Converting a product to a subscription-based service and facilitating change in user-habits

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THE CHALLENGE

Get customers to overcome their existing habits and subscribe to a new service

Telekom wanted to improve their customers’ Wi-Fi usage experience, and one of the most important elements of this is coverage. Many customers own old devices and are used to limited Wi-Fi at home: one part of the apartment has a strong signal, while the other doesn’t.

Telekom wanted to map what factors influence their customers from a behavioural point of view, and how to change related attitudes and habits. In summary: how can we help users’ recognize a demand for a service that would significantly improve their user experience, but which they are reluctant to try due to their ingrained habits?

OUR APPROACH

BeHive applied a unique combination of two behavioural frameworks to identify the root cause of the problem and map the key influencing factors in relation to the problem.

Building on the in-depth literature review focusing on habit formation and perceived value, we conducted a detailed behavioural audit and re-designed the customer journey. The modified customer journey and behavioural audit incorporated the suggested changes and behavioural intervention points throughout the different stages, alleviating the barriers that inhibited the desired behaviour as well as increased the perception and relevance of the benefits provided by the service.

BeHive further supported the team with a two-day workshop that explained the theoretical background – equipping the team with a behaviourist-way of thinking – and an implementation plan for the solution.

The Result

Based on BeHive’s recommendations, Telekom redesigned their communication and sales strategy for the service, which resulted in the following:

Increased customer awareness

Increased customers’ awareness of the benefits of switching, thus creating a need for the service.

Reduced frictions in journey

Ensured an effortless way to subscribe to the service, minimising the occurrence of an intention-action gap.

Increased user satisfaction

Increased overall user satisfaction in relation to the service.

Testimonials

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Andras KezaiCustomer Journey Chapter Lead

End-to-end thinking about what the client is doing in a given situation is extremely difficult, especially since oftentimes we can only see a kind of ivory-tower view and become blind to reality. The BeHive team has opened our eyes to a multitude of perspectives on how the customer might think and how we could act on it. This external expert view is imperative during product development! Working with them was extremely helpful!

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