AT&T’s commitment to revolutionizing its network infrastructure embodies a proactive shift from traditional copper networks to advanced fiber optics and 5G technology. This transition is not merely a technological upgrade but a strategic redefinition aimed at enhancing customer satisfaction and operational efficiency. The initiative reflects a broader strategy to adapt to changing market dynamics and consumer expectations in the telecommunications industry.
Identified areas of improvement in Online Customer Education, Self-Service sales and business Processes, and Automated Support and Account Services.
1. Make AT&T’s array of business solutions readily accessible to potential clients
2. Implement simple self-service processes and automatic bundling.
3. Merge client pre-qualifications into one seamless workflow that applies to all services
4. Aim to create a seamless customer experience that is completely autonomous with little agent
intervention or assistance.
In 2020, we saw a significant decrease in the amount of business customers who signed up for services with AT&T due to the lack of self-service avenues, confusing information around needs and usage and a lack of personalized options to meet the client needs. Today, LBGUPS customer journey requires a hands-on approach.
The primary challenge AT&T faced was managing the delicate balance between phasing out its extensive legacy copper network and scaling up its more efficient and robust fiber and 5G networks. This shift required substantial capital investment and strategic planning to ensure continuity of service and customer satisfaction. Furthermore, AT&T aimed to streamline its product portfolio and reduce operational complexities, which involved significant changes in its business processes and customer service approach.
I focused on developing customer personas, which are critical to our design thinking methodology. This began with gathering a diverse set of data, including demographic information, customer feedback, and interaction logs. I organized collaborative workshops where cross-functional teams, including marketing, sales, and customer service representatives, contributed their insights and experiences. By using techniques such as empathy mapping, we delved into the motivations, needs, and frustrations of different customer segments. This exercise helped us create detailed, realistic personas that represented our customer base, ranging from tech-savvy early adopters to more traditional users who might be resistant to change.
The LBGUPS (Learn, Buy, Get, Use, Pay, Support) customer journey model involves various stages of customer interaction from initial learning about a product or service to using and paying for it, and finally receiving ongoing support.
In parallel, I conducted a thorough review of our internal processes to identify areas for improvement that could enhance customer satisfaction and operational efficiency. I led sessions on process mapping, where we visually outlined each step of the customer journey from initial contact through post-sale support. These mappings highlighted redundancies, bottlenecks, and gaps in our processes that could potentially hinder customer satisfaction.
We achieved our goal of Improving the customer experience for National Business by leveraging all communication avenues including but not limited to digital web, chat, SMS and voice. In the end, our goal was to be THE trusted Advisors to our customers and provide them with the North star of customer experiences across all their LBGUPS stages and provide them with the tools they need to make informed decisions .
*On the right: This is the Salesforce digital lead improvement initiative. This solution leveraged A.I. to generate and distrubte lead vased on analysis of the customer demographic data. I was also, Lead UX Designer on this initiative.
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