My BASE

Rethinking self-service to earn trust, not just clicks

TL;DR

In a price-sensitive telco market, self-service often felt disconnected to audience needs with high call center load as a result.
Reimagined self-service in a price-sensitive market turning routine clicks into moments of trust with guided flows.
Decreased call center load, higher satisfaction, and less churn as clients felt understood.
Enabled significant cross-selling when new offerings launched.
My BASE app took center stage in national media campaign.

About BASE

BASE (Telenet Group, Liberty Global) is Belgium’s third-largest telco, known for its customer-centric approach.

Services

Product Management Strategic Design UX & UI Design Mobile Development Growth & Data Strategy

Year

2014/2025

4.3

‍

Customer satisfaction (CSAT) for the new flow

70%

‍

Drop in bill-related support calls

#1

‍

Became Belgium’s highest-rated telco app in App Store and Google Play Store

Featured in Pub for digital CX leadership

Effie Award for campaign impact (TBWA Belgium)

Best UX 2024 for Fast Company

With November Five, BASE turned its app into a tool that empowers customers and strengthens loyalty.

Gérald Demortier, Chief of BASE

The challenge

Self-service: efficiency or empathy?

In a telecommunications market where price is the default battleground, BASE wanted to break out. Not by being cheaper, but by being better. Could we make self-service so reassuring and human that people would prefer it, not just tolerate it?

The Solution

Designed for peace of mind

With trust as the goal, BASE set out to make switching feel unnecessary, giving customers reasons to stay. We saw self-service as a chance to build that trust. Guided flows like Budget Control tackled bill shock by letting customers set limits and block surprises. Data Jump, built on fairness and the promise “Your data is your data,” reminded customers of their choice for BASE. The result: BASE is a preference, not a choice.

Success drivers

Friction that builds trust, designed for peace of mind

Clarity beats novelty

Deep customer empathy unlocks natural cross-selling

Partnering for growth powers extraordinary results

success driver 1

Friction that builds trust, designed for peace of mind

We didn’t treat Budget Control as just another setting. We started from people’s need for peace of mind. The result: a guided experience that reassures and protects. In interviews, customers described Budget Control as the moment they felt BASE truly understood them.

Success driver 2

Clarity beats novelty

With Chill Your Bill, we used the same guided, supportive approach for invoices, another churn event. We tested an AI-driven video against a text-driven, step-by-step flow. Turns out, a little meaningful friction feels more human than the newest tech: BASE customers valued clarity and choice over simulated humans.

Success driver 3

Deep customer empathy unlocks natural cross-selling

When BASE launched TV and internet, we redesigned the My BASE app and welcomed customers with a short, smart intro animation. It introduced the new services and interface in a tone that matched how our customers connect with BASE: informal, clear, and in control. A flow designed for “génération débrouille”. And it worked. By leading with empathy, we unlocked meaningful cross-sell without it ever feeling like a pitch.

success driver 4

Partnering for growth powers extraordinary results

13 years of shared insights and action made us more than just builders for BASE. By truly partnering and focusing beyond features, we turned the My BASE app into a driver of loyalty and growth, proof that lasting impact comes from consistently working as one team.