PRODUCT

TELENET TV

PROJECT: ELT JOURNEY OF THE NEW TV-BOX

To prepare the launch of the newest TV-box, we optimized the early liftetime journey for customers that order the TV-box. The big challenge was to map and analyse the customer journey, define opportunities and conceptualize new or improve existing touchpoints.

ROLE

I work as an external consultant in the Product Engagement team. I perform customer research and create concepts to stimulate customer engagement on the Telenet Entertainment products. 

DESIGN PROCESS

At the start of the project, I started with getting a view on the existing customer journey for customers receiving the current TV-box. By mapping out the touchpoints on a journey, we could see where the opportunities were located. By sending out surveys, performing customer interviews and researching data on incall and satisfaction reports, we had a clear view on the problems and needs of new customers. Knowing this, we ideated on how we could improve the journey. Always using the touchpoint map as a thread to build a coherent overall experience.

KEY INSIGHTS

When customers receive a new TV-box, they mainly use the features they know from their previous box. These are the classic tv features like linear watching, recording and the tv guide. Because they are satisfied by using these features, they don't look out for the extra features the new TV-box has to offer. From churn research we know that retention is higher if customers more often use these newer features like voice command, lookback and the channels and streaming zone. There is among new customers a subconcious need to discover these new features, because when they do they are often happily surprised. The challenge is to reach customers with this information, when we know they won't be looking for information. When new customers started using the TV-box, there was no guidance or communication via any channel, so this was the priority moment in the journey we focused on.