From Multichannel to Omnichannel: Insights from Telia's Journey to Better Customer Experience

Couple of years ago, Conversionista and Telia teamed up with the goal of establishing an AB-testing program, training Telia's employees, and building a testing culture within Telia. The foundation for this was to work data-driven, create strong hypotheses, prioritize correctly, and make insight-based decisions. Conversionista's framework was perfect for this task. We brought in a whole team and worked side by side with an internal team from Telia, spreading the CRO gospel within the organization.

Two years later we were fortunate to have Anett Schei, Head of Digital, and Hilde Aasnæs, Head of Customer Experience attending our breakfast seminar. They shared the results they have achieved by adopting an insights driven strategy, and how they continuously use insights to drive innovation, growth, and improve customer journeys.

Understanding Telia's Background

Telia Norway, formerly known as NetCom, has undergone significant transformations over the years. From acquiring Tele2, OneCall, Mycall, and GET, to rebranding as Telia, the company has positioned itself as Norway's daring challenger in the telecommunications sector. With 2.5 million customers and a 2023 net sales of 14,998 mNOK, Telia is a major player in mobile, broadband, TV, and datacom services.

The Importance of Customer Satisfaction

Anett and Hilde emphasize the critical role of customer satisfaction for business success. By focusing on customer experience, Telia aims to grow into an even larger and more trusted provider. They measure customer experience using the Net Promoter Score (NPS), which helps them gauge customer loyalty and satisfaction. Over the years, Telia has had varying results across the different services, but has in recent years seen a significant improvement in the customer centric focus and execution in the organization. As Hilde clearly states; when we see an improvement in customer experience it is because of a constant focus on user needs and their pain points.

Transitioning to Omnichannel

One of the main highlights from Anett and Hilde was their transition from a multichannel to an omnichannel strategy. But what exactly is omnichannel according to them? It involves creating a seamless and integrated customer experience across all touchpoints, ensuring that both customers and employees perceive the company as one unified entity. This requires common goals, KPI management, IT systems, data flow and solid internal communication.

The Plan for Omnichannel Customer Experience

Telia's approach to achieving an omnichannel customer experience involves these 4 critical steps:

1. Insight-Driven Decision Making: Utilizing data to make informed decisions that enhance customer experience.
2. Growth Mindset Culture: Fostering a culture that embraces change and continuous improvement.
3. AS-IS/TO-BE Situation Analysis: Conducting a gap analysis to identify areas for improvement.
4. Roadmap Development: Creating a roadmap to guide the transition to an omnichannel strategy.
   

Proactive Communication and Customer Care

One example they highlight is proactive communication to keep customers well-informed. By sending operational messages and early warnings, Telia has significantly reduced inquiries to customer service. For instance, between January and March 2023, Telia saw 14,200 fewer inquiries due to proactive outage communication on their website.

Telia's journey from a multichannel to an omnichannel strategy offers valuable insights for businesses looking to improve their customer experience. By focusing on customer satisfaction, leveraging data-driven decision-making, fostering a growth mindset culture, and utilizing proactive communication, companies can create a seamless and integrated customer experience. Start applying these strategies today and watch your customer satisfaction soar!