E-Commerce Case Study:
Telecom Provider
Takeaway: Critical insights were always present in the call transcripts — but without Sturdy Statistics, this company had no way to uncover them. Our analysis revealed hidden barriers preventing online purchases, leading to a better self-serve process and to fewer unnecessary support calls.
The Problem: Why Were Customers Calling Instead of Completing Purchases?
A telecom provider wanted to improve its self-service checkout process and reduce reliance on sales agents. However, they noticed an unexpected trend: A significant number of sales calls were coming from customers already on the cart page. These callers were moments away from completing their purchase — what was stopping them at the last second?
Despite having a team of data analysts working on the problem, the company couldn’t find the answer. They were only analyzing call metadata (e.g., landing page, session data, campaign source), but not the actual conversations — where the real reasons were hidden.
How Sturdy Statistics Uncovered the Hidden Obstacles
We ingested one year of call transcripts and metadata, automatically structuring each conversation into discrete topics. A regression analysis associated topics with calls from each page. The analysis revealed surprising insights:
- The biggest issue
- Credit Locks. The company required a soft credit check for new accounts; consequently, customers with frozen credit couldn’t complete the registration. Many called support, unaware of the issue — wasting time and causing unnecessary frustration. The company updated its registration page with clear instructions for unlocking credit, preventing confusion before checkout.
- Customers also lacked key product availability info
- Many calls were about fiber availability at specific addresses. Others wanted to confirm whether specific TV channels were included in their plans. Small website changes, like real-time availability checks, reduced these inquiries.
- Blocked purchases due to outstanding balances
- Some returning customers couldn’t complete their purchase due to unpaid balances from previous accounts. A clearer, earlier notification on outstanding debts helped redirect users before they hit a checkout barrier.
The Impact: A Smarter, More Efficient Sales Process
By uncovering these hidden pain points, Sturdy Statistics helped the telecom provider:
- Reduce unnecessary support calls,
- Improve self-service success rates by preempting common issues, and
- Save agent time and cut operational costs with simple website updates.
The insights were always in the conversations — the company just needed the right tools to extract them. Sturdy Statistics surfaced them instantly, turning hidden barriers into actionable improvements.
What will Sturdy Statistics help you discover in your data?