A CASE STUDY

A NEW SIGNATURE BRAND MOMENT

One telecommunications company sought to transform the self-service installation experience for its’ customers with the intent of turning it into a signature brand moment. The challenge – increase take rates, reduce failure rates, and boost overall satisfaction with the self-installation experience.

What are the appropriate steps and actions to identify pricing, communication and support of the self-installation?

MMR's
Solution:

  • Defining the customer experience barriers, beliefs and benefits

  • Uncovering the emotional drivers of customer decision-making

  • Understanding the price and benefit trade-offs

Defining the customer experience barriers, beliefs and benefits, uncovering the emotional drivers of customer decision-making, and understanding the price and benefit trade-offs

The
Impact

Insights from this research led to direct changes in branding of the self-install experience, pricing strategy, customer messaging, sales agent scripting, as well as experience design elements. 


As a result, the company has taken the big step of making self-installation the default option for customers who are activating new service, confident that the self-installation experience will become a signature brand moment! 


Want to learn more about this type of work?
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