We helped create a breakthrough new proposition fuelling KPN’s growth and redefining service bundling in telecom
New propositions for KPN
We set out to co-create new propositions with the client team and visualised potential new routes. We then validated and enriched these propositions with future customers – both consumers and small businesses. What we found was that we had actually missed the point in what we had created and that we needed to go back to the drawing board. Our propositions were either too complex or too unbelievable, or both. It had to become simple and powerful.
A bold new route
The Fronteer team started a thorough exploration of potential new scenarios and, based on the session insights, we found a very bold new route. We decided we had to let people decide for themselves when they wanted to combine KPN products, and with whom. Easier said than done -the resulting workload was huge. KPN had to completely change its customer management system and create unique single identities for each individual client. But it was worth the effort.
Now, KPN Compleet is one of the main drivers of KPN’s continuous gain in market share. It is an unlimited source of inspiration for new communication, activation and propositions. We are very proud that we were there to help, and able to give meaning to ‘Voel je Vrij’ (Feel Free): KPN’s new motto.
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