.png)
INCREASE CUSTOMER ADOPTION OF TELECOMS DIGITAL
SELF-SERVICE PLATFORM
TRUE ISERVICE BUSINESS STRATEGY AND IMPLEMENTATION
True Digital Media and Platform ( True Corporation Public Company Limited)
Role
Product and Marketing manager
Expertise
Business and Marketing Strategy
Brand Development
Digital Marketing
Cross functional team
Business and Service Design
True iService is a Telecoms digital self-service platform for True customers. It is similar to My Vodafone or My O2 in the UK. By using True iService mobile application or website, customers can check call/data usage, pay bills, purchase internet or TV packages and contact the call center anytime anywhere. The purpose of creating True iService is to increase customer satisfaction whilst reducing operational cost.
In this project, I was a Business Owner from 2017-2019. My role was to create business strategy, lead rebranding and manage a team as well as stakeholders to encourage customers to use True iService platform instead of traditional service channels such as call centers or shops.
Within 2 years, it became hugely successful. Key successes were:
1. Acquired over 2 millions users
2. Uplifted over 50% Payment and purchase transactions
3. Reduced £4 million of operational cost
4. Increased Marketing Budget from zero to £1 million
Goal
Making True iService accessible to everyone in order to increase users.
Situation
When I started working on this project True iService was in a downturn – Users decreased in the first quarter by 20%. No staff were in the team at this time other than myself and there was no marketing budget for the first 3 months.
Business Insight and Strategy
Strategy
Make True iService brand communication accessible and user friendly.
Branding
Insight
The brand communication was informative and had no emotion.
Action Plan
1. Establishing True iService as the Official Digital Self-Service Platform for True customers.
2. Creating consistency in key messages, propositions and benefits.
3. Make the brand more accessible in language, theme and image.
Strategy
Increase awareness of True iService within the company and among True customers
Awareness
Insight
Low True iService awareness. Users and stakeholders feel that Digital Service is not necessary.
Action Plan
1.Using internal communication channels to promote True iService to employees.
2.Approaching True iService customers through online and offline channels.
3.Partnering with Customer Service and Commercial teams to integrate True iService through customer journeys and touchpoints.
Strategy
Create customised campaigns and incentives for customers.
Marketing
Insight
Irrelevant marketing activities and incentives for customers
Action Plan
1.Creating co-campaigns to capture customer needs in each interest.
2.Shifting the content marketing to become more relevant to customer lifestyles.
3.Using Business Intelligence to create customisation of incentives and offers.
Strategy
Provide more channels for customers to access True iService and improve UX
Product
Insight
Product was difficult to access and use. 80% of users quitted on the log-in page and stopped using it within 2 days.
Action Plan
1.Promote True iService website to give users options especially for non-smart phone users.
2.Propose automatic log-in feature development for web and mobile app
3.Create deep links for each service expanding service usage.
Implement Strategy and Achievement
From insight to real life
Key contributing factors of growing True iService is execution and teamwork. In doing so, we adopted an Agile culture that involved the team having weekly Sprint Planning and Reflection meetings. This resulted in deliverables including testing and optimisation being carried out quicker. Here are some examples of changes that True iService have made:
Before
After
Brand Refreshing brand from digital utilities to lifestyle services made products more friendly and accessible for all.
Before
After
Product Changing User Experience from traditional login to automatic login significantly increased product usage.
Newspaper
Influencer endorsement
SMS
Google Display Ads
Google SEM
Marketing Reached customers with targeted campaigns through different types of media and touchpoints.
Awareness Increase awareness and engagement with on-ground activities. Events allowed customers to create a close relationship with the brand while the team could collect valuable product feedback from participants.
Download True iService Mobile Application
True iService Website
