Client Story

Driving Retention through Seamless Digital Customer Experience for a Major Telco

In a highly competitive Dutch landscape, KPN is a leading incumbent telecom service provider. KPN’s mission-critical priority was to improve their customers’ digital experience across the full customer life cycle to retain its customer base and increase average revenue per user (ARPU). To achieve this, KPN’s ambition was to become a market leader in digital customer experience (DCX) and worked with Gartner Consulting to benchmark its DCX.

Mission-critical priority

Improve KPN’s DCX across the entire customer life cycle.

How Gartner helped

Working with Gartner Consulting to benchmark its DCX, KPN moved beyond simple subjective analysis of theoretical models and approaches to rigorous testing of actual digital features, with mystery shoppers testing customer journeys and specific features. For example, KPN’s shopping cart persistence was tested to show if customers could initiate, pursue and complete purchasing across multiple devices.

The benchmark acted as a compass, highlighting that KPN had a unique opportunity to succeed through a reliable web experience and by fixing the often-neglected “end” of the customer journey: Retention.

Business impact

KPN’s engagement with Gartner Consulting transformed digital experiences for Dutch customers. By rigorously benchmarking and optimizing web journeys, KPN achieved a 70% digital adoption rate in the “Change” journey and eliminated digital anxiety in telco interactions. The “Get Support” (Disruptions) experience saw digital uptake rise to 58%, fueling a dramatic NPS swing from −4 to +9. These engineering-led enhancements, guided by Gartner insights, resulted in over 20% Net Promoter Score (NPS) increases across key journeys and a top quartile DCX benchmark ranking — delivering predictable, frictionless and satisfying digital experiences.

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