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In the latest episode of The Digital Customer Experience Podcast, host Daniel Paul sits down with Jenny Garneij, EVP of People and Change at Tele2, to explore the future of digital customer interactions, AI's impact on the telecom industry, and the importance of authentic customer experiences. From AI's role in automating tasks to the cultural shifts needed to enhance customer trust, Jenny sheds light on how Tele2 navigates these complex landscapes.
The transformation from volume to value
In this digital age, many companies still overlook a critical aspect: nurturing long-term customer relationships. Jenny highlights how Tele2 is shifting from a volume-driven approach to a value-centric model. This transformation underscores the importance of customer loyalty, moving beyond mere acquisition to fostering sustained relationships through appreciation and meaningful engagement.
Tele2 is transforming strategically to embed customer-centric values into every facet of the organization. “As an existing customer, you weren’t really appreciated or rewarded for your loyalty,” she notes, “and that’s where we want to make a difference.”
Building a future-proof organization in the age of AI
When asked how to prepare organizations for AI and digital customer interactions, Jenny suggests two possible approaches: the traditional “school book” method, which involves identifying core competencies and addressing capability gaps, or a more pragmatic approach. She believes both paths can guide an organization toward readiness, but starting with a practical focus on immediate needs often yields quicker results.
In fact, Tele2 is leveraging AI in practical ways, such as piloting advanced chatbots that can handle up to 80% of customer inquiries with minimal fallback. This initiative shows how AI can enhance customer experience when carefully integrated with human support.
The role of data in customer experience
For Jenny, data is more than just numbers — it’s the foundation for becoming an insight-driven organization. Using aggregated data to predict and respond to customer needs, Tele2 can deliver faster and more personalized services. Jenny advises organizations to continuously train their teams to analyze and act on data insights, which, as she says, “seldom lie.”
Tele2’s approach to customer experience
One key difference at Tele2 is their customer experience (CX) approach. Instead of seeing CX as the sole responsibility of front-line teams, Jenny believes that everyone in the organization should have a customer-first mindset. This approach ensures that customer-centric values are embedded into Tele2’s culture and day-to-day operations.
Tele2’s CX strategy revolves around “signature practices” such as active listening and going the extra mile for customers. Jenny explains that these behaviors should be ingrained in the company culture to create a consistently positive customer experience.
Navigating industry trends and AI’s role in telecom’s future
As AI continues to shape the telecom industry, Jenny sees its potential in automating tasks like billing inquiries and service upgrades, where consistency and speed are paramount. However, she stresses the importance of balancing AI innovation with customer readiness. For AI initiatives to succeed, she explains, they must be tailored to customer preferences and readiness levels.
One promising trend Jenny mentions is the shift towards an omnichannel approach, which allows customers to interact seamlessly across multiple platforms. AI will play a crucial role in enabling this by maintaining context across different channels and enhancing the customer journey.
Why employer branding and advocacy matter
With a background in People and Change, Jenny highlights the importance of aligning employer branding with employee experiences. Authenticity ensures that new hires feel genuinely connected to the organization’s values. This alignment reduces turnover and fosters a positive work environment where employees are more likely to advocate for the brand.
Staying competitive through adaptability
In an industry where trends can shift overnight, adaptability is crucial. Jenny advises leaders to invest in continuous learning and staying informed about industry trends to keep their teams agile and ready for change. “An organization’s speed of learning should always outpace the speed of change,” she says, summarizing her approach to leadership in a dynamic field.
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