Foxtel aimed to improve the customer experience of its “Join Journey” process, from initial research to post-installation service. I joined Foxtel's internal service design team with the task of conducting a thorough audit of customer feedback and interactions to understand how to optimise the end-to-end journey. The goal was to identify pain points, particularly around signing up for services, installation, and initial use of Foxtel products, and to offer actionable insights for improvements.
Role: My role involved working with the team on the "Join Journey" service blueprint, qualitative research as well as contributing to the final report.
Challenges
The “Join Journey” faced notable customer dissatisfaction, mainly due to:
Unclear Communication: Customers were confused about what the installation process entailed, leading to surprise at the involvement of technician visits or satellite dish installations.
Trust Issues: Many customers were hesitant to sign up online due to unclear contract and offer information, choosing instead to call customer service for reassurance.
Sub-optimal Online Experience: Customers lacked confidence in the website’s address serviceability check, resulting in unnecessary customer service calls.
Limited Understanding of Foxtel Go and iQ4 Features: Although excited about the service, customers were unaware of key features like Foxtel Go or how to optimise their iQ4 experience.
Approach
The project was approached collaboratively, with the team undertaking the following steps:
Customer Surveys and Panel Analysis: We analysed feedback from a customer panel of 40 individuals who had recently joined Foxtel via the contact centre or online. These customers provided valuable insights through surveys and interviews, detailing their experiences.
Journey Mapping: Together, we mapped the entire customer journey, from initial research and sign-up to installation and early use of Foxtel’s services, which allowed us to pinpoint specific areas where customer expectations were not being met.
Service Design Evaluation: We examined the service design, from the pre-installation phase through post-installation support, to assess if customers were receiving sufficient guidance and support.
Key Insights
The audit revealed several critical areas for improvement:
Misaligned Product Communication: Foxtel's product promotion did not emphasise the features that customers valued most, such as easy access to premium content and sports.
Gaps in Installation Information: Many customers did not fully understand the installation process, leading to confusion and dissatisfaction.
Website Trust Issues: Customers often felt the need to contact the call centre to confirm offer and contract details, as the website lacked clarity.
Lack of Pre-Install Product Education: Many customers were unaware of the benefits of key products like Foxtel Go and the iQ4 box, limiting their ability to fully enjoy the service post-installation.
Outcomes
Based on the team's findings, we provided Foxtel with a series of actionable recommendations, including:
Enhanced Product Communication: We recommended re-framing the messaging to highlight the features that customers prioritised, such as the quality of content and ease of use.
Improved Installation Transparency: We advised providing clearer, more detailed information regarding the installation process, particularly technician visits and equipment requirements.
Addressing Trust Issues Online: Our team proposed improvements to the clarity of contract and offer information on the website, reducing the need for customers to seek reassurance via the call centre.
Pre-Install Education: We suggested creating educational materials to better inform customers about Foxtel Go and the iQ4 box before installation, so they could feel confident and excited about using their new services.
These insights helped Foxtel better align its services with customer expectations, reducing confusion, building trust, and enhancing overall satisfaction with the “Join Journey.”