High call volume and siloed data
TELUS is a leading Canadian telecommunications company that prides itself on customer centricity, providing a truly personalized experience when and where customers need it most — whether online, by phone, or across their retail footprint.
They needed a unified view of customer journeys across channels to drive engagement and retention. But customer data existed in silos, limiting insights. As with any telecom, high call volume and a lack of automated workflows can strain customer service resources at call centers. TELUS had invested heavily in Adobe to address this intrinsic challenge, but needed help to leverage the platform fully. They wanted to implement Adobe Customer Journey Analytics (CJA) to create a singular view of every customer interaction across numerous online and offline data sources.
TELUS turned to subsidiary TELUS Digital, an Adobe Gold Solution Partner, to complete the complex rollout and maximize ROI.
Here’s what happened next.
The tech challenge | Blending online and offline datasets
Significant configuration and implementation work was required to harness the power of Customer Journey Analytics. TELUS Digital first conducted discovery, documenting parent company TELUS’s far-ranging data structure, systems, contact center workflows, and business goals.
We then configured eight datasets based on 15 online and offline data sources within Customer Journey Analytics to enable a complete view of customer journeys. This included both online and offline data from their voicebot, chatbot, website, product activation, billing, call centers and MyTELUS mobile app data sources.
This online and offline data had no common identifier across all sources, so TELUS Digital worked with TELUS to develop and execute custom user stitching. Adobe Experience Platform allows users to write custom SQL to manipulate this data, so TELUS Digital’s expertise in this area was essential to enrich the unified profile.
This goes way beyond simply building Adobe Customer Journey Analytics dashboards. Blending online and offline datasets helped transform TELUS’s highly complex, intricate data system into a usable product.
The organizational challenge | Connecting the dots
With TELUS data unified, our next crucial step was making this data equally valuable for engineers (data producers) and business teams (data consumers).
TELUS Digital assisted TELUS in layering a translation system on top of the Adobe platform, allowing data consumers to extract value without asking in-house engineers to make these changes. This required a deep understanding of cloud providers, data engineering best practices, data warehousing and marketing products like Adobe Experience Platform.
This is a groundbreaking capability for TELUS. Before, even updating their KPIs required a lot of SQL, and exploratory analysis with respect to customer journey was not feasible. Now, they can seamlessly follow a single user and do journey-level analysis, gaining a holistic view that answers a wide variety of business-critical optimization questions.
TELUS Digital doesn't merely work within the Adobe platform; we work on top of it too.
Data producers don't necessarily understand business requirements or the format and structure the data needs in order for a commercial team to extract insights and value. Our team provided a customized solution to provide features that the Adobe platform didn't offer.
The change | Gaining immediate insights to reduce high call volume
TELUS Digital's implementation is giving TELUS unprecedented visibility over the customer journey and why customers call, enabling powerful engagement and increased ROI by reducing high call volumes. For example:
Insight: A substantial number of annual phone calls come from customers who visited the TELUS app/website within 1 day prior. Impact: Targeted web/app adjustments can answer customer service questions, enable self-service and prevent high call volumes before they happen.
Insight: High call volumes spike 3-4 days after bills are sent, especially if bills are higher than their prior 3-month average. Impact: TELUS can preemptively detect and proactively address these billing issues, sending push notifications and in-app messages to ease billing confusion and reduce high call volume.
Insight: Customers are much more likely to contact call centers on their first day after activating a wireless product. Impact: TELUS can now isolate and analyze wireless onboarding, enabling targeted improvements and reductions in associated contact center costs.
Capitalize on Adobe Experience Cloud | Get more from your Adobe investment
Like TELUS, you may be struggling to harness the full power of your Adobe tools due to data complexity and silos. Whether you’re thinking of buying Adobe, have already invested in this MarTech stack, or are trying to better optimize an implemented Adobe platform, TELUS Digital can support you at any stage.
Our Adobe-certified experts go beyond standard integrations to deliver highly customized implementations and automated workflows tailored to your unique business needs.
The results, as TELUS discovered, can be transformative. Unified data unlocks personalized customer experiences, optimized journeys, deeper collaboration and reduced costs.
Don't leave money on the table — partner with TELUS Digital to maximize your Adobe ROI through expert configuration, seamless integrations and actionable insights. Connect with us today to explore how TELUS Digital can help you capitalize on the full potential of Adobe Experience Cloud.
TELUS Digital has really helped us accelerate our learning curve. Adobe Customer Journey Analytics is relatively new in the industry and TELUS Digital has such a breadth of knowledge and a lot of experience with Adobe products in general. Working with them to develop our use cases and set up an environment to onboard other groups quickly and easily has been a huge win.
