AT&T
B2B Customer Experience Strategy
We helped our client redefine the AT&T Business customer and seller experience, with an emphasis on large quantity sales of their prioritized service, AT&T Wireless Broadband.
Deliverables
Experience Strategy
Design Research
Service Design
Digital Product Design
Timeframe
7 months
My role
Design Lead
The Ask
AT&T aimed to become a leader among major US telcos in B2B customer experience. However, their sales process was disjointed and manual, leading to unmet expectations from their business customers. They tasked us with developing an experience strategy to streamline the process. The strategy encompassed an omni-channel, end-to-end customer experience, detailed through customer journeys, a service blueprint, a roadmap, and a digital experience prototype.
Approach
Research yielded pain points and opportunities
With immersion materials from our client, along with customer and stakeholder interviews, we mapped out customer actions including motivations, pain points, and their decision-making process against the current experience. This journey map allowed us to see where the current experience excels and falls short, so that we could identify opportunity areas. These evolved into vision concepts and together, they informed the new customer and seller journey.
Outcome
A co-created customer journey with an integrated sales experience
Expanding on the vision concepts, we detailed the new journey and interactions customers will take for a more cohesive purchasing experience, giving them the options to self service or leverage the help of a seller to assist with more complex needs. New process, tools, and training would facilitate seamless handover between the customer, the purchasing platform, and the seller.
With the introduction of new processes and digital tools, we invited our stakeholders along in crafting the new journey to gain alignment and buy-in of the art of the possible.
Digital prototype to bring concepts to life
From the customer’s first visit to finalizing their purchase of internet solutions , we detailed each interaction in a hero flow using a digital prototype. These flows show stakeholders how each concept in the journey work together.
A questionnaire-based website was designed to demonstrate how AT&T can identify and advance customers to their best potential internet services for each location. The limited questions and inputs were specifically designed to find customers diverse needs and locations as quickly and efficiently as possible.
Prototype demo
Product Roadmap and backlog outline core capabilities and dependencies
The Roadmap illustrates the evolution of the digital experience and concepts over time by highlighting the core features at each stage and the key technology and operational needs to bring those concepts to life.
Journey Phases
By dissecting the roadmap into phases, we clarified the key aspects of the product development process for each part of the offering. Each phase outlines the goals and priorities the product offering should be accomplishing, as well as the dependencies necessary to make these accomplishments happen.
Tech Enablers
By outlining the tech enablers, we made the roadmap much more clear to AT&T as to what technology, systems, and data needs to be in place before moving into each new phase of their offering.
Product Backlog
The product backlog complements the roadmap and prototype by providing a more detailed view of all of the features and assumptions, and functional and non-functional requirements that underlie the prototype and concepts