Telecom & Technology
Customer Experience & Service Delivery
How a Fortune 100 communications/technology provider partnered with Northridge to uncover distinct journey pain points across customer segments and define targeted CX improvement opportunities.
The Challenge
A Fortune 100 communications/technology provider sought to improve customer service performance across two distinct advertiser groups:
First-time advertisers
Advanced advertisers
Key issues included:
Limited visibility into true customer sentiment across journeys
Inconsistent support experiences across segments
Lack of clarity on Moments of Truth driving loyalty and spend
Unclear differentiation between novice and advanced user needs
The Strategy
Rather than applying broad CX improvements, Northridge designed segment-specific journey mapping exercises to capture real customer experiences and emotional drivers.
The strategy focused on:
Conducting separate journey maps for first-time and advanced advertisers
Collecting direct customer input in their own words
Measuring customer effort and sentiment at each stage
Identifying key Moments of Truth influencing loyalty and spend
The goal was to create a data-driven foundation for targeted CX investments.
The Execution
Northridge:
Facilitated structured journey mapping workshops
Captured verbatim customer feedback and behavioral insights
Analyzed friction points by segment
Documented segment-specific Moments of Truth
Delivered prioritized recommendations for process and tool investments
The Impact
The engagement equipped leadership with:
Clear differentiation between first-time and advanced advertiser experiences
Segment-specific pain points and support gaps
Defined Moments of Truth across the advertising lifecycle
A prioritized roadmap for CX-focused process and tool enhancements
Findings revealed:
First-time advertisers were primarily concerned with ease of use and ad publication confidence
Advanced advertisers were focused on quality of provider consultation and support responsiveness
The insights created a foundation for targeted CX improvements and long-term customer loyalty growth.
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LET’S STRENGTHEN YOUR CUSTOMER EXPERIENCE STRATEGY
Effective service delivery requires operational clarity, structured insights, and disciplined execution.
We help communications and technology leaders uncover Moments of Truth, differentiate customer segments, and define targeted CX investments that drive loyalty and growth.
