Digital transformation in Telenor Norway...Segment targeting and sequencing Digital Marketing Planning Fully mature Utilize 3rd party data for targeting Digital Marketing Planning

Digital transformation in Telenor NorwayBjørn Ivar Moen, CMO

Digital transformation in Telenor Norway

2

Digital MarketingDigital Sales / Care

Customer Lifecycle Management

Organisational capabilities

Full funnel digital communications

Digital Marketing

Planning Fully mature

Segment targeting and sequencing

Digital Marketing

Planning Fully mature

Utilize 3rd party data for targeting

Digital Marketing

Planning Fully mature

Attribution/modelling for online & offline sales

Digital Marketing

Planning Fully mature

Continual optimisation of activities based on Machine Learning

Digital Marketing

Planning Fully mature

Planning Fully mature

Web and App as effective sales and service channel, mobile first

Digital Channel Sales / Service

Planning Fully mature

SEO

Digital Channel Sales / Service

Planning Fully mature Analytics driven upsales

Digital Channel Sales / Service

Planning Fully mature

Value-based sales process

Digital Channel Sales / Service

Planning Fully mature

Next generation interface & BOT´s:Natural language, super smooth/fast

Digital Channel Sales / Service

Planning Fully mature

Analytics driven next best offer in all channels

CLM and upsales

Planning Fully mature

Value-at-risk based churn management

CLM and upsales

Planning Fully mature

Next best action across all channels (inspiration, sales, care)

CLM and upsales

Planning Fully mature

Next best action driven by Machine Learning

CLM and upsales

Planning Fully mature

Retrain workforce & hire digital heads

Organisational capabilities

Planning Fully mature

Agile work process

Organisational capabilities

Planning Fully mature

Digital mindset, performance management and culture

Organisational capabilities

Digital transformation in Telenor NorwayResults

15-20 percent pa

Digital transformation in Telenor NorwayComplex and dynamic