Improving the Digital Customer Experience with Digital Advice – How Swisscom Does It

Stephanie MaederExperience ManagerSwisscom, Switzerland

September 2017

Inhalt

1. Market environment: Digitisation 3

2. Swisscom: Trustworthy companion in the digital world 5

3. Accompanying the customer: Digital Advice 7a. B2B: Portfolio Advisor, Product Consultant and Configuratorb. Tariff advisor for mobile subscriptionsc. Continuous improvement

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1. Market environment: Digitisation

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Digitisation

How Swisscom is driving digitisation-Attractive products and services for residential customers-Innovative solutions for companies-Work smart-Collaboration with different partners for innovation-"Digital Index Switzerland"1: Swisscom is number one

How Swisscom is influenced- Customer needs are changing- Habits and ways we work and live are changing- Demand for security increases

1 https://www.accenture.com/ch-de/digital-index-ch

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Swisscom – the bestcompanion in thenetworked world.Trustworthy, simpleand inspiring.

The best in the networked world –everywhere and all the time.

Vision

How to reach the vision

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Building the best infrastructure

> High-quality infrastructurein terms of security, availability and performance

Offering the best experiences

> First-class service> Individual, flexible and

personal experiences> Simple and convenient

contact

Realising the best growth opportunities

Five strategic priorities:> Operational excellence> Transformation> Maximisation of core

business> Growth> Fastweb development

> Energy efficiency and climate protection> Work and life> Media skills and security

Corporate Responsibility

> Attractive employer> Fair supply chain> Networked Switzerland

Digital Advice at Swisscom

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Digital Advice at Swisscom

B2B1. Smart Business Connect Advisor2. Smart Business Connect Consultant3. Story Advisor 2.0

B2C1. Tariff advisor for mobile subscriptions for residential cusotmers2. Tariff advisor for mobile subscriptions for SME3. Guided Selling Guide for Accessories

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Digital Advice at Swisscom

B2B1. Smart Business Connect Advisor2. Smart Business Connect Consultant3. Story Advisor 2.0

B2C1. Tariff advisor for mobile subscriptions for residential cusotmers2. Tariff advisor for mobile subscriptions for SME3. Guided Selling Guide for Accessories

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Tariff advisor for mobile subscriptionsfor residential cusotmers

2013 2014 2015 2018

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2016 2017

NovemberBEAT Version ready

DecemberGoLive POC Advisor

JanuaryPOC successful

MarchGoLive Advisor

JuneGo Live campaignadvisor and mobile Version

NovemberNew design

NovemberNew accessconcept foradvisor

DecemberGo Live Retargetingcampaign

FebruaryNew banners

DecemberA-/B-Testingsfor Redesign

January -AugustA-/B-Testingsfor Redesign

SeptemberPOC for SME advisor

POC for gift / accessoryadvisor

> Targeted banners for customers, which we think are searching forsubscriptions

> Retargeting banners with therecommended subscription

> Wording test for naming "Advisor"> Newsletter works well

Continuous improvement:Tariff advisor for mobile subscriptions

Access to advisor Steps in the advisor Click-Out

Result Result Result

> Where and when can we find theusers that are interested in theadvisor?

> Which Design, Wording etc. leadsbest to the advisor?

> Start page removed> All steps to differentiate the

recommendation are needed.

> Do we need a "start page"?> How does the customer navigate?

How can we make it as easy aspossible and intuitive for customersto go through the advisor?

> How is the experience on a mobile device?

> Button naming "Order" or "Details"

> How can we leed the customer fromthe advisor to the sale?

> Which Wording is best for thecustomers?

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> No more clicks after choosing an option, but direct forwarding to thenext step

> Options in bigger spaces, which arecompletely clickable

> Not only text, but animation

Continuous improvement:Tariff advisor for mobile subscriptions

Design & InteractionIn every modification, you find an imporvement Extension

Result Result Result

> Which Design reflects thecustomers best?

> Does the CD give us newpossibilites? How can we make theadvisor even more intuitive?

> A-/B-Testing

> All changes can lead to newimprovements

– Better leading to the rightresult

– Integration of productvisualisation

> With every modification of theportfolio we have to check if an improvment can be done in thesame step

> Subscription Advisor for SME costumers

> Selling Guide for Accessories

> For which products can weintroduce an advisor?

> Where can we help online customers with advisors?

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+ Visits+ Final page reached+ Click-Outs+ Sales

What we have achieved

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Thank you!Any questions?