Adding customer self-service to increase digital adoption
A1 Bulgaria (formerly Mobitel), a member of A1 Group, is one of the country’s leading telecommunications and digital services provider. To better serve its more than 4.5 million customers in the digital
age, A1 Bulgaria sought to update its go-to-market strategy.
A key focus of this strategic shift was improving its digital service experience for customers to win
new, younger customers and increase sales through digital channels, including the service provider’s
website and mobile application. Though A1 leads the Bulgarian telecommunications market in terms
of digital adoption, just 5% of its customers use digital channels to access and manage their services.
“We want to improve the digital experience for our customers and let them self-serve through
our digital channels,” said Borislav Simeonov, Senior IT and Digital Transformation Director at A1
Bulgaria. “But for that to happen, we needed to modernize with a less manual, more coordinated IT
approach. We also needed shorter delivery times for new services.
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