The main challenge was simple but ambitious: to transform the way Movistar focuses its business.
In order to achieve this, it was necessary to gain a better understanding of Movistar customers, their expectation regarding a mobile operator and how they use their phones in order to a deliver customer relevant service proposition on Movistar devices.
Blueprints by profile
The scope of this project was of such magnitude that it required a complex methodological staging. After gaining preliminary insights through street intercepts, we carried out in-depth contextual interviews, which led us to a series of key insights. One key discovery being that firstly, the relationship of a consumer towards technology has enormous influence on how he or she will use a phone and secondly, that most Movistar customers are much less technologically savvy than previously assumed by our client.
Based on the conclusions from our field work we conducted a series of co-creation workshops with consumers to define a strategic tool set that would allow the Telefonica team to offer a more customer centric services delivery and value proposition on their phones and throughout their entire eco system including shops and web.
We were able to provide value far beyond the initial project scope by shifting Telefonica’s understanding of their customer base. Furthermore, by crossing qualitative with quantitative data sets with the help of internal Telefonica teams, we were able to quantify the different customer typologies in our segmentation. We also helped them to realize that ensuring a seamless process of service discovery is at least as important as choosing the “right” preinstalled services themselves.
We were able to provide value far beyond the initial project scope by shifting Telefonica’s understanding of their customer base.
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