iD Mobile

Checking bills, buying add-ons, making changes and getting help should be effortless. Every time a customer has to contact support instead, it creates avoidable cost and exposes a gap in the digital experience. With a commitment to do more for its customers, iD Mobile set out to deliver a frictionless mobile experience fit for long term growth and long term customer satisfaction.

iD Mobile was growing quickly, but its existing app was not keeping pace. New features were difficult to deliver, everyday journeys caused regular issues, and the platform could only support a limited number of simultaneous users before crashing. As the subscriber base expanded, tasks that customers should have been able to handle themselves were increasingly being resolved by customer support instead, increasing costs.

We built a completely new app, natively for iOS and Android. The goal was not simply to replace what existed. It was to create a platform reliable enough to handle a growing customer base, and straightforward enough that customers would choose to use it over any other channel.

The most significant change to the app was also the one that mattered most to customers. Previously, anyone managing more than one subscription (which applies to about 20% of iD Mobile’s customer base) needed a separate login for each one. Three subscriptions meant three separate accounts and three separate logins.

The new app introduced a single account that works across multiple subscriptions, removing that barrier entirely. But making that change required every existing customer to re-register on the new platform. That change came with risk. If customers did not complete the process, digital engagement could have declined at precisely the moment iD Mobile needed it to grow.

Every journey was designed for simplicity, making re-registration feel like an upgrade rather than an administrative task. The result was 85% of the customer base completing registration so far, representing 2.2 million subscribers and iD Mobile’s highest ever app take-up 

Once the foundations were in place, we turned our attention to the specific moments that were still driving customers to contact support. Billing questions were among the most common, so the app now presents a clear breakdown of upcoming monthly charges, giving customers the information they need without having to ask for it. Billing-related contact fell by 23% as a result.

Customers switching to or leaving iD Mobile can now manage the full number transfer process across networks entirely in-app, driving a 40% reduction in support contacts. When a customer chooses to leave, an integrated retention flow presents an alternative plan, successfully retaining 3% of customers who would otherwise have churned.

Taken together, these changes produced a measurable shift.

App ratings climbed from 2.3 to 4.5 stars. Contact rates fell by around 30% in the past year, meaning that as the subscriber base grew by 400,000, contact centre costs fell.

The platform also created new commercial opportunities: Roam Beyond add-ons, available to browse and purchase directly in the app, have generated over £2M in sales since launch.

The clearest measure of success is that customers now need less help and choose to do more for themselves.