Reflection: Storytelling

Challenge & Selection

I was working on a project for a Telecom company, where we were setting up their customer  experience department. The plan was setting different surveys on points of the customer  journey hoping to gather enough information to evaluate the opinions of the clients.

So we used the storytelling tool to figure out how to best set the surveys and which questions  were better for the different points of interaction of the customer. This way, we would  position ourselves on the skin of a customer in their journey from their first contact with the  company, until the day they decided to leave.

Application

Thanks to the storytelling tool and everyone experience with their own telecom company, we  started narrating the journey of a customer. Starting by the moment set client goes to one of  our shops asking for the offers available, or when calling the telesales department. Getting  ourselves in the skin of the customer, we could figure out what kind of experience they had,  and then, set the questions for the survey related to that point appropriately. We followed this  procedure for the whole journey, going from the sales to installation of fixed networks at  home, to calls trying to solve issues related to devices or invoices, until reaching the end of the  journey, when the customer leaves, setting questions trying to figure out the reasons behind.

Insight & Approach

The tool was really useful setting up the questions, and also in the future, it keeps being useful  once trying to analyse the results on the surveys, because the tool allows us also to look for  the story behind the reasons for which the customers vote one way or another.

I feel like this was the best tool to set up this kind of process allowing us to consider every path  a customer will take during it’s time with the company.

