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User Experience Transformation in Telco Companies: Turkcell Case

2013; Springer Science+Business Media; Linguagem: Inglês

10.1007/978-3-642-39253-5_10

1611-3349

Seda Alpkaya, Cem Sakarya,

Digital Marketing and Social Media

Turkcell is a telecommunications company in Turkey that places the customer at the center of its organization. Customers physically interact with Turkcell through physical touch points; like Call Center, Turkcell shops, Turkcell web site (www.turkcell.com.tr), mobile devices or applications like Turkcell TV, Turkcell music etc. Through a real commitment to the customer; Turkcell business units align themselves with the customer and emphasize long term relationships in order to satisfy customer needs. Value is created both for the customer and the company; by going well beyond selling products but providing comprehensive solutions. Competitive advantage is not based on Turkcell’s products and services itself; but also in understanding the behaviours of the customer. Even the organizational structure was re-aligned, based on the needs of the customer. This study will evaluate the transformation of Turkcell from product centricity to user centricity. It will also demonstrate how the company emphasizes an outside in approach in order to look from customers’ perspective. All the business units were re-aligned cross-functionally to improve processes and to focus on customer-articulated needs. For this purpose, user experience (UX) methods that are used within the company, studies conducted to increase awareness about UX, tools used to create solid UX outputs and a UX driven project where customer involvement was secured at all stages will be elaborated. The findings will reveal that when a simple and consistent UX is delivered, it is possible to develop a UX strategy that will deliver a ROI, increase competitiveness, drive customer loyalty and innovation within a company. By keeping the market updated on the recent success stories and innovations within global companies, it is also possible to show the benefits of UX, make it tangible and easier to communicate.