The marketing science team within Verizon Business Group (VBG) wanted to address wireless and wireline churn and improve customer engagement. They found that the customer experience across channels was difficult to navigate, inconsistent and often presented conflicting messages and offers. The group set out to create consistent, simplified, personalized and contextual experiences for enterprise customers across all channels to differentiate themselves and generate customer loyalty. bottom.
overview
Customer needs have changed over the years, with a growing focus on wireless and telephonic remote connectivity. VBG developed his AI-driven interactive solution in real time to increase loyalty and reduce churn for sustainable growth. The program has simplified the process for both customers and the employees who assist them by assessing and anticipating customer needs and negotiating the right offer for each customer in real time at the point of contact.
idea
By partnering with key stakeholders and working directly with frontline personnel, the VBG team has developed a clear, achievable roadmap and set of program-level goals, including:
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Self-optimize offer campaigns to generate loyalty, manage revenue, and reduce margin dilution.
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Deliver a consistent experience across customer touchpoints and channels.
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Present customers with contextual and personalized offers with the right offer at the right time.
The project leveraged artificial intelligence and machine learning platforms, internal and external behavior, analytics, and customer intelligence to meet the needs of enterprise customers. The program is recognized for its speed of development, rapid deployment, simultaneous launches in separate channels, and speed of realizing benefits in a highly complex market segment. Even with iterative development underway, the ROI he tripled his investment within a year.
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result
The AI-powered Guided Save Engine is a tool that integrates into call center and retail tools that leverage guided agent questions combined with customer behavior and intelligence to retain disconnected customers. help determine the best solution for The tool is also used to present offers and solutions to leverage strategic upgrades, additional products and services, and plan changes to generate loyalty. It is delivered within the same sales flow and is independent of the system used. VBG integrated Powered Guide Save into two separate call center applications across two different teams and product sets, focusing on the use cases that have the greatest customer and business impact and how their performance works I checked whether In the first nine months, the initiative has been able to:
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Best-in-class industry KPIs (33% customer acceptance).
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In record time, we undertook three large and complex business transformation initiatives simultaneously.
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Remote development, launch and adoption
Verizon’s commitment to providing a superior experience for its customers is unparalleled. But with multiple customer journeys and thousands of offers available to each enterprise customer, the experience was fragmented. By creating a centralized decision-making hub that captures data and intelligence about each customer’s preferences, the previously disconnected experience will become a more productive, efficient, and valuable experience between VBG’s customer service professionals and customers. It turned into a conversation. How a customer interacts with her one of Verizon’s systems or agents is passed to the Decision Hub, so that the next interaction is contextually and personalized. The hub now leverages the latest in artificial intelligence and machine learning to better learn and anticipate customer needs.
As a result, Verizon will be able to better understand each enterprise customer, from the largest to the smallest, at both the account and individual levels. Unlike other companies that apply artificial intelligence and machine learning at the transaction level, our central decision-making hub provides strategic recommendations for better service, optimized billing, and overall account health. Create a.
This campaign was awarded at The Drum Awards for Marketing Americas 2023. Find out more about The Drum’s Global Awards program, or visit his case study hub to read more about the awards.
