Case Study
How UST redefined an omnichannel strategy and transformed customer experiences for a leading European telecom provider
CLIENT
The client is a major U.K. telecommunications provider, offering mobile services on its 4G and 5G networks and traditional fixed-line services. The company is committed to delivering high-speed connectivity and innovative digital services to millions of customers.
CHALLENGE
Fragmented phone upgrade process led to low upgrade rates and limited revenue growth
The client’s fragmented phone upgrade process contributed to customer churn, causing lost sales and cross-selling opportunities, low retention and loyalty rates, and a potential loss of market share. The client’s support channels—in-store, online, and call center—functioned as silos, leading to an inconsistent omnichannel experience. The lack of integration between channels led to a poor experience, with customers facing frustration from irritating repetitive steps, instead of a seamless, unified journey. The company needed to revamp the phone upgrade experience to resolve its customer churn issue.
TRANSFORMATION
Resolving friction across support channels to deliver a consistent, omnichannel user experience
UST’s Evolve Design team introduced a customer-centric approach by conducting empathy sessions with customers, internal sales reps, and support teams. These sessions helped uncover pain points across the omnichannel ecosystem and allowed our team to holistically understand how each channel interacted with the others. This deep dive into the customer journey revealed points of improvement and laid the foundation for a more consistent, user-friendly phone upgrade process.
The team provided the client with a comprehensive customer journey map that illustrated how the different channels should ideally work together to deliver a consistent user experience. By enhancing the coordination between self-service and assisted support options, customers could make informed decisions about their phone and data plan, regardless of their preferred channel. The solution also included recommendations to upgrade the company’s support tools and platforms, creating a more flexible, responsive system.
What made this solution unique was the emphasis on customer needs across the omnichannel journey, delivering seamless interactions with customer-driven decisions. This approach improved satisfaction and loyalty, driving long-term business growth.
IMPACT
Delighting customers—Streamlined processes enhance loyalty, increase upgrades, and boost cross-selling
The client can now deliver a fully integrated, consistent upgrade experience across all support channels, whether upgrading phones or data plans. The engagement also delivered these improvements:
- Increased customer retention—by enhancing the phone upgrade process
- Enhanced customer experiences—thanks to a more cohesive, user-friendly omnichannel experience
- Revenue growth and cost efficiency—from streamlined processes that reduced customer churn
To learn more, visit UST Evolve Design.