Laying the foundation for the app to resolve the usual customer needs, is where it all began. From the user being able to check saldo or puk-code for a subscription, updating his or her services and paying bills to getting personalized information about their customership. But that was only the beginning of our journey.