Success Brief: Telecommunications
Small-business customer experiences improve for a Fortune 30 Telecom, while identifying and eliminating redundant Touchpoints saves over $573,000 in the first year.
For this Fortune 30 Telecom, the first 60 days are critical to the long-term relationship in terms of future upgrades, cross-selling and retention. Yet internal research showed that the experience and satisfaction levels for small business customers with bundled services fell well short of the desired mark.
Working across multiple regions, functional groups and service delivery partners, MCorp conducted Touchpoint Mapping®, a proprietary research methodology that is part of MCorp Consulting's Customer Experience MappingSM suite.
Through this approach, our client's organization expected to gain a better overall understanding of the customer experience as well as the drivers of satisfaction, through "voice of the customer" data that was both measurable and actionable.
Focusing on touchpoints and the experience they deliver across the entire customer lifecycle—from awareness through advocacy—we charted a series of 47 different touchpoints. By measuring the performance and value of these touchpoints by region, combined with path and driver data, we were able to:
- Prioritize touchpoints;
- Pinpoint redundant service-related communications;
- Target which were meeting, and were not meeting, customer needs;
- Highlight specific "quick fixes" to customer experience problems.
In addition to providing specific recommendations for experience improvements across the lifecycle, MCorp findings illuminated redundancies that allowed the Telecom to reduce the touchpoints delivered in the first 60 days of service by 34 percent, driving significant cost savings.
