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Strategic, 2015

Off-site to explore gaps between brand promises and customer experience

🏢 Hungarian Telekom (T-Mobile) serves millions of customers with integrated TV, phone, internet and mobile services.

⚡ T-Mobile in the process of redefining its brand, was keen to explore how far it is from their customers’ day-to-day experience.

💡 We organized a one day off-site, where T-Mobile’s directors took part in field research, video screenings and interviews. 
In the afternoon in groups they mapped their insights, customer pain points, and opportunities they had discovered.

✌️ During a final plenary session the participating directors formed action committees to close promise-experience gaps.
 The project’s insights were channeled into the wider brand development project.

💰 Value I brought to the project:

  • My previous service design projects with the client were a rich source of customer pain points to explore.
  • I conducted some of the guerrilla research, which were screened during the event.
  • I facilitated a team of directors throughout the day. Accompanying and coaching them during the field research sessions and facilitating the group synthesis workshops.

💙 T-Mobile’s Directors were among the most involved and engaged participants I have seen.

👥 Working as a lead service designer at Isobar Budapest’s Service Design and Innovation team.

#telecommunications #servicedesign #consulting