REINVENTING THE CUSTOMER AND

EMPLOYEE EXPERIENCE BY GOING

DIGITAL

Case Study
Marcos Arias
Managing Partner at CX MD
March 27, 2019
 Imagine if you will…
Amazing Story sprung from great sorrow
•  Grandfather receives tragic news
•  3yr old grandson beaten to death, in coma, will go off life
support at 9pm next evening
•  Grandfather needs a flight ASAP (LA to Denver, connecting in
Tuscon)
•  His wife got him a last minute flight on Southwest
•  He arrived at airport 2 hours before flight, got delayed going
through TSA in LAX
•  Made it to gate 12 minutes late…

Amazing Turn:
•  Pilot refuses to take off without this gentleman
•  The man speaks with the pilot thanking him profusely
•  The pilot responded:
•  “They can’t go anywhere without me and I wasn’t
going anywhere without you. Now relax. We’ll get
you there. And again, I’m so sorry.”
•  Although there was risk that this pilot could have lost his job,
Southwest 100% supported him
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Agenda
—  Developing customer-centric digital strategies across the
organization is important
—  Learning Objectives:
◦  Understanding change in customer-centric mindset is critical first step
(Strategy & Culture)
◦  Digital strategy with customer centricity is crucial
◦  There is a process involving both customer experience and employee
experience
◦  Requires a holistic end-to-end approach
◦  Customer centric digital change can drive dramatic impact
◦  There is always an ROI

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 Digital Customer Experience Priority
Top 4 Drivers in Organizations:

Source: The State of Digital Customer Experience, 2019

Edition. Copyright © Simpler Media Group, Inc.

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CASE STUDY

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A Giant Telecommunications Company
—  $190 billion in revenue
—  Over 270, 000 employees
worldwide
—  Entertainment & Media
—  Mobile, broadband, video and
other communications
services for consumer and
business
—  Advanced advertising
solutions
—  Fortune 10 Company

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Going Digital
—  Company implemented Digital First - effortless customer-centric
digital experiences
—  Goal: 80% of customer interactions to digital channels by 2020
—  76% of customers prefer digital channels; first choice being mobile.
—  Digital capabilities is core of the “smart integrated experience” for
customers
—  Employee experience is aligned to digital strategy through holistic
employee engagement program
—  Program is enabled by education, training, designing, KPIs, measuring,
and coaching that directly impact customer experience metrics

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 Strategic Objectives with Digital Interwoven
Effortless Integrated Customer Experience

Voice of Customer Call Volume Decrease Center Integration

Launch
Callback program
Win Together

eNPS
Great Place to Work = 16 (+47)
Likely to Recommend = 32 (+35)
5 MDPs & 1 RISE & 1 DRIVEs
UV Case Mgmt.
14 Promotions / 10 Lateral Move
Field Partnership
Superior Cost Structure

Favorable to Budget Preventive Care Partnership Last Chance Repair

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 Journey – Quad Play Bundle ordered online
Sales Supply Chain
2 3 4 5 6 7 8 10 11 12 13 14 15 16 17
OD* CustomerODreceives OD + 1 OD + 2 OD + 3
Mobility OC* and 18
Reflector emails, Video Customer receives
Customer receives
Start Customer places order
OC and Customer Online Order Complete
Customer receives Mobility Welcome Video
online for new quad play Mobility Ship email and and Accessories emails, Customer
Agreement emails, and Combined Passcode receives Mobility
service Ship SMS, OC/MPCSS Welcome SMS and Quick
Online OA*, Unification Notice email MyATT app MMS
Start Guide
1 2
Access ID and Access ID 3 4 5
Password emails

Tech Install 6

Customer
28 27 26 25 24 23 22 21 receives Mobility
DD DD DD DD DD-2 7 CPNI Rights and
Customer receives Welcome Day 5
Customer receives Customer receives Customer receives emails
Interactive Install Day
Mobility Bill combined services Reminder SMS and live
Customer is home for Install Reminder email
Customer receives Preparedness SMS and leave-behinds and Plug- the day of installation and Interactive Install
Device Education email and-Play email
call from tech prior to
Reminder SMS
19
Internet Thank You arrival
29 and Video 12 10 89 8
20
11
30 Welcome emails
13
14
Customer Care Billing
Customer
receives Mobile 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47
Insurance email DD + 4-8 DD + 12 DD + 13-14 DD + 15-30 DD + 31+
Customer receives Customer receives
and Video Customer receives
Customer receives Mobile Insurance SMS, Combined Paper Bill (via
Welcome Call Mobility Welcome Day
Mobility Day 20 direct
Combined Video Bill
Customer receives traditional email), Video Journey
mail, Video Transition Mobility Go Paperless Continues
12, Video Quick Tips email, Mobility MyATT Premium email and
email, and Combined Bill email
31 and Premium emails
Ready Notice email
app email, Video direct mail, and Mobility
32 15 16 17
Premium direct mail 18 19
e-newsletters

*OD = “Order Day”; DD = “Delivery Day”; OC= “Order Confirmation”; OA = “Order Acknowledgement”
Legend

Best Neutral Painful

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Service Registration
What is it?

Activates services and online

access to mobile app & portal
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Plug and Play Registration – The Journey
Simplifying U-verse Registration & Activation

24 Screens
15 Screens

7 Screens

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Time is most important commodity

Time is becoming the most important commodity

to a consumer. While people certainly don’t
tolerate a business wasting their money, they get
even more upset when a company wastes their
time.
by Scot Wingo, CEO Spiffy

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 Old New

60 60
9

45 15 45 15

30 30

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 Many required steps

Register on Due Date

Current
Manual call to activate Voice

Email/TS&R setup required

New
Benefits
Minimized required steps
Register before Due Date
Plug and
Auto activates Voice
Play
Email /TS&R setup when convenient
Mobile optimized
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 Voice of the Customer Feedback

Overview What was

easiest?
What
exceeded
expectations?
What one
thing would
you change?
What was
most difficult?
What failed
to meet
expectations?

Simplified U-verse Registration and Activation ALL OF IT

(42%)
HOW EASY
IT WAS (43%)
NOTHING
NOTHING
(71%)
NOTHING

– reducing screens and customer pain points (57%) (71%)

“In my 16 years with the company doing usability

testing this was the highest score we’ve ever gotten” –
Clean, simple design with easy navigation Usability Expert
Mobilized

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 Results – Improved customer experience and
business benefits
◦  Plug and Play Registration yielding strong results
–  Over 813K customers have registered on new flow (over 10 weeks)
–  About 83K registrations/week
–  Average registration takes just over 6 mins vs. 40 mins previously
–  Over 56% of registrations are on tablet or mobile
 
Pre-PnP Post-PnP % Change
Registration Contact Rate 3.7* 1.9 -48%
√
CSI Voice Strip Rate 27 22.2 -17.3%
√
Tech Install Time Reduction -5 mins** -7.64 mins -52.8%
√
*Based on avg. Monthly contact rate
**Forecasted 5 minutes reduction

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Plug and Play Registration Impacts
Category
Impacts Simplified registration and automated VoIP activation
Care
Call Shed & Savings
Field Technicians
Tech time & Savings
Customer
Screens & time reduced
VoIP
Cancel Rate & Revenue
NPV
(Net Present Value)
Implementation
Over 1M calls deflected
$7.8M
7 mins reduced
$41M savings
7 Screens (>50% reduction)
Under 7 mins
Automatic VoIP Activation
Cancel Rate Drop
$88M revenue saved
$39M over 6 years
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Key nuggets
—  First, ensure evidence and alignment of customer centric digital strategies in
organization’s strategic objectives with company culture
—  Find the customer pain points in your processes
—  Prioritize process changes (business problem(s) you are trying to solve)
—  Map process in most optimal state with customer in mind; then seek digitizing
opportunities (customer and employee experiences)
—  Map process to operational KPIs, assess impact, calculate ROI, and secure funding
—  Execute!
—  Measure impacts inclusive of employee impacts (How do you tout success
without measuring?)
—  Do it again
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 Jack Threads & Jill
Going digital doesn’t mean we forget we are human
1.  A customer service rep named Jill 2.  Conversation gets
had an online chat with a customer personal, but not
dealing with a defective product: intrusive.

4.  Managed to win

over customer
3.  Solved Problem despite only
seeing her words
on a screen.
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MARCOS ARIAS
CX MD
MANAGING PARTNER
CUSTOMER EXPERIENCE EXECUTIVE ! TRANSFORMATION LEADER ! MARKETING INNOVATOR
CX ACCELERATED
Atlanta, GA
marcosarias@att.net
https://www.linkedin.com/in/marcosarias/

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Sources
—  “5 Best Customer Service Stories Ever to Cheer You up (Not Only) on Valentine’s Day”, LiveChat, JUSTYNA POLACZYK,

February 14, 2017 https://www.livechatinc.com/blog/best-customer-service-stories/

—  “These 13 Stories of Remarkable Customer Service Will Put a Smile on Your Face”, GREGORY CIOTTI, June 12, 2016

https://www.helpscout.com/blog/remarkable-customer-service/

—  “Ex-Walmart exec says theft helped kill Walmart's cashierless checkout technology”, Hayley Peterson, Feb, 7, 2019

https://www.businessinsider.com/ex-walmart-exec-says-theft-helped-kill-walmarts-cashierless-tech-2019-2

—  “The State of Digital Customer Experience, 2019 Edition. Copyright © Simpler Media Group, Inc.”

https://www2.simplermedia.com/rs/706-YIA-261/images/dcx-2019-report-190213-final.pdf

—  “Walmart US CEO asked workers to email him their biggest complaints, and a surprising theme emerged from the deluge of

2,700 messages he got”, Haley Peterson, Mar 13, 2019

https://www.businessinsider.com/walmart-us-ceo-workers-biggest-complaints-2019-3

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Sources
—  “Win customers’ loyalty by saving them time”, Scot Wingo, Digital
Commerce360, May 8, 2018
https://www.digitalcommerce360.com/2018/05/08/win-customers-loyalty-by-
saving-them-time/
—  “Top 10 WOW Customer Service Stories From 2017”, Customer Think, Shaun
Belding,, Dce 2017
http://customerthink.com/top-10-wow-customer-service-stories-from-2017/
—  “8 Heartwarming Stories That Prove Customer Service Is Still Alive”, DRK
Creative, Sarah Kotlan, Mar 26, 2018
http://www.drkcreative.com/8-heartwarming-stories-that-prove-customer-
service-is-still-alive/

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