Case Studies
Real mandates. Measurable outcomes. The following case studies document the commercial results of selected Experience Transformation engagements across sectors, geographies, and programme scales.
Additional case studies available on request · All client relationships subject to confidentiality obligations
BellSouth Corporation, a Fortune 100 multi-state telecommunications company, had experienced two consecutive failed marketing-led campaigns that significantly underperformed on ROI and eroded confidence in their existing consulting partners. A new engagement was commissioned — initially budgeted at $800K — to relaunch a business and consumer product line across a range of bundled services.
What followed was a complete reimagining of the brief: rather than delivering another isolated campaign, the Experience Transformation team identified the need for a fundamentally different approach — and expanded the engagement into a comprehensive enterprise-wide digital and operational transformation that became one of the most commercially impactful programmes in BellSouth's history.
This was BellSouth's third attempt at driving meaningful digital acquisition and retention. The previous two campaigns had failed to meet ROI expectations, and the organisation's confidence in external partners was at a low point. The initial brief was narrow: a four-month, $800K consumer marketing campaign targeting new and existing customers aged 18–49 across bundled product services.
The real challenge was deeper. BellSouth's customer engagement model was structurally inefficient — over-reliant on call centre agents, lacking a coherent digital channel strategy, and without the CRM infrastructure needed to understand or act on customer behaviour at scale.
The team anchored the strategy on three interdependent pillars, each designed to deliver measurable business value while building long-term competitive advantage:
Given past failures, demonstrating projected ROI ahead of project commencement was non-negotiable. Robust financial modelling and performance benchmarks were developed — a step no previous partner had properly executed.
Shift the primary customer interaction from call centre agents to digital channels — redesigning the end-to-end customer journey from discovery through sales, account management, and service resolution to operate digitally on a 24/7 basis.
Introduce a robust interactive CRM programme to build richer, more actionable customer profiles — enabling precise segmentation, personalised marketing, and a stronger long-term relationship between BellSouth and its customer base.
The team also benchmarked BellSouth against six key customer touchpoints across best-in-class companies outside the telecom vertical — deliberately sourcing comparators from industries leading in those particular areas of customer experience, bringing cross-sector insight that BellSouth's previous partners had not offered.
The original pitch was re-engineered into a two-tiered programme structure. Securing approval required a 75-minute presentation to both the global consulting firm and the BellSouth leadership team — and both signed off following the pitch. The expanded budget represented a 300% increase over the original proposal.
The programme delivered results that materially exceeded every target set at the outset — and in several cases exceeded them by multiples rather than increments.
| Performance Metric | Result |
|---|---|
| Call centre operational savings (Year 1) | $150M+ |
| Monthly call centre cost reduction | $12M+ per month |
| Banner ad impressions per day | 80 million+ views |
| Banner click-through rate improvement | +46% year-on-year |
| Traditional print response rate growth | +63% year-on-year |
| Transactional direct mail response growth | +26% year-on-year |
| Enterprise CRM vs. objective goal | 205% of target |
| Online revenue growth (sustained) | 12 consecutive quarters, +150% |
"You guys were totally on the right track in the development of this project … it addressed the problem from an 'all segments' perspective. You have recommendations grounded in best practices and based on where our site / advertising programme / budget is currently with actionable recommendations. I think that the objective, as laid out in the deck, was a great starting point … since no one internally has done this to my knowledge — it's actually quite superior to anything I have seen before! You provided an overall experience that is reflective of the BellSouth brand and built to meet the varying needs of our diverse customer base, thereby enhancing customer satisfaction and maximising return."
Whether you are navigating a digital transformation, a failing programme, or a CRM overhaul — we have delivered results in exactly these situations before. Let's talk.