Who are they
Hyperoptic is one of the UK’s fastest-growing broadband providers, consistently recognised with awards for its industry-leading speeds and customer service. Unlike many providers, Hyperoptic owns and operates its own full Fibre to the Premises (FTTP) network, which allows it to deliver ultrafast broadband and phone services directly into homes and businesses.Their mission is simple but ambitious: to redefine what customers expect from their broadband provider by combining unmatched speed with a smooth, transparent, and customer-first experience.
The Challenge
As Hyperoptic’s network expands at pace across the UK, the company encountered a new kind of growing pain: scaling customer experience in line with rapid growth.
While their product promise of “ultrafast broadband” was clear, the activation process—the journey between placing an order and being switched on—was falling short. The complexity of laying fibre infrastructure meant that customers were often left in the dark about progress. Confusing communications, unclear timelines, and an inconsistent onboarding journey were leading to frustration.
The result? A mismatch between the promise of speed and the reality of activation, causing higher-than-expected churn rates at a critical early stage in the customer lifecycle.
Hyperoptic realised they needed to not only fix operational inefficiencies but also reimagine the entire journey to ensure customers felt as confident in the process as they were in the product.
The Solution
To tackle this, we embedded a cross-functional team of product, UX, and strategy experts into Hyperoptic’s business. Working alongside internal teams, we mapped and audited the end-to-end product journey to pinpoint where communication broke down, where customers felt uncertainty, and where processes could be streamlined.
This wasn’t just about fixing broken steps. It was about instilling a culture shift—moving from a business-centric lens (“what works for operations”) to a customer-centric approach (“what reassures and delights the customer”).
Out of this collaboration came a North Star roadmap, a strategic vision for how Hyperoptic could deliver a best-in-class experience while maintaining the agility needed to keep scaling.
Key outputs included:
- Customer-friendly processes designed to simplify complex internal steps and translate them into clear, timely updates for customers.
- A high-fidelity UX prototype of the order-to-activation journey, showcasing opportunities to surprise and delight customers while keeping them informed at every milestone.
- A redesigned customer portal, built around transparency, allowing customers to track progress 24/7 and engage with support seamlessly.
A data optimisation strategy, enabling connected insights across departments and creating a joined-up experience across every touchpoint.
The Results
By putting the customer journey under the microscope and reimagining it end-to-end, Hyperoptic was able to bring its experience up to the level of its market-leading product.
Key results included:
- Reduced churn during activation, thanks to clearer communication and more transparent processes.
- Improved operational efficiency, with internal teams equipped to scale alongside the rapid growth of the business.
- Higher customer confidence and loyalty, with satisfaction rising as onboarding became smoother and more predictable.
- A clear strategic blueprint for leadership, ensuring alignment across the business as it continues to grow.
In short, Hyperoptic not only solved its immediate challenges but also built the foundations for a truly scalable customer experience—one that reflects its ambition to lead the UK broadband market.
“Maverick’s clarity of vision and purpose has helped us sharpen our customer focus”
Lutfu Kitapci COO
