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
Self-service didn't match how customers actually used the app. The call center absorbed the difference.
Rebuilt self-service around guided flows like Budget Control: customers set limits and block bill surprises themselves.
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.
BASE (Telenet Group, Liberty Global) is Belgium's third-largest telco.
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
Cross-selling that never felt like a pitch
Cross-selling that never felt 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.
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
13 years, one team
13 years, one team
BASE has renewed this work for 13 years. Not because a contract required it: the results kept earning the next year. That much shared context changes what gets shipped. When BASE launched TV and internet, the app was ready for it, not retrofitted after.
BASE has renewed this work for 13 years. Not because a contract required it: the results kept earning the next year. That much shared context changes what gets shipped. When BASE launched TV and internet, the app was ready for it, not retrofitted after.
Get in touch
When your digital product is the business, the margin for error is different. So is the team you need.
If that's where you are, let's talk.
Get in touch
When your digital product is the business, the margin for error is different. So is the team you need.
If that's where you are, let's talk.
Get in touch