Sky: Ideas for improving online customer service

  • Semester

    2. Semester

  • Supervisor

    Prof. Dr. Andreas Graefe, Prof. Oliver Szasz

Sky: Ideas for improving online customer service
For suppliers of technical products, the quality of customer support is just as important as the quality of the product itself. Which means developing service channels takes a high priority. Compared to call centers and service centers, online support offers the advantage that customers do not need a one-on-one personnel intensive service, making it much more economical.

In the context of its continuous improvement culture, Sky invited Master students at Macromedia University to present ideas for the further development of the customer service area on the Sky website. Sky is the Pay-TV market leader in Germany and Austria.

With over 4.5 million customers and a diverse range of live sports, feature films, series, children's programs and documentaries, Sky needs to be prepared to answer a wide variety of topics in their customer support.
The practice cooperation was deliberately made as general as possible. Students were asked to define the direction of their recommendations on the basis of their own user analyzes.

The implementation
The student's work was based on an in-depth survey of individual users. Under the direction of Prof. Oliver Szasz and Prof. Dr. Andreas Graefe, the international master students used methods from Human-Centred-Design and Design Thinking in which service or work processes correspond to the wishes and needs of the users. With detailed questions into, for example, the comfort and emotionality of the online user experience, the Macromedia students were able to develop so-called personas and user experience maps and to derive promising starting points for the further development of the online support, which they split over two teams.

The result
At the end of the semester, the students presented their recommendations before the Vice President for Customer Service at Sky and Sascha Vorwald, the Director of Performance Management & Digital Transformation / Customer Service at Sky. In addition to final proposals, which were based on the existing website structures, one team was involved in the integration of visuals, images and videos in the support area, while the second team expanded the general support options to include a community-based help platform and recommended the stronger integration of apps.

"The students at Macromedia University had the opportunity to look more closely at certain service processes than the operationally driven departments in our company are often able to do. We've benefited from that."
(Erik Schneider, Vice President of Customer Service, Sky)

"We were very pleased with this university cooperation. We'd like to continue the cooperation and allow the students to develop their ideas even further. "
(Sascha Vorwald, Director of Performance Management & Digital Transformation / Customer Service, Sky)

How would you like participating in similar projects with real companies? Currently Macromedia University maintains a network of more than 500 cooperation partners. We will be happy to tell you more.

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Sky: Ideas for improving online customer service
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