Case study · Telecom · Customer experience
Customers were ready to buy. What was stopping them?
Analyzing support conversations revealed checkout barriers that a telecom provider could address with targeted website changes.
The question
A telecom provider wanted customers to complete purchases online, yet many were calling support from the checkout page. Analysis of campaigns, sessions, and other call metadata had not explained what was getting in their way.
What the analysis found
We analyzed a year of call transcripts alongside website metadata, connecting conversation topics to the pages customers were calling from. Several specific barriers emerged:
- Frozen credit: a soft credit check was required for registration, but customers whose credit was frozen did not understand why they could not continue.
- Missing product information: customers called to check fiber availability at their address or confirm which television channels a plan included.
- Outstanding balances: some returning customers could not complete a purchase because of unpaid balances on previous accounts.
What changed
The provider added instructions for unlocking credit, made availability information easier to find, and notified returning customers about outstanding balances earlier. The findings gave its team concrete ways to improve self-service and reduce unnecessary support calls.