Turkcell Customer Experience Journey Mapping

Turkcell has 35.2 million subscribers throughout Turkey.
With a network of over one thousand stores, the company has
the largest retail network in Turkey’s communications industry. With the rise of smartphone use, contracted device sales have become the cornerstone of total sales in store. Therefore,
Turkcell wanted to offer the most pleasant customer experience to contract device customers.

Identifying Problems

I-AM were appointed to identify problems throughout the process and solve them in a user-centred way. I-AM addressed problems such as waiting time, the necessity to interact with multiple employees and the congested circulation in stores. A set of recommendations were generated via two approaches: by taking the identified pain points in the customer flow as a starting point, and then by looking at the defining moments in the customer journey, and aiming to turn these into magical moments.

Following a workshop with Turkcell employees from a range
of different departments, the most popular recommendations were chosen for further development and implementation in Turkcell stores.