CX transformation of Tele2: From a discounter to a customer service leader

Abstract

The case is devoted to the transition of the telecommunications company Tele2 to a management system based on the principles of continuous improvement of customer experience, or CX-transformation. The case describes the development of Tele2 in the Russian cellular market in 2003–2020. Firstly, it outlines the main aspects of the Tele2’s business strategy in 2003–2016. Secondly, it provides a detailed description of events that took place in 2015–2016, when Tele2’s financial and operational performance indicators dwindled, and the mobile operator was challenged to develop a new business strategy that meets the changing market realities. Finally, there is a description of a new customer-focused strategy that implied the integration of customer metrics into all organizational processes and the restructuring of the internal customer experience management system. The case describes actions taken by the company during 2017–2020 to implement customer experience management practices and outlines the key results of Tele2’s CX transformation. The case is based on Tele2’s internal reports, retrospective interviews with the company’s representatives involved in the CX transformation process, and secondary opensource information. The case can be used to discuss the prerequisites, goals, components, and success factors of CX transformation.

From interaction to immersion: Technology's impact on customer experience in the digital era

“…Looking ahead, emerging technologies like virtual and augmented reality, blockchain, and the Internet of Things (IoT) are poised to further revolutionize customer experience [7] . The potential of these technologies to create more immersive and secure customer interactions is a promising area for future research and application [8] .…”

“…The selection of literature for this review was guided by the relevance to the central themes of digital transformation and customer experience. A total of 12 papers were meticulously chosen based on their contributions to these topics, ensuring a diverse range of perspectives and findings [1][2][3][4][5][6][7][8][9][10][11][12] . These papers encompass various aspects of digital transformation, including its impact on customer experience, the tools and technologies used, and the challenges and opportunities it presents.…”

“…With more devices becoming interconnected, businesses will have access to a wealth of real-time data, allowing for more responsive and personalized customer service. Smart technologies could lead to more automated and efficient customer interactions, enhancing convenience and satisfaction [8] .…”