BELL
Digitizing Customer Experience
at Bell Canada
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.
Role
Duration
Key Responsibilities
User Research
Market Research
Strategy
UI/UX
Prototyping
May 2023 - August 2023
(3 months)
Customer Experience Consultant
GROUP PROJECT
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%.
INTERN CASE COMPETITION
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.​
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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.
Smart Push Notifications
Users are instantly alerted about their usage including potential additional charges on their account. It features customizable notifications, allowing users to tailor alerts to their preferences and needs, ensuring transparency and better understanding and control over expenses.
Bill Buddy: An AI chatbot focused on billing
Bill Buddy is a self learning ML model that analyzes data and incorporates user feedback to deliver smart, and accurate insights to help users with billing inquiries.
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%.
BELL FINAL PROJECT
For our final project, we were tasked to analyze the customer support options for Bell Media platforms and competitors. Our team strategized short, medium and long term recommendations to match competitors and further improve the current processes. Due to NDA, only a few exhibits can be shown.
The Design Challenge
HMW better digitize customer support across Bell Media channels?
Solution
Centralizing Support and Community across all Bell Media platforms
One of the primary concerns we identified was that the decentralized support system hindered customers from efficiently locating the assistance they required.
Centralized Help center
With the implementation of a centralized help center, users can access to a variety of support options, including an AI chatbot and community forums, eliminating the need to navigate across the website for different support options. Popular articles are highlighted under “Trending Articles” to ensure that most users can quickly find the information they need.
Help Center: Before
Help Center: After
Centralized Bell Media Community Forums
Users across all Bell media platforms can access community forums in a centralized hub.
Community Forums: Before
Community Forums: After
Results
Significant Cost Savings of $700K Annually in Operational Expenses
We projected annual cost savings ranging from $250K to $500K, highlighting significant potential to reduce call center operational expenses and enhance navigation efficiency for users.
Reflection
Striking the Balance Between Customer and Business Needs
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In my role as a customer experience consultant, I focused on analyzing business challenges and developing strategies to address them. Beyond my core responsibilities, I took the initiative to create optional prototypes for our recommendations, as demonstrated throughout this case study. Wanting to approach problems from a product designer's perspective, I took the opportunity to develop solutions that were both user-centered and aligned with business feasibility. This internship taught me the strategic nature of design and the importance of balancing user needs with business goals.