Empathy Mapping
In order to innovate we had to start with the customer. I decided to help the team get to out of the box ideas quickly by planning an empathy mapping session to ground our cross-functional team in the customers mindset. Teams were divided into groups focused on a specific persona to explore what they think, feel, say & do when buying cable & internet to uncover their pains and what they want to gain.
Rapid Ideation
With shopping for internet/tv service in mind, I gave everyone 8 minutes to sketch 8 ideas independently for perspective, new and current customers. After the eight minutes were up, each team discussed their ideas to align on their top idea for each customer segment with a total of 3 ideas. Then, I gave the groups 6 more minutes to sketch out their top 3 ideas further. Once completed, I had each team present their refined ideas to the entire group. We had over 80 ideas! Cross-functional leadership picked the top ideas to bring forward to Cox Communications.
Insights
Whether shopping for the first time or the 10th, choosing the right internet or bundle is confusing, a burden and time consuming. Often they are purchasing service for more people in the household than just themselves and there is a lack of transparency from providers about what they will get when shopping online. Most feel information isn't contextual and hard to understand if service options and bundles will accommodate their device and streaming needs.
Once a customer, most feel unsatisfied with what they purchased due to lack of transparency from billing to customer service. Additionally, most don't consider the value they are getting from their provider from the experience, so they seek out new providers.
We needed to set the stage for Cox customers that guided them to products and services in a way that integrates with their lifestyle needs.
Ideas
Personalized bundle shopping with Facebook data
Lot's of things influence peoples purchase decisions, from the size of their family to their favorite sports teams, to shows, movies, channels & games they like to play. By harnessing the power of facebook we can pull data to recommend a relevant bundle offering. Acquisition personas will feel that these bundles are contextual and will deliver upon their lifestyle needs. They’ll feel more connected to the recommendation as if they own it & the best part all - It only takes one click.
Shopping like Tinder
As technology merges with social decision making, people have grown increasingly disconnected, tending more towards 'either/or,' options rather than embracing complexity. “Swiping through options” allows people to make choices quickly—so quickly that it becomes like a game that in the end also reveals bundle options that are personalized by their likes and dislikes.
Shop with confidence and transparency: “The 30 day right fit”
With our "30 day right fit" idea shoppers can choose a bundle, then get a detailed report of how they’re using it. After 30 days, we’ll give customers the ability to adjust their bundle based on their behavior with it.
Customer 30 day right fit monthly report
By capturing and communicating what customers are doing with their bundles they’ll see how much value they’re getting and they’ll also see personalized add on & upgrade recommendations.
Social TV
People are social. TV content creates connections and conversations. By harnessing facebook login with Cox's TV app (Contour) we can allow users to share content with each other creating a more connected watching experience. If they aren't already Cox customers certain content can be shared with them to give them a taste of the entertainment we provide. After an acquisition persona watches a complimentary piece of content recommended by their Cox customer friend, we can use it as an opportunity to capture their email & send special offers that may be relevant.
The Outcome
The Cox Clients were so impressed with our presentation they asked the agency to work with their brand team to re-design their entire .com experience in the new brand look and feel.