Client: Telenor

Ensuring Connectivity and Innovating Self-Service in Telecommunications Retail

customer satisfaction, retail, self services, telecommunication

Challenge

Telenor is one of Scandinavia’s largest telecommunications companies, offering mobile services, subscriptions, devices, and accessories to a broad and diverse customer base. However, as customer volumes grew, in-store staff became overburdened with simple service tasks—such as setting up subscriptions, answering basic support questions, or helping select accessories.

This left less time for personalized service, reduced customer satisfaction, and meant significant sales potential (especially in accessories) went untapped. Telenor needed to rethink the in-store journey to make self-service intuitive, efficient, and enjoyable—while still driving sales and customer satisfaction.

“The nudge concepts optimized the in-store environment and made self-service easy and intuitive.”

Anja Lehmann Roed, Head of Channel Development and Specialists, Telenor Denmark

Approach

Telenor partnered with Krukow to develop behavior-led self-service concepts for both physical stores and digital platforms. The collaboration included:

Field visits and behavioral analysis to understand pain points in the current journey.
Design of visual and intuitive self-service flows that accommodated different customer behavior types.
Optimization of store layouts, POS materials, space management, and digital touchpoints to support self-service.

Solution

New physical and digital nudge-based concepts were designed, implemented, and tested in Telenor stores, including:

Clear and intuitive in-store wayfinding and signage for self-service areas.
Digital self-service flows that simplified subscriptions, purchases, and repairs.
Behavioral prompts and micro-interventions that reduced the need for staff assistance and encouraged add-on purchases.

Impact

The new self-service concepts delivered measurable results:

+40% sales increase on selected phones.
+100% sales increase on accessories.
+65% increase in customer satisfaction.

Conclusion

By embedding behavioral design into both physical and digital retail environments, Telenor transformed the customer experience and unlocked new commercial opportunities. The project shows how self-service—when designed around real customer behavior—can simultaneously increase sales, satisfaction, and operational efficiency in the telecommunications industry.