Challenge
When Cincinnati Bell, a Midwestern provider of integrated communications solutions, decided to create a mobile app, they embarked on a journey that would improve overall customer experience (CX) and establish a measurable, actionable CX strategy.
Before forging ahead with their plan to roll out a relevant mobile app, Cincinnati Bell set on a course to understand its customers and how they feel about the company’s services and processes. While some businesses might try to deliver an app without such planning, Cincinnati Bell invited the opportunity to connect its quality service and mobile app to a carefully considered CX strategy.
Solution
Our team of Fusion digital experts assessed Cincinnati Bell’s current CX strategy and developed a customer journey map with recommendations for improvements. Analyzing the customer data provided critical insights into the customer base, which enabled us to develop persona profiles for two customer segments. The two personas were used to map out the customer journeys and identify the actions, thoughts, and emotions of the customer, along with the interactions and touchpoints between the customer and Cincinnati Bell.
Using the map and its findings, we performed a gap analysis to reveal the strengths and weaknesses of the customer experience along this journey. The data collected established a clear view of where in the journey the two personas experienced friction. It also equipped Cincinnati Bell with an enlightening 360-degree view of the customer experience.
