📋 Overview
Bell Canada is one of Canada's largest telecommunications companies, providing services such as high-speed internet, mobile networks, TV, and landline phone systems. It plays a significant role in the Canadian communications industry, offering cutting-edge technology and extensive coverage across the country. As a customer experience consultant intern, I strategized, and prototyped digital customer support strategies for Bell properties.
📋 Project 1
The Bell Group project is a 2 week long project where we were challenged to develop strategies to improve low sales conversion rates on Bell’s digital channels. We proposed a solution to enhance the MyBell website's customer recommendation system using C2P Insights, a predictive machine learning model.
⚠️ Problem
Complex navigation and insufficient information results in low conversion sales rates through Bell’s digital channels
The main key pain points from user tests and research were customers not having the right product to meet their needs, not having enough access to product information, and not having the support to getting questioned answered. This led to a high drop of rate of 96% from Bell digital sales channels.
💡 Solution
Improve the MyBell website customer recommendation system using C2P insights
C2P Insights is a predictive ML model that utilizes three primary data sources, C2P surveys (optional AI powered surveys), Real time data (browsing history, purchase patterns, sentiment analytics etc.) and user profile, to calculate customer C2P score which is used as an input to the generative AI system to personalize recommendations.
Personalized Notifcations
Utilising C2P Insights can identify customers that have high sales potential or are likely to churn. Proactively engaging these customers via personalized offers can increase customer retention and drive repeat sales.
Tile Prioritization
Utilising C2P Insights can identify appropriate tile priority for targeted customers. The page will dynamically update tile priority based on changing C2P scores resulting in eased navigation and improved NPS for the customer.
Real Time Support
Customer support that can help guide customers through the sales process, (Q&A shortcut), provides product comparison options, and personalized product recommendations.
📊 Results
Projected revenue growth of 10-15%
Using current data and research we projected that the average efficiency impression rate of our tiles (tile clicks/tile impression) will increase from 12% to 30%. This will also lead to a 4-8% higher retention rate which can drive sales revenue by 10-15%.
📋 Project 2
The 48-hour Bell Intern Case Competition challenged teams to develop a problem statement and propose a solution for Bell’s mobile application. Our team secured first place among 15 teams.
⚠️ Problem
High volume of calls regarding billing and usage data results in increased operational costs and inefficiencies
The lack of information and time consuming navigation led to customers just calling in for support.
Overwhelming
Difficult and time consuming navigation resulting in customers just calling in.
Upsetting
Limited Information and charges without descriptions made is frustrating for customers.
💡 Solution
Enhancing Customer Experience with AI-Driven Billing Support and Usage Alerts
By utilizing AI-driven technologies we were able to prototype features on the app that could reduce agent-customer call volume and call center operational costs.
Personalized Notifcations
Utilising C2P Insights can identify customers that have high sales potential or are likely to churn. Proactively engaging these customers via personalized offers can increase customer retention and drive repeat sales.
Tile Prioritization
Utilising C2P Insights can identify appropriate tile priority for targeted customers. The page will dynamically update tile priority based on changing C2P scores resulting in eased navigation and improved NPS for the customer.
📊 Results
Expected NPV of $174k and ROI of 25%
With an expected NPV of $174K and an ROI of 25%, this solution shows strong potential for long-term value. The growing cost savings each year help cover the initial $172K investment and ongoing $122.6K maintenance costs.
