Telenor: Revolutionizing Retail Banking in Serbia: Digital Transformation of the Customer Experience

In this case study, we are analyzing how one of the biggest international telecommunications providers, Telenor, has used this weakness of financial institutions and has successfully launched the first mobile only bank in Serbia - Telenor Banka. The CEO of Telenor Banka is an INSEAD Alumni and is working with us on this case. The Case is illustrating how companies can create a successful business by enhancing traditional (marketing) strategy frameworks with innovative digital approaches and technologies in new, under-developed markets. Telenor has revolutionised the entire customer experience across the most important touchpoints by leveraging digital trends like big data analytics, artificial intelligence, augmented reality or community building through social media marketing. More specifically, the case discusses topics like digital marketing, digital disruption, customer experience strategies, customer segmentation, omni-channel strategies, and brand positioning & architecture strategies. The case also illustrates how digital practices foster business-model innovation that may not only change the competitive landscape but represent a 'quantum leap'. Finally, the case discusses key enablers that organisations have to put in place to make a digital transformation work: the success of Telenor Bank Serbia was also driven by organisational change, leadership skills, the right vision and new management approaches like design thinking and lean management. Please visit the dedicated case website to access videos, interviews and other support material.

• Brand positioning
• Digital marketing
• Disruptive innovation
• Customer-centricity
• Customer experience
• Digital transformation
• International business