Telecom | Moving from Insight to Intervention at Scale

Context

The Challenge

Baseline Indicators

The Intervention

The Impact

Context

A telecom operator had invested heavily in analytics platforms and collected extensive customer and operational data. Despite this, churn remained high, and teams lacked clarity on which issues to prioritize. Insights arrived too late to influence outcomes, resulting in reactive service recovery.

The Challenge

High churn in competitive segments

Insights delivered too late for meaningful intervention

Disconnected experience, network, and operational data

Limited empowerment of frontline teams to act on insights

Baseline Indicators

Churn remained above industry benchmark despite analytics investment

Service recovery times were long

Analytics primarily used for retrospective reporting

The Intervention

New Metrics implemented an enterprise CX analytics capability integrating experience, network, and operational data. Real-time alerts and prioritization models were introduced, enabling frontline and leadership teams to act proactively on high-impact issues. Governance and workflows were redesigned to support accountability and timely intervention.

The Impact

Within 12 months:

Measurable reduction in churn among priority segments

Faster service recovery times

Improved operational efficiency

Analytics shifted from retrospective reporting to actionable, frontline-driven decisions

Context

A regional financial institution had made strong public commitments to ESG and financial inclusion. However, these efforts were largely confined to reporting and compliance. Underserved customer segments continued to face barriers to access, and ESG initiatives were not clearly linked to growth or customer outcomes. Leadership sought to move ESG from a reputational requirement to a strategic driver of sustainable growth.

The Challenge

ESG positioned primarily as reporting and compliance

Limited access and adoption among underserved segments

Low trust and engagement in complex or opaque financial journeys

No clear linkage between ESG investments and commercial outcomes

Baseline Indicators

Low adoption among priority inclusion segments

Below-average trust and transparency scores

ESG impact measured qualitatively rather than operationally

The Intervention

New Metrics embedded ESG objectives directly into service design and decision-making. We redesigned priority journeys to improve accessibility, transparency, and trust, focusing on moments that disproportionately excluded vulnerable segments. This included:

Simplifying onboarding and service flows
Redesigning communications in clear, customer-friendly language
Embedding trust, fairness, and inclusion metrics into CX dashboards
Aligning ESG, CX, and commercial teams around shared success measures Rather than treating ESG as a parallel stream, it became part of how services were designed, delivered, and measured.

The Impact

Within 12 months:

15–20% increase in adoption among targeted underserved segments

Improvement in trust and transparency scores across redesigned journeys

Clear evidence linking inclusive design to customer growth and retention

Stronger brand credibility supported by measurable, customer-level impact