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