title: CX transformation of Tele2: From a discounter to a customer service leader
metadata.name: dc.contributor.author
metadata.value: Golovacheva, Ksenia S.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Makarova, Olga V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2022-12-02T14:02:04Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2022-12-02T14:02:04Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2022-09
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Golovacheva K. S., Makarova O. V. 2022. CX transformation of Tele2: From a discounter to a customer service leader. Vestnik of Saint Petersburg University. Management 21 (3): 472–494. http://doi.org/10.21638/11701/spbu08.2022.306 (In Russian)
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: http://doi.org/10.21638/11701/spbu08.2022.306
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/38663
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The case is devoted to the transition of the telecommunications company Tele2 to a management
  system based on the principles of continuous improvement of customer experience, or
  CX-transformation. The case describes the development of Tele2 in the Russian cellular market
  in 2003–2020. Firstly, it outlines the main aspects of the Tele2’s business strategy in 2003–2016.
  Secondly, it provides a detailed description of events that took place in 2015–2016, when Tele2’s
  financial and operational performance indicators dwindled, and the mobile operator was challenged
  to develop a new business strategy that meets the changing market realities. Finally, there is a description of a new customer-focused strategy that implied the integration of customer
  metrics into all organizational processes and the restructuring of the internal customer experience
  management system. The case describes actions taken by the company during 2017–2020
  to implement customer experience management practices and outlines the key results of Tele2’s
  CX transformation. The case is based on Tele2’s internal reports, retrospective interviews with
  the company’s representatives involved in the CX transformation process, and secondary opensource
  information. The case can be used to discuss the prerequisites, goals, components, and
  success factors of CX transformation.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 21; Issue 3
metadata.lang: -
metadata.name: dc.subject
metadata.value: CX transformation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: business strategy
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: key performance indicators
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer experience
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer experience metrics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Net Promoter Score
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: CX transformation of Tele2: From a discounter to a customer service leader
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 921.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/38663/1/921.pdf
resources.format: Adobe PDF
resources.size: 2,19 MB