SITUATION

Since its Danish launch in 2008, Altibox has maintained a strong customer focus and delivering a simple and stable experience throughout the entire customer journey. When the fibre broadband market was opened to free competition in 2019, the market dynamics changed rapidly, and customer expectations increased significantly. This made it even more critical for Altibox to gain a deep understanding of the needs and touchpoints that create value for customers – not only at a strategic level, but down to the specific moments where the relationship is formed and developed.

Existing knowledge about customer experiences was scattered across many different sources, and Altibox lacked a single, structured overview. The ambition was therefore to establish a unified Voice of Customer (VoC) programme that could provide a clear picture of the customer journey, ensure structured data collection, and strengthen the organisation’s ability to translate customer insight into value creating actions.

SOLUTION

Together with Loyalty Group, Altibox developed a comprehensive Voice of Customer programme based on industry benchmarking from yearly the BrancheIndex Internet study combined with a new relational survey design and ongoing advisory support. This approach strengthened both the strategic overview and the day-to-day execution of Altibox’s customer experience efforts.

The programme was built on an already mapped customer journey foundation, where key touchpoints and data needs were clarified. This meant that measurements could be tailored to what matters most to customers and drive loyalty the most. Based on this, a customised questionnaire framework for the relational survey was developed.

The VoC programme was launched with a baseline analysis, establishing a shared starting point for future initiatives. Results are continuously made available through dashboards, structured reporting, and workshops with relevant stakeholders across the organisation. Loyalty Group conducts in-depth analyses, including driver analyses, enabling Altibox to prioritise initiatives with greater precision.

In parallel, a clear closed-loop process was established to ensure rapid follow-up with “critical customers” and closer dialogue with customers. Key employees at Altibox have been trained in CX methods and tools, ensuring both capability and ownership within the organisation. The combination of advisory support, structure, training, and ongoing sparring resulted in a robust VoC programme that embeds customer experience as a natural part of daily operations.

RESULTS

The new VoC programme has given Altibox a stronger foundation and a more mature approach to working with customer loyalty and customer experience. Altibox has gained deeper insight into customer needs and expectations, and the new measurements provide a clear overview of where initiatives create the greatest value.

Initiatives are now prioritised based on documented evidence of which aspects of the customer journey create value and where friction occurs. Updated processes and a strengthened closed-loop workflow have made it possible to respond faster and more precisely to customer feedback, while strategic analyses support informed prioritisation in a fast-moving market.
Altibox can now continuously monitor the impact of its actions directly in dashboards, and insights are actively used in the planning of marketing activities, collaboration with partners, and internal coordination.

The result is faster execution, greater consistency in communication, and a more focused effort that strengthens both customer satisfaction and the brand experience.
Overall, the VoC programme has increased internal CX maturity and created a shared language around customer experience across the organisation. Altibox is therefore better positioned to deliver a consistent, simple, and competitive customer experience – both today and in the future.