Digital transformation is a complex, two-sided proposition that requires businesses to not only understand their internal capabilities, competencies and limitations but also recognize, understand and meet the expectations of increasingly fickle, digitally-minded customers. How could du, a leading integrated telecommunications service provider in the United Arab Emirates, prepare for the challenges of its own digital transformation journey while reinventing how it connected and communicated with its customers?

Insight

Keep it simple, relevant and transparent

It’s a paradox. Just as telecommunications providers are expanding their product and services portfolios to include increasingly more advanced, innovative and inherently complex offerings, consumers are demanding simplicity, relevancy and transparency. Specifically, simplicity in navigation, communications, interactions and content discovery across any and all channels. And transparency as a business value, be it about terms of service, tariffs or contracts.

Idea

Cocreate designs that drive behavior

What started out as a single engagement for IBM iX™, turned into a long-term collaboration that included a number of digital transformation initiatives.

du turned to IBM iX to drive its Digital Acceleration Program, an engagement aimed at creating the digital operations strategy foundations that the company’s Digital Experience Unit needed to transform du into a digital powerhouse. In addition to working with the digital team to define the vision, IBM iX helped develop the operating model for the digital delivery process, a projects roadmap, capacity gaps and governance models. Ultimately, by establishing a digital operations framework, expanding its capabilities based on a recommended staffing plan and orchestrating key strategic initiatives, du took significant steps forward in its digital transformation journey.

With the digital foundations laid, IBM iX and du embarked on the next phase: the Digital Customer Experience Reinvention program. The ongoing program, which employs a co-creation approach that includes du employees and existing and potential du customers, focuses on overhauling the company’s entire digital presence: its website, the eShop, and self-care and mobile applications. IBM iX conducted customer experience discovery workshops and used the resulting insights to inform design and develop logical user flows for the company’s digital channels. The company’s website, which was crafted and launched in less than four months, boasts a landing page and global navigation that succeed in meeting the key customer prerogatives of simplicity, relevance and transparency. In addition to replacing dense text with a more graphic and visual experience, the redesign categorizes content and uses landing page real estate in ways that make it easier for customers to find information. It also introduces a new, mega-menu structure that streamlines global navigation.

Impact

Entertaining and engaging with customers at new levels

The work of IBM iX with du continues and the company is seeing results. For instance, its Digital Customer Experience Reinvention program not only attracted the attention of both clients and the media but also succeeded in increasing du’s online customer utilization, awareness and digital services adoption rates. Within two months of launching its website redesign with an all new landing page and global navigation, du realized a 14 percent increase in customer interaction and time spent on site, a 10 percent increase in return users and 15 percent increase in mobile usage as part of a mobile first strategy.

15%

increase in mobile usage

 
 

10%

increase in return users

14%

increase in customer interaction and time spent on site

 
 

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