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For telecommunications leader Swisscom, excellent customer interactions have always driven loyalty. However, good experiences alone are not enough to differentiate a brand in a competitive market. Swisscom faced the challenge of delivering not just pleasant experiences, but also meaningful, branded customer experiences — distinctive moments where the brand’s promises are being met, resonating strongly with customers.
Rlevance partnered with Swisscom to deeply integrate their brand identity into every customer interaction. Initially, we facilitated a cross-departmental process uniting Marketing and Human-Centered Design teams. By analyzing best practices together, both departments aligned around a shared understanding of branded customer experience.
In the next phase, we collaboratively transformed Swisscom’s brand values into tangible customer benefits. We defined explicit customer reactions and developed an intuitive framework guiding human-to-human and digital customer interactions. This clear approach to customer experience design was specifically crafted to be practical for Swisscom employees, as customer experience and brand consistency are often created by employees in their day-to-day work, and not by experienced external agencies.
Finally, we collaboratively analyzed the complete customer journey, pinpointing pain points and opportunities for impactful, branded customer experiences – powerful moments where the brand’s promise is being met. Through innovative service design and enhanced corporate behavior, concrete ideas emerged to enrich Swisscom’s interactions with a unique brand essence.
As a result, Rlevance significantly elevated Swisscom’s approach to customer experience. The collaboration not only helped focussing on brand values in every customer touchpoint but also unified different departments around a shared vision. As a side effect, we were able to make the Swisscom brand guideline more actionable for all of its 19.000 employees.
Are you faced with similar challenges? We would love to hear about them.
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