From customer-centric to customer journey-centric – The new standard in digital strategy
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From unknown to prominent player in the SIM-Only Market
The Dutch telecom market has many players and niches where changes can happen daily. Telecom provider Lebara adapts quickly within this landscape to continue offering the best deal. Since 2020, WUA has been mapping out the purchase journeys of the entire telecom market for Lebara to continuously improve the customer experience.
“This has helped us grow to a shared 3rd place in the SIM-only market”, says Olivier White, E-commerce Project Manager at Lebara Netherlands
Flexible SIM-Only subscriptions
Lebara entered the Dutch telecom market in 2004 as a mobile virtual network operator (MVNO) focusing on prepaid SIM cards for international calling. In 2017, they introduced SIM-only plans using the reliable KPN network, allowing customers to customize their subscriptions as they wish.
“At Lebara, you only pay for what you need—no unnecessary extras. We offer a range of options you can adjust month by month. We’re one of the few providers in the market offering this flexibility,” Olivier explains.
From the lower ranks to top three in the market
In 2019, WUA informed Lebara: “You’re doing well, but currently, you’re at the bottom of the SIM-only market.” Olivier laughs: “We couldn’t just let that slide.” A partnership followed, and WUA’s data-driven approach turned out to be a perfect match for Lebara’s DNA.
Twice a year, WUA has 400 consumers search for a SIM-only subscription. This benchmark measures market performance and website experience across all players.
“WUA delivers a benchmark with actionable insights and all the supporting data. Our multidisciplinary team thoroughly analyzes this to prioritize improvements—what is recurring, what is a one-off, and where we can make the biggest impact,” Olivier explains.
Michiel Cassee, WUA Consultant, adds:
“We work closely to analyze the data and develop actions. This ensures no premature conclusions are drawn and we clearly identify steps to measurably improve the customer experience for Lebara.”
“This market moves fast. If you only focus on your company and processes, the market will pass you by. A benchmark gives you a clear view of other players—not to copy them, but to be inspired. What are the best practices that drive customer action? That’s how you can conquer the market.”
– Olivier White, E-commerce Project Manager
Improving step by step
Olivier elaborates: “It’s a two-steps-forward, one-step-back process. By running the benchmark every six months, you learn what works and what doesn’t. You can systematically compare results to past data, ensuring you keep taking the right steps to gain market share.”
WUA measures market share based on observed consumer behavior: which provider would they ultimately choose?
- In 2020, Lebara ranked last.
- By 2022, they climbed to 6th place.
- Now, in 2024, they share 3rd place.
“Our ambition is to become the number one provider in the market.” Oliver says.
Enhancing the Customer Journey
Olivier is responsible for acquiring new customers in the SIM-only market:
“We primarily target consumers switching from major providers to a better deal. We focus heavily on improving the customer journey to make switching easier and ensure customers feel good about Lebara.”
Feedback plays a crucial role:
- Integrating number retention directly into the payment flow instead of afterward.
- Speeding up the website.
- Providing clearer explanations of options.
Over time, Lebara’s website has become less cluttered and more user-friendly.
Michiel explains: “A cleaner website with fewer distractions leads to higher conversions.” For example, the 30-day money-back guarantee was removed after being perceived more negatively than positively.
“We removed that claim, and it ultimately led to a 14% conversion increase”, Olivier adds.
“WUA is an independent third party that provides recommendations based on data. They aren’t influenced by day-to-day operations or internal dynamics—they simply tell us what the data says. This aligns the entire company in the same direction, allowing us to effectively take the right steps.”
– Olivier White, E-commerce Project Manager
Fast and effective collaboration
The benchmarks provide comprehensive insights, including best practices, customer acquisition performance, traffic channels, and conversion rates—both for Lebara and competitors.
“When we identify friction but aren’t sure how to resolve it, we conduct additional UX research with Lab45, part of WUA. This helps us understand what users are really thinking at that specific point,” Olivier says.
Michiel adds: “We deliver data and insights; it’s up to the client to take action. That’s where Lebara excels. Their dynamic approach ensures the right priorities are set, with all stakeholders involved in the sessions. It’s highly effective.”
“The collaboration with WUA is incredibly valuable. There’s always room to brainstorm and find tailored solutions that help you achieve the best results. We’re in contact throughout the year, not just around the benchmarks. We can easily spar or reflect with the consultants: ‘What do you think of this? What’s your experience?’ Their deep expertise ensures we quickly reach the best approach together. This relationship is extremely important to us.”
– Olivier White, E-commerce Project Manager
Data-driven growth and brand decisions
The benchmark insights also impact Lebara’s overall marketing strategy. Online and offline insights contribute to a stronger brand.
Two years ago, Lebara introduced the mascot Peter in their campaigns.
“Peter attracted a lot of attention, but not everyone reacted positively. The benchmark revealed that some consumers were annoyed by Peter, while others loved him. Ultimately, we decided to remove him from our campaigns and stores entirely. These are tough choices, but market insights are decisive. That’s how you truly grow as a brand.”
Grow faster than the market
- Gain a profound understanding of the key investments driving significant growth in your online sales.
- Attain a comprehensive overview of the dynamic digital landscape, enabling early detection of potential threats.
- Assess customer conversion rates with precision and measure your performance against competitors effectively.
