Fending off Churn and Strengthening Customer Satisfaction – the YouSee Case

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Company Bio

YouSee was founded in 1995 and is part of the TDC group. The company is headquartered in Copenhagen and is the largest telecommunications company in Denmark. Today, it operates in over 40 stores and serves almost one million customers all around the country.

YouSee needed to understand how customers thought while relocating, in an effort to prevent high churn.
To do that, Sonar analysed YouSee's customers’ feelings and opinions, probing their needs and frustrations with scenario and "what if" questions.
Thanks to Sonar's insights, YouSee set in motion a hassle-free solution that supported its customers during their relocation.

The Challenge

With almost 1 million customers, YouSee is the largest quadplay provider in Denmark. As part of an increasingly competitive industry with high churn, developmental innovation is key to staying ahead of the game and providing the best customer experience. In one of the most business-critical events to YouSee, its customers’ relocation, YouSee approached Sonar to get the necessary understanding and insights to design the best customer journey.

“At YouSee one of the big churn drivers is the relocation process, which is why we continuously work to deliver the best customer experience to grow retention rate and increase customer satisfaction.”

– Klaus Søe Rylov, Vice President & Head of Commercial Excellence at YouSee

The Solution

YouSee and Sonar’s aim was to understand how customers thought while relocating.

By uncovering customers’ needs as well as frustrations, the telecommunications company would then be able to provide an easy, pain-free setup during their relocation. Therefore, Sonar analysed YouSee’s customers’ feelings and opinions. To do that, it probed their needs and frustrations asking them scenario questions, gauging what they would have done differently given a second chance.

“With the Insights from Sonar, we were able to better understand and thereby design the customer journey to meet and exceed the expectations to each step from our different customer segments.”

– Klaus Søe Rylov, Vice President & Head of Commercial Excellence at YouSee

Through its study, Sonar delivered YouSee insights that were able to concretely define the different needs of the segment. It also provided the telecommunication company with the necessary knowledge to design for the different customer journeys in the moving process.


Thanks to Sonar’s insights, YouSee understood what was challenging and overwhelming in their customers’ relocation process. Thus, the company knew how to steer away from the problems its customers face. Furthermore, the company set in motion a hassle-free solution that supported its customers during their troublesome journey, thereby preventing churn and increasing customer satisfaction.


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