The future of customer experience: lessons from Slice Mobile
by CJ Daniel-Nield ✦ 23 October 2024 ✦ 5 Min Read
In a market where legacy telecom giants rely on outdated systems and lock-in tactics, Slice Mobile has adopted a run-the-other-way attitude.
Slice are doing business differently, putting the customer first and rejecting the rigid, impersonal approach of traditional telcos.
By launching the UK’s first eSIM-only mobile network, Slice is not just offering a new way to connect—they’re setting the standard for the future of customer experience.
At its core, Slice's philosophy is simple: if you deliver an exceptional product and treat customers as partners, loyalty will follow.
So, we sat down with Slice and eSIM experts Mindszi to hear how they're raising the CX bar for the next generation of disruptors.
The key takeaways:
If you avoid new technology for too long, you’ll end up with a pretty rubbish experience just bolted onto the top of an old one.
Creating a customer experience that feels modern and progressive, while crafting a brand that people want to be a part of, is where the magic happens.
Push for user validation before building to align everyone. With a validated core idea, you don’t need a large team to deliver and keep things on track.
Use new technology as the launchpad
eSIM technology is the foundation of Slice’s approach. As Jenna Banks, Marketing Director at Slice puts it, “eSIM gave us a strong foundation to tell a modern, progressive story and offer a real product point of difference from day one.”
More importantly, the use of this new technology was driven by the customer. Slice didn’t initially set out to use eSIM, but, as Jenna explained, they “listened to people during early research and realised it was the key to solving many of the challenges they were facing.”
eSIM enabled Slice to offer something completely new in the mobile space: the ability to trial before you buy. A bold move for a new brand, and one that truly puts the customer first.
eSIM also sets a new standard for a seamless, simple experience. “It’s about instant gratification—getting someone on a mobile network in two clicks should feel normal but it’s not,” Rob Brock, Product Director at Slice explained.
Ultimately, businesses that lean into new technology in ways that make sense for their customers will come out ahead. “We're already seeing companies like Revolut embrace eSIM, offering mobile service as part of a bigger proposition. It's an exciting time for telco, with disruption on the horizon.” Michael Moorefield, Co-Founder of Mindzsi adds.
Think about brand from day one
What sets Slice apart from other telcos isn’t just the use of new technology—it’s the seamless integration of brand and product.
In today’s market, the two can’t exist in isolation. Successful businesses understand that a strong brand and a great product are two sides of the same coin. It’s about creating an emotional connection with customers while delivering a seamless, high-performing product experience.
At Slice, the product is the brand. As Jenna puts it, “We don’t have shops, staff, or a physical presence—just the product. The product and the experience are the same.”
So how has Slice ensured that the product defines the experience? “Everything we build is designed to delight the customer. It’s about being simple, smooth, and slick, but also fun and enjoyable,” says Rob.
Treat the customer like they are part of the business
In 2024, the key to winning loyalty is creating an experience that empowers the customer—something that’s core to Slice, whose entire proposition is built on making it easy for customers to switch networks.
Instead of shying away from the obvious attrition risk, Slice has leaned into it, making it work for both the business and the customer. As Jenna put it, “The Slice experience is all about giving customers agency and control over the network.”
This thinking is embedded in how they build the product. “Slice has involved customers in the building process, so it’s not just the business’ creation—it’s been shaped with customers,” Michael explained.
Jenna elaborated: “We've built a customer community within the app where we listen and take product suggestions. We test features with them before release and even share job specs before they go public.”
Ultimately, as Rob explains, Slice champions the customer experience by “building for grace, not punishment,” recognising that the future of great CX lies in embracing customer needs—even if it makes it easier for them to leave. After all, that’s no excuse for delivering a poor experience.
If you’re wondering how eSIM technology might fit into your product roadmap, Planes and Mindszi are offering a free workshop to help you discover the potential.
To book your spot, just drop me an email at cj@planes.agency.
