My BASE
My BASE
70% fewer support calls. 4.3 CSAT. #1 rated telco app in Belgium on both App Store and Google Play. A 13-year partnership built on results, not contracts.
TL;DR
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 CLIENT
ABOUT CLIENT
BASE (Telenet Group, Liberty Global) is Belgium's third-largest telco, known for its customer-centric approach.
BASE (Telenet Group, Liberty Global) is Belgium's third-largest telco, known for its customer-centric approach.
SERVICES
SERVICES
Product Management
Strategic Design
UX & UI Design
Mobile Development
Growth & Data Strategy
YEAR
YEAR
2014/2025
2014/2025
4.3
4.3
Customer satisfaction (CSAT) for the new flow
Customer satisfaction (CSAT) for the new flow
70%
70%
Drop in bill-related support calls
Drop in bill-related support calls
#1
#1
Became Belgium's highest-rated telco app in App Store and Google Play Store
Became Belgium's highest-rated telco app in App Store and Google Play Store
"
"
WITH NOVEMBER FIVE, BASE TURNED ITS APP INTO A TOOL THAT EMPOWERS CUSTOMERS AND STRENGTHENS LOYALTY.
"
"
Gérald Demortier
Gérald Demortier
Chief of BASE
Chief of BASE
THE CHALLENGE
THE CHALLENGE
Self-service: efficiency or empathy?
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?
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
THE SOLUTION
Designed for peace of mind
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.
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
SUCCESS DRIVERS
SUCCESS DRIVER 1
SUCCESS DRIVER 1
Friction that builds trust, designed for peace of mind
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.
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
SUCCESS DRIVER 2
Clarity beats novelty
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.
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
SUCCESS DRIVER 3
Deep customer empathy unlocks natural cross-selling
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.
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
SUCCESS DRIVER 4
Partnering for growth powers extraordinary results
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.
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.
Get in touch
When the digital product you're building is core to your business, the margin for error is different. So is the kind of partner you need.
If that's where you are, let's talk.
Get in touch
When the digital product you're building is core to your business, the margin for error is different. So is the kind of partner you need.
If that's where you are, let's talk.
Get in touch