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Tbaytel Improves the Customer Experience Using ArcGIS

Telecommunications provider Tbaytel expands their use of ArcGIS from a system of record to a system of insight and engagement, enabling customer service staff to improve the customer experience.  

When frontline staff members have real-time access to the right information, they can make smarter and faster decisions. At scale, smarter and faster decision making enables organizations to more effectively meet business goals, such as telecom provider Tbaytel’s goal of improving customer service.  Tbaytel understood that by equipping their Customer Care team with the right information, that team could deliver an improved experience to the customer. To realize this goal, the company’s GIS team took advantage of ArcGIS’s capabilities as a system of insight and engagement.

Established in 1902, Tbaytel is a leading regional provider of telecommunication services are solutions. Tbaytel is a dynamic, growth-oriented organization committed to excellence throughout the entire region. With approximately 420 employees, the company delivers five main services: landline, mobility, Internet, security and television.

Challenge

“Our goal was to equip frontline staff with access to information and analytics to make faster, smarter decisions and deliver an improved customer experience during customer inquiries,” notes Gary Prokosh, Realty and Infrastructure Manager at Tbaytel, who is responsible for managing the GIS team within Tbaytel. To meet this goal, Prokosh and the GIS team had to integrate data from multiple disparate sources, make it easily accessible and present it in a format the Customer Care team could act on. Compounding this challenge was the requirement that the solution involve minimal training time for frontline staff busy with customer inquiries, requests and opportunities.  

As a telecommunications provider, Tbaytel knew where their assets were, which services were in place or planned for various areas and which customers were in those service areas. Indeed, they had been using ArcGIS as a system of record to help manage infrastructure and operations for decades. Further, the organization’s billing analytics platform held detailed information on customer accounts. The frustration was that despite having all the information they needed, they didn’t yet have a way to get it to the Customer Care group in a format that team could use to improve the customer experience.

Solution

The GIS team understood that ArcGIS was more than a system of record. In addition to collecting and storing data, the platform can be used to discern insights and communicate those insights to key stakeholders, such as customer service professionals. As such, the GIS team went to work developing several dashboards and a Customer Care Hub based on the ArcGIS Platform.

The Interactive Connected Home dashboard consolidates data from multiple systems, such as the billing system, to enable the Customer Care team to see which services a customer is subscribed to as well as additional services available to them. This information can be accessed in multiple ways. The dashboard locates customers within the context of a map that enables the Customer Care team to see the services available in each area and areas for which future services are planned. Users can click on a customer within the map and the dashboard will provide a pie chart, showing the distribution of services for that customer. The Customer Care team can also filter by various criteria. “If an agent wants to add TV subscribers and considers a good prospect to a be an existing customer with Tbaytel Internet but doesn’t have our TV service, that agent can filter by those criteria to identify potential sales opportunities,” Prokosh points out.

Interactive Connected Home Dashboard

The Buried Service Open Orders dashboard enables the Customer Care team to promptly and accurately answer customer inquiries regarding buried services. The dashboard does so by equipping the Customer Care team with information that they would otherwise not have access to. As a telecommunications company, Tbaytel carries out a lot of work orders for buried infrastructure. The department that executes this work is separate from the Customer Care team. In the past, when customers inquired into buried services, Customer Care staff had to call around to get and confirm information regarding buried services. “Now, when customers ask about buried services in their neighborhood, Customer Care can do a quick search within the dashboard to find key information and relay that information to the customer at the first point of contact,” Prokosh notes.

Buried Service Open Orders Dashboard 

The Wired & Wireless Broadband Service Dashboard helps Customer Care agents identify service opportunities and pre-qualify customers for rural broadband. The dashboard shows areas of rural broadband coverage and active customers within those areas. It also shows customers who have failed to qualify and areas where there have been issues with installations. “This information, which Customer Care wouldn’t otherwise have access to, allows the agent to quickly and accurately respond to customer inquiries regarding rural broadband,” Prokosh informs us. Further, Customer Care agents can quickly perform high level qualifications of customers, which helps speed up the processing of service orders for the Operations and Engineering departments. 

Wired & Wireless Broadband Service Dashboard 

So far, we’ve looked at specific solutions to solve specific challenges for Customer Care. However, without a central place to access these dashboards, Customer Care staff would be doing a lot of unnecessary navigation to perform their work. 

The GIS team realized that ArcGIS StoryMaps fulfilled all the Customer Care’s ideal requirements. It offered an easily navigable central location for the dashboards that required no training. Moreover, as part of the ArcGIS Platform, ArcGIS StoryMaps is designed to work seamlessly with ArcGIS Dashboards and Maps. Different components within a StoryMap can also be quickly accessed via a menu without opening a new tab in the browser. Further, StoryMaps can be restricted to authorized groups to ensure security and such authorized groups can also edit and contribute to the story as needed. “What surprised me is that without any training or encouragement from us, they had gone ahead and added their own sections to the StoryMap,” Prokosh says.

Contact Centre Home Page

Results

The solutions that the GIS team built using ArcGIS Dashboards and ArcGIS StoryMaps met and, in many respects, exceeded the requirements of Customer Care. The dashboards enable Customer Care agents to locate and visualize data from multiple systems without the need for requests to other departments. The StoryMap improves the Customer Care team’s efficiency by allowing them to get that information in a single, easily navigable location. Further, the solution is scalable, allowing the department to configure the StoryMap to their needs. “The Customer Care team is now equipped with the information they need to make faster and smarter decisions while supporting and interacting with our customers,” says Amy Johnson, Director of Engineering.