Organization formation / Transformation / Telecommunications

O2: CX Trail

Our team helped O2 rethink mobile tariffs around customers rather than contract complexity. We turned research into an immersive customer journey and tangible tariff concepts; the resulting Customer Experience Trail became training for employees and partners.

Role: Creative Director
Client: O2 Germany / Telefónica
Duration: 13 weeks
Deliverables: CX Insights, Journey, CX Trail, tariff concepts, disaster game workshop format, training modules in CX.

O2: CX Trail. Our team helped O2 rethink mobile tariffs around customers rather than contract complexity. We turned research into an immersive customer journey and tangible tariff concepts; the resulting Customer Experience Trail became training for employees and partners.

The brief

Challenge.

Problem

Mobile tariffs were difficult for customers and sales staff to understand, while contract complexity undermined the customer experience.

Goal

Help O2 compete through a customer-centered strategy and make tariffs easier to understand.

Constraint

The work had to connect customers’ needs with shop staff, call centers, and the people inside O2 who designed tariffs.

Success metric

Build an experience that could change how the organization understood customers and become reusable employee and partner training.

Process

Discovery

We followed the journey from choosing a contract to buying, renewing, or leaving. We spent time with customers, worked in O2 shops, listened in call centers, and examined how tariffs were designed.

Strategy

We saw frustrated customers who wanted devices, not complicated tariffs. Complex tariffs led many customers to delegate decision making to someone they trusted. O2’s core tariff offer was broken and required the entire organization to fix it.

Design

Rather than present another slide deck, we built a tunnel that let clients physically experience the journey’s pain points. We then expressed new tariff concepts through wearable T-shirt prototypes.

Outcomes

The CX Trail was replicated at German HQ and later at Telefónica’s Global HQ in Madrid as well as at other hubs in Latin America. It became required training for all new employees, agencies, and vendors as O2 grew.

Discovery

Making tariff complexity visible

We examined contracts alongside the experiences of customers, shop staff, call-center teams, and tariff designers. The challenge was to make tariffs understandable for both customers and salespeople.

Starting with customer empathy

Time with carefully selected customers exposed the needs behind purchase and renewal decisions. Research observations were collected and connected into a shared evidence base.

Strategy

Customers wanted devices, not tariffs

Customers were overwhelmed by information and often delegated tariff decisions to trusted experts. Three attitudes—skeptical, expert, and trusting—helped the team understand different responses to complexity.

Design

Feeling the journey, not just mapping it

We built an immersive tunnel around informing, procrastinating, delegating, monitoring, and quitting or extending a contract. Walking through those moments made customer frustrations tangible for the client team.

A tariff idea people could wear

T-shirts became prototypes for communicating tariff ideas without pricing tables. The word-of-mouth concept made a possible offer concrete and discussable.

Four more ways to rethink tariffs

Concepts explored sharing data to pay less, adapting to changing life phases, donating unused minutes, and group or organization tariffs. Each used a wearable message to express its central idea.

Outcomes

From project artifact to organizational training

Replicas at the German and Madrid headquarters extended the trail beyond the original project. The deck reports training for more than 20,000 employees, franchisees, and vendors, alongside subsequent O2 business results.

Film

Inside the Customer Experience Trail.

This video is password protected.

20,000+Employees, franchisees and vendors trained

2007Replica built at German headquarters

2013Replica built at global headquarters in Madrid

#4 → #2German service-provider revenue rank in three years

Source: O2 case-study deck, dated 18 February 2015. Revenue ranking and Q2 2010 business figures are reported company outcomes, not proof of this project’s direct impact. Artifact stages are inferred because the deck has no named PowerPoint sections.

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