The Bogotá Telecommunications Company (ETB), one of the leading companies in the sector in Colombia with almost two million customers, embarked on a project to transform the experience of its telephone channel in collaboration with Izo, a firm specialized in improving the customer experience.

The first step in this project was to carry out an in-depth analysis of the customer journey, the journey that customers take when they interact with the company through the telephone channel. Detailed information was collected about each point of contact, from making a call to resolving inquiries or problems.

Thanks to this exhaustive analysis of the customer journey, the main friction points and opportunities for improvement in the customer experience were identified on the ETB telephone channel. These findings served as the basis for designing a completely new customer service model, focused on providing an exceptional experience with every interaction.

The new customer service model was implemented in the ETB call center, which has more than 600 people. Training and training was provided to staff to ensure that they were aligned with the new service standards and were able to provide a consistent, high-quality experience to customers.

As a result of this transformation, significant improvements were seen in key customer experience indicators. The Net Promoter Score (NPS), which measures the willingness of customers to recommend the company, increased markedly. In addition, it was possible to reduce the Customer Effort Score (CES), which evaluates the ease with which customers can resolve their problems or make their inquiries.

In short, the collaboration between ETB and Izo resulted in a successful transformation of the customer experience on the company's telephone channel. Thanks to a detailed analysis of the customer journey and the implementation of a new customer service model, ETB was able to improve customer satisfaction and strengthen its position in the telecommunications market in Colombia.

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