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Base_camp (Berlin) : the best customer experience a telco can offer

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It seems that telecom operators have finally understood that a new customer experience was necessary to increase their customer satisfaction. At least some operators have realized it as we reported in an earlier article about O2 and Deutsche Telekom flagship stores in Berlin.

In early July we paid a visit to Base which installed its so-called Base_camp in a street parallel to Unter Den Linden.

Different marketing recipes and Loft spirit

Unlike the O2 and Deutsche Telekom stores, the Base_camp is set up in a high ceiling retail space that gives it a lofty touch.

The recipes used are slightly different from the ones implemented at O2 and Deutsche Telekom. Although real devices remain available throughout the store to play and experience (like the Samsung gear), the space is more conceived like a coffee shop rather than a real store.

You’ll find tables and sofas everywhere where you can sit down and work, for instance by using the computers and tablets put at your disposal free of charge. You can also enjoy a coffee, a piece of cake or a lunch, either at one of those tables or outside on the terrace if the weather allows.

A store conceived like a coworking space

In the end the impression we got is that the act of selling is only an accessory part of the customer experience. What Base wanted to do here was to gather people around its brand, in a space dedicated to the use of the technologies sold by the brand. It becomes more of a lab where customers can be observed in situ while they are “living the brand” and using technologies sold by it to perform their daily routines.


The Base_camp represents the ultimate evolution (as of today) of the customer experience a telecom operator can propose. It’s not a store anymore; it’s a lab for the brand where interactions between customers and technological devices can be observed and where the brand can be experienced without any pressure from sales people.

As we said in our other post on O2 and Deutsche Telekom, this appears to us like an experiment and we are still very far from experiencing the same in other stores.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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