A telecom operator’s customers had to call or visit a store to manage wireless, TV, internet, and home services, and every one of those trips was a chance to lose them.
“Customers do not think in channels. Their experience should not have to either.”
The operator needed to modernize its online experience so customers could manage wireless, TV, internet, and home services without contacting care or visiting a store. The new application had to support cloud infrastructure and frequent feature releases, enable two-way interaction with real-time notifications, and track the customer journey across channels and touchpoints to surface pain points.
ML arteka developed and integrated a new application on an advanced technology stack, letting customers Browse, Search, Buy, Self-Serve, and provide Feedback across web, tablet, and mobile. Billing and payment were built to client standards, reusable APIs were created for cross-functional groups, and an in-app message delivery system with push notifications and real-time analytics rounded out the platform.
The result: a mobile-first, omnichannel experience that improved response time, customer engagement, and Net Promoter Score, with personalized offers from analytics and a platform the operator can reuse to build new apps at minimal cost.
Business Outcomes
A single, mobile-first journey replaced channel-hopping and gave the operator a reusable, analytics-driven platform.
Browse, buy, and self-serve across devices.
Improved response time and satisfaction.
Built at minimal additional cost.
The Transformation
From channel-hopping to one continuous, mobile-first journey.
- 1
UnifyOne Journey, Every ServiceEnabled Browse, Search, Buy, Self-Serve, and Feedback across web, tablet, and mobile. - 2
IntegrateBilling, Payments, and APIsBuilt billing and payment to client standards and reusable APIs for cross-functional groups. - 3
EngageMessaging and AnalyticsDelivered in-app messaging with push notifications and real-time business analytics. - 4
PersonalizeOffers from AnalyticsPresented customers with personalized offers derived from analytics.
The Business Challenge
Managing Everything Without Calling Anyone
Customers needed to self-manage every service, and the operator needed a platform that could keep evolving.
Care and store dependency
Managing services required contacting care or visiting a retail location.
Cloud and frequent releases
The platform had to support cloud infrastructure and rapid feature delivery.
Two-way interaction
Customers needed to report issues and receive real-time resolution notifications.
Cross-channel visibility
The journey had to be tracked across channels and touchpoints to find pain points.
Business Outcomes in Detail
What the Numbers Mean
Browse, buy, and self-serve across devices.
Improved response time and satisfaction.
Built at minimal additional cost.
Technology Snapshot
The Omnichannel Stack
The real deliverable was not one app, it was a reusable platform. Once the operator could build on it, new experiences for enterprise customers came at a fraction of the cost.
Executive Questions and Answers
The questions leadership tends to ask when evaluating an approach like this.
Experience
What can customers now do themselves?
Browse, search, buy, self-serve, and give feedback across web, tablet, and mobile, without needing to call care or visit a store.
Reuse
Why does the reusable platform matter?
The operator can now reuse and extend the mobile platform to build new applications, including for enterprise customers, at minimal cost.
Impact
What changed for the business?
Improved response time, customer engagement, and Net Promoter Score, with personalized offers driven by analytics.
