Brightspeed: Defining a customer experience vision & strategy
Customer research & end-to-end customer journey mapping to identify priority service improvements + kick start initiatives to address the top customer pain-points.
Brief
Understand main causes of low customer satisfaction & retention. Identify opportunities to improve CX in the short term. Help shape a vision of the future service to drive customer centric prioritisation of the IT roadmap.
Approach
Workshops with multi-disciplinary experts & stakeholders to understand business challenges. Surveys with a range of customer segments to measure current experience & expectations. Mapping end-to-end customer journey + opportunities to radically improve CX.
Outcome
A shared understanding of top priority customer issues. A set of prioritised focus areas & initiatives to make immediate changes. A longer term vision for a target customer experience that differentiates from competitors.
Customer journey mapping
End-to-end customer journey map from acquisition to end of life, highlighting pain-points & quantifying customer satisfaction at each stage based on data + customer research.
Outcome: An understanding of the customer journey & most critical pain-points that is shared across departments and silos within the organisation.
A roadmap of prioritised CX improvement opportunities
Workshops with a cross-functional team of senior stakeholders to evaluate & rank immediate opportunities based on business readiness & customer value.
Outcome: A roadmap of initiatives, with several kicking off immediately.
Setting customer expectations
A review of marketing assets, e-commerce website & call centre sales process to understand where customer expectations were being misaligned with reality. This included mapping each product tier with industry benchmarks for realistic product performance + capabilities.
Outcome: A set of revised product capability tables for each product tier that provided honesty and accuracy. A set of interactive call centre sales scripts that provided accurate & clear information to prospective customers.
IVR mapping & optimisation
Mapping out key IVR journey for customer support routing & self serve. Identifying where IVR dwell time can be reduced + re-writing scripts to work with Google CCAI conversational bots.
Outcome: A set of conversation design principles, coupled with opportunities to leverage the IVR to solve wider business & CX issues. A set of optimised voice flows for phone & chat support channels (created in Voiceflow).
Outage response communications
A review of the outage response process and customer facing communications in order to identify opportunities to keep customers informed and reassured before thay reach out to contact centres.
Outcome: A map of the outage detection, triage and customer comms process, shared between cross-functional teams. A recommended structure & process for an internal rapid customer response team. A set of cross-channel recommended communication messages, along with update logic and frequency.
Target state vision for CX
Bringing all the elements together in a combined vision for a customer experience that radically improves customer satisfaction, reduces repeat contact & drives retention. The vison was brought to life through storytelling techniques.
Outcome: An animated video telling the story of a new fiber customer signing up to Brightspeed, going through installation + setup & getting off to a flying start. The story highlights numerous operational, & digital features + enhancements that drive satisfaction.
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