Hyper-personalisation is not just the future, it is our present pending
As a telco, and even more so as a telco that aspires to be a telco, we must make a firm commitment to hyper-personalisation. Not as an ‘extra’ or an aspirational project, but as the very heart of the customer experience. The example used is in the home, but this type of experience must be extended to every point of contact Telefónica has with people: in a physical store, on a call to 1004 or on a bus shelter with one of our advertisements.
I deeply believe in this transformation. Not only because it would add value to our connectivity and content offering (which is so exposed to price competition), but because it is a genuine way of caring for the people who trust us. Being genuine is a rare value these days, so it may well be an opportunity.
Moving from selling to accompanying
Today, the smartphones and devices we use already know a lot about our habits. The technology exists. The key is how we use it.
And this is where we need to change our approach: not to ‘sell things’ to our customers as if we were at a trade fair, but to offer them real value without expecting anything in return at that moment. Help them do what we know they want to do. Give them back their trust with a useful, relevant and respectful experience.
Because nobody likes to be sold to, but we all like to buy.
And if we make their lives easier, smoother and more connected to what really matters to them, it will be natural for them to stay with us. To trust us more. And eventually, to buy more.
A European model, a unique opportunity
Of course, all this requires a clear commitment to ethics and privacy.
Our customers’ data must be used solely and exclusively to improve their experience. It is not sold or abused. Whether on local devices or in the cloud, we have a golden opportunity to differentiate ourselves as a European company with European values.
Making this part of our value proposition – not as a legal disclaimer in small print, but as a brand flag – could make all the difference. Because trust is also a competitive advantage.
Technology that builds memorable experiences
Let’s go back to the beginning. To that moment of the day when you get home and everything falls into place effortlessly. In that scenario, Telefónica not only provides connectivity: it builds well-being.
And maybe that’s where we can go much further: recommending a content subscription that suits you, or even an air fryer for those quick and tasty weeknight dinners. Everything at the right time, without pressure. Just because you know us, and we know you. That’s the kind of relationship I want as a customer. And as an employee, it’s what motivates me to build from within.
