What we’ve learned from looking at other telcos and at what consultants are recommending

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At Swisscom, we are currently organizing our customer journeys into an all-encompassing structure.

To prepare, we’ve researched how other telecommunications are doing this, and how some consulting firms see the topic. For each approach, I’ll quickly share what makes them unique.

Maybe the overview can help you with your own design to structure those customer journeys (and maps) you’re working with.

Telco A


A thought experiment for after the lockdown

„Tickets and IC‘s, please!“, the three public transport employees call friendly but firmly when they enter the car. Everyone lifts their smartphone in anticipation of showing their ticket app but also gets out their wallet — everyone but one young professional in a dress suit. She starts to moan and curse.

“Sorry, ma’am, I need to see your immunity certificate for our day to continue”, the conductor says, while the lady persists to furiously scramble through her bag and pockets…

I was pondering the aftermath of this current COVID-19 situation when I read about people becoming immune to the disease. It’s currently assumed that most people will have some form of protection against becoming infected again. …


All-in-one family park, playground, café, and picknick area

Why it’s for families

Playgrounds for all ages, a community-operated café, a little park, an open animal farm, and amenities – there’s no question this is a place for families and it will be populated by them at most hours of the day.

Why you should go

The park is adjacent to the Limmat river, where in summer, adults (only, please; dangerous currents) can cool their legs. There’s enough shade to read your guidebook and plan your next move. Also, there are enough talkative parents whom you can get your next family tips from.

Our tip

Bring a pick-nick to devour under the shady trees and complement it with coffee from inside the center. Check opening hours of the farm, if you’re planning to visit.

Get the full guide to Zurich with kids at https://zurichwithkids.com


Experience the Alps just 30min from the main station

Why it’s for families

The journey is the reward: to find this hidden away restaurant, you have to take the train up the Üetliberg mountain and then find your trail through the forest to “the other side”. From there, enjoy views of the Jura mountain range — Jura Blick in German.

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Photy by Paebi CC BY-SA 3.0

Why you should go

Only 30 minutes from Zurich main station, this feels like an eatery otherwise only found in the Alps. Since it’s a little harder to find there’s almost always space for families — and if not everyone will be happy to make some. The restaurant’s small menu features daily specials that suit kids tastes well. …


Dedicated play zone & weekend brunch

Why it’s for families

Children enjoy Café for You’s dedicated toy corner. It is nicely separated from the café’s tables but still perfectly observable, should you want to check in on the kids. Everyone’s chilled when the kids enjoy their day.

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Photo by Café für Dich

Why you should go

Parents enjoy brunch from the buffet on Saturdays and Sundays — which is yummy even though there are others with more choice. The café’s location is conveniently central in district 4 from where you can go for a stroll in the Bäckeranlage park and then towards Langstrasse — Zurich’s infamous red light district that in our opinion is perfectly kid-friendly during the day.


This nature walks is perfect for summer days (and has a surprise built-in)

Why it’s for families

This short trail up or down the hill provides ample shade from Zurich’s summer sun. When it can be displeasingly hot in August or September, a stroll in the elephant’s stream will cool body and mind. Nowhere is the water deep enough to allow for a swim, but this also means children are safe when supervised.

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Photo by Roland zh, CC BY-SA 3.0

Why you should go

The elephant’s walk neither feels like hiking nor does it feel like it’s inside Zurich. It’s a nice change from urban discovery but you still take the tram back into town for ice cream or a quick shopping trip.

Our tip

Have we explained why it’s called elephant’s trail? Find out yourself on the upper part of your walk — but don’t spoil the surprise for your kids!


International library with no rain clouds inside. Pinky promise!

Why it’s for families

This library has a solid collection of children’s books for all ages. Best of all, they’re available in a bunch of languages — twelve to be exact — so you’re likely to find something to read for or to your kids in their mother’s tongue. Find a clean bathroom with a changing table upstairs.

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Why you should go

Spend an hour or two perusing books in one of the library’s comfortable reading nooks. Perfect for those days when even appropriate clothing is no remedy against the grumpy weather. …


Mastering Lean UX is no easy task for a team. Here’s how I’m trying to transform 50 of them. I call this the Lean UX pool party.

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Better products at scale

Jett Gothelf’s book titled Lean UX outlines a plan for working together to create better products. Its focus lies on how a single team manages a single product — not so much on how to transform a company towards Lean UX.

Many teams at Swisscom have this same challenge, but I’m trying to tackle it at scale. In an environment of a few hundred staff in almost 50 teams, introducing Lean UX promises big results, but also needs to scale.

I wholeheartedly believe that change comes from within. This means that only the product teams themselves can make the respective changes towards Lean UX. A team’s status quo is unique, their motivation very local and their steps very specific — consequently its transformation cannot be off the rack. …


I’ve only read the Lean UX book in the past few weeks. While most of the things it proposes weren’t new to me I found it a very stringent description of how things should be done.

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Since I work around digital services I would have wanted to have all my work colleagues (a few hundred people) read the book. Since that’s illusory I built a self-assessment. I’m using it to optimize the way we work.

You can, too.

Why is it public? Well, on the one hand I wanted to have a bigger audience profiting from it. On the other hand, it’s a lot quicker and easier to build a thing with SAAS tools outside the big corp I’m working in. Less rules.

So there you go.

Please let me know how it can be improved.


If you missed customer experience in the scaled agile framework (SAFe), you’ve misunderstood its core.

When first exposed to SAFe you’re learning dozens of new terms and abbreviations. You get a grasp of how things are supposed to work and maybe you’re also trying some things out in a demo session or two. Many things are new — and even when the terms are not, they often have a specific new meaning, different from your previous experience.

It’s thus easy to lose sight of the most important thing in SAFe: the customer.

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Don’t lose sight of the wood for the trees: customer experience is right there in SAFe

Make no mistake: the customer’s there — right there in every SAFe diagram. …

About

Felix Kaiser

Customer Experience at Swisscom. Experience is the product.

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