Customer Experience in Crisis - 3 Winning Stories

Here are three winning initiatives from last year's International CXA®, showing how these leading organisations responded to the crisis and came out stronger than before. We hope their success stories will inspire you on your journey to the awards!

Organisation:
MINISTRY OF MUNICIPAL & RURAL AFFAIRS & HOUSING

Category:
CUSTOMER EXPERIENCE IN THE CRISIS - GOVERNMENT SERVICES AND AVIATION

Award won:
BRONZE

As part of their endeavour, MoMRAH’s CX team has developed an ambitious strategy with multiple programs, among which was the Voice-of-Customers (VoC) designed to activate the strategy by continuously listening to customers' needs and pain points. One theme of CX improvements in 2020, which was accelerated by COVID-19 pandemic and the multiple lockdowns impacting customers' mobility - was piloting “Served at your residence” concept that The Holy-City-of-Makkah Municipality (MM) adopted. The concept is basically bringing via MoMRAH’s vehicles the expertise, systems, equipment, and documents to customers at their residence to complete the transaction on the spot.

MM has identified multiple services critical to customers (e.g., licensing, land disputes) and those personas that are in desperate need during crisis. Despite this initiative aimed initially to serve the elderly and the customers with special needs, the pandemic accelerated extending such services to other segments as well. The initiative is still alive and growing within MM in 2021 where they increased their customer base by 300% and added other services while maintaining high customer satisfaction levels (75%+).

Organisation name:
PALESTINE TELECOMMUNICATIONS COMPANY - PALTEL

Category entered:
CUSTOMER EXPERIENCE IN THE CRISIS - TELECOM AND LOGISTICS & SUPPLY CHAIN

Award won:
GOLD

In response to the pandemic and to ensure that their customers are connected, engaged and communicate well in all aspects (technical, commercial, financial and emotional), Paltel introduced several changes. They upgraded internet speeds during the pandemic, keeping their technical support team committed to serving customers considering all the safety measurements. They also transferred their customer journey to digital services by introducing Paltel Technical Kit to speed up the process of services installation.

Additionally, the team at Paltel introduced an onboarding feature allowing customers to subscribe online, equipped employees with the needed tools and connectivity, worked on the culture and mindset by introducing a pointing platform with gamification for employees to link EX with CX, etc. As a result, they kept the number of new internet installations close to the level before the pandemic, received and handled more than 2 million phone inquiries, and increased their number of community sessions and chats with customers.

Organisation name:
SAUDI TELECOM COMPANY

Category entered:
CUSTOMER EXPERIENCE IN THE CRISIS - TELECOM AND LOGISTICS & SUPPLY CHAIN

Award won:
BRONZE

The Covid-19 pandemic took the whole world by surprise (companies and consumers alike), and it wasn't easy coping with the new reality. However, with their corporate strategy dubbed "DARE" (launched back in 2017), Saudi Telecom Company was 90% prepared for the ensuing crisis. They managed to achieve similar performance results as in previous quarters, which allowed them to provide a seamless experience to their customers. As for the remaining 10% of unplanned-for challenges during this period, they managed to take care of them promptly and effectively due to their agile methodology.

STC's DARE strategy was based around 4 main pillars:

▪️Digitising all interactions (customers and employees alike)
▪️Accelerating their core assets' performance
▪️Re-inventing experience to fit the ever-changing customers' needs
▪️Expanding into new digital ventures, such as Fintech or Media

After the implementation, their CSAT and Effort Score increased by 6% to reach 77%. Furthermore, their retail delivery CSAT reached 91%, showcasing how satisfied customers actually were.