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Projects

Offers & Incentives Research

AT&T offers & incentives ecosystem was disjointed and didn’t meet customers on their terms in their preferred channel. As a result, there was a customer perception that certain channels were superior to digital when it comes to the telecom shopping experience.​ I led an extensive eight-weeks research effort to reimagine the customer-brand relationship, showcasing when, where & how to transform the digital telecom shopping experience into one that provides lifetime value to the customer. 

Skills

Interviews

Research

Audit

Strategy

Process

01

Interviews

02

Market Research

03

Audit & Analysis

04

Consumer Surveys

  • AT&T Customers

  • Competitors’ customers

  • Telecom employees

  • Competitive analysis

  • Trends analysis

  • Content audit

  • Friction analysis

  • Process audit

  • Customer experience

  • Customer care

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Key Insights

  • The burden was on customers to determine their eligibility for offers​

  • Promotional and discounted pricing were not reflected in the shopping experience

  • Existing customers weren’t recognized for their loyalty and felt devalued

  • Customers valued a relationship with their preferred brands that reached beyond products & services

  • Disparity among AT&T internal organizations and processes were impacting customer perception

Content Strategy

  • Developed an engaging, customer-centric content strategy for offers & incentives

  • Created a plan to align internal teams, organizations & processes on the end-to-end offers & incentives strategy​

  • Reconciled company values (what we believe in) to the values of our customers (what they believe in) ​

  • Recommended further research into a community where customers can engage with the brand outside of products & services

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