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Consumer Insight and Rapid Development Lead the Way to New Services

The Challenge

A major communications services provider (CSP) wanted to determine what their customers needed and how those needs can be translated into new services. The CSP approached Cognizant to identify useful services to deploy on an enhanced home Wi-Fi router it was rolling out to its customers. The CSP showed interest in our “Insight to Code” approach, which turns insights about human needs into production-ready code in as little as eight weeks, without lengthy review cycles.

Our Approach

Cognizant and ReD Associates, a Cognizant Digital Business strategic partner, analyzed how American families use the internet and smart devices in their daily activities. The study revealed that CSP customers rely on but do not fully understand internet connectivity. The customers don’t always know how to safeguard and manage their connections or how to use their “smart” devices. The study also found that the customers also felt isolated from other family members who used their devices excessively.

The study led the CSP to develop an application that let families agree on internet usage terms while the rules were monitored and enforced through the home Wi-Fi router. The CSP also developed a service that enables connectivity between a customer’s smart devices and troubleshoots connectivity issues.

Using “Insight to Code” approach, our digital engineers enhance these applications in rapid sprints, based on feedback about whether the application fulfills the needs identified by the study.

Researching Customer Behavior Identifies New Customer Needs

Communications services providers (CSPs) must constantly offer valuable and innovative products and services to their consumers to stay relevant. The Insight to Code approach can help in developing new consumer-oriented applications and continuously enhance them based on usage statistics.


ideas for new services identified


ideas under implementation to address easy connectivity and group usage

Continuous enhancements

to applications even as they are being used