NTT Docomo aces customer experience by redesigning customer touchpoints

Summary

Japan's largest telecommunications operator has built its customer experience strategy around redesigning where and how customers physically and digitally interact with the brand. NTT Docomo, organised across mobile, regional, and data communications businesses, has expanded well beyond mobile subscriptions to define its customer base around a broader membership model as its 5G subscriber base continues to grow.

Docomo's transformation of physical retail into immersive digital experience runs through its d Garden concept stores, developed with Mercari, which serve customers regardless of which carrier they use and double as spaces for digital literacy education. Docomo Hearty Style follows, a company-wide initiative designing specialised products and accessible services for customers who are elderly, young, or living with disabilities.

Looking ahead to the 5G era, Docomo is positioning extended reality devices, developed in partnership with Magic Leap, as the next frontier of customer touchpoints beyond the smartphone, alongside internal innovation programs designed to keep employee ideas flowing into new customer-facing initiatives.

• How the d Garden retail concept reimagines the physical store experience
• Extended reality partnerships preparing Docomo for touchpoints beyond the smartphone

What does redesigning every customer touchpoint, physical and digital, actually look like in practice for a telco of Docomo's scale?