Story
A dominant force in the telecommunications industry, Cincinnati Bell was already providing top-notch communications solutions to customers all over the Midwest. But they lacked a way to effectively manage these services such that it would be convenient for customers and cost-effective for the company. The solution was a mobile application, built to address current customer pain points, that would allow users to manage their services, pay bills, or chat with the Cincinnati Bell team at the convenience of their fingertips.
Cincinnati Bell wanted to ensure their app would tie to their broader vision of an improved customer experience. As such, the app was developed with great consideration given to meeting the needs of customers and driving the business forward. The company partnered with our team of digital experts to take their ideas and turn them into solutions.
Solution
Phase one: Digital strategy
Discovery and decisions about user design and customer needs, specifically addressing the needs of millennial customers
Customer journey mapping
Creation of target personas
Gap analysis
Pain point identification
Understanding of which app features would be most relevant to customers and address current CX issues
Phase two: Application development
IOS and Android applications designed concurrently using Agile methodology
Developers provide workable software for review every two weeks, enabling customization and changes to be made throughout the process as they receive feedback from testers and users
Phase three: Measurement
Develop a measurement strategy to assess the impact of the mobile app on customer experience and, ultimately, business results.
"Awesome useful information that's saving me time and $$. . . . Thanks for having customer in mind Cincy Bell!"App Store review, 2019
Success
Cincinnati Bell's success was built on the sound decision to first understand how an app would fit into a broader customer experience strategy and then build the app. They were aware that an app not connected to a CX strategy would fall short in meeting customer needs and business objectives. Cincinnati Bell's work paid off with improved customer experiences, alignment within the company on a customer-centric strategy, and increased engagement.
