Increasing Mobile Digital Upgrade Orders

My role

• Evaluate and understand the scope and constraints of the current as-is journey from how a customers learns about upgrading through to upgrading their mobile contract.
• Lead on the creation of a working proof of concept to prove that we could create semi automated orders and increase digital conversion.
• Connect customer outcomes to business outcomes for upgrading by understanding stakeholders and data
• Influence and show the return on investment with key stakeholders in business, digital and legal teams to improve organisational understanding and alignment
• Identify further ongoing digital opportunities around digital conversion and automation

Scope

Research and creating as-is and to-be journeys

• Surveyed and collected data from all stakeholders involved. Finding what touchpoints and pain points were across different channels of the business.
• Identifyed opportunities to develop future state  

Modelling Conversion Funnel & POC Success Metrics

• Created data model for how many customers currently upgrade to create digital funnel metrics.

Designing and testing concepts

• Designed future to-be journey which matched with our technology constraints.
• Created testing briefs for UI designs which were tested with customers
• Developed a feasible with marketing, technology, legal and product teams in the 12 week timeline.
• Developed success metrics required to satisfy expectations of effectiveness and effeciency.

Results

• Increased online upgrade conversion from 0.16% to 22%  
• Successful launched POC on time in 12 weeks to existing customers.

Outcomes after project

• Proof of concept was scaled up to 50% of all upgrade/resign customers in next quarter.
• Automated ~3000 orders in Q3 2024 with zero agent involvement  
• Proof of concept drove a change in a change in content management system which saved business £704K per year and drove improved productivity
• Identified automation pain points and opportunities for new technology stack plans