Client
Digicel
Challenge
Redesign and standardise Digicel's service delivery by creating a truly customer-centric experience across products, services and channels.
Impact
A simplified, converged and customer-centric CX strategy is ready to be implemented for Digicel's >20 million customers across 25 markets.
A radically simplified and customer-centric telecom experience
The telecom landscape in the Caribbean is as vibrant as its culture. Customers use a mix of prepaid, postpaid, and home & entertainment products, varying in demand from one island to another. And though connectivity is the main purpose of Digicel, most customers still rely on physical touchpoints for purchases and services due to low digital savviness and local culture dynamics.
So, to design a seamless converged end-to-end customer experience, Digicel’s offering had to be streamlined across channels, products and market nuances.
Key challenges we addressed:
Fragmented Customer Journeys
The different markets have their own processes, resulting in inconsistent and complex customer experiences.
Siloed & Manual Operations
Products and services are managed independently and sometimes still manually, leading to inefficiencies and high operational costs.
Limited Digital Adoption
Customers heavily rely on physical channels, making the transition to digital self-served channels for more operational efficiency critical, but challenging.
Koos crafted an end-to-end customer experience relevant to our markets. They managed to find alignment across stakeholders to deliver blueprints that meet local customer needs, whilst complying with our complex technical requirements.
Future-proofing a multi-market telecom in the Caribbean
Through a co-creative process, we developed detailed service blueprints for the future Digicel customer experience. By collaborating intensively with stakeholders across the organisation, we aligned the business on a desired CX strategy that meets complex tech, legal, and commercial requirements.
The result is a set of macro & micro journeys and blueprints, zooming in on the various stages of the Digicel experience. The journeys and blueprints describe the redesign of the different Join, Pay, Use & Get Help use cases of the customer experience in detail, including all customers’ happy and unhappy flows imaginable.
This led to:
- An improved customer experience: Enhanced customer interactions with digital and physical channels, increasing customer satisfaction.
- More operational efficiency: Streamlined operations through automated processes and smart use of data.
- Improved agility: Modernised operations can enable quick market adaptations and reduce costs.
- A stronger competitive position: Embracing digital technologies will boost competitive advantage in the market.
By showing the value that customer-centric ways of working bring to Digicel and its customers, we achieved alignment and buy-in at the board level. This trust led to the next stage: the blueprints are now used as the foundation to scale Digicel’s new service offering across the 25 markets, ready to bring value to all Digicel customers when brought alive.
Co-creating from CX strategy to implementation
For this project, we embarked on an overseas adventure to Jamaica and Trinidad & Tobago where we immersed ourselves in the region’s telecom experience.
Phase 1: Understand & Imagine
- Together with a local partner, Exco, we conducted customer research in Jamaica, Trinidad and Tobago. By interviewing and observing Digicel customers and store agents, we truly understood their specific needs and pains.
- We worked closely with stakeholders to align on desired journeys for the converged customer of the future. This led to multiple design sprints to craft ideal customer journeys that were continuously tested with users.
Phase 2: Create
- Over 9 blueprint sprints, we co-created detailed service blueprints capturing all complex tech-, legal-, commercial- and customer requirements. This was done through extensive stakeholder involvement, crafting a smooth customer experience together.
- 12 detailed blueprints across the Join, Pay, Use & Get Help macro journeys covering 7 different channels have been validated with stakeholders and are ready for implementation.
- 8 Moments of Truth highlights the most vital improvements to be made across the different customer journeys to increase customer & business value.
