Overview
A large telecommunications provider needed to improve retention (“save”) performance and customer journeys while managing peak demand and maintaining service quality. The programme required more than additional capacity: it needed omnichannel coverage, evidence‑led optimisation, and a scalable, multi‑skilled workforce model.
ATM Group delivered a blended voice + digital retention model supported by analytics and AI‑assisted optimisation. The approach combined proactive and reactive journeys, strong quality governance, and continuous improvement loops to protect experience while improving commercial outcomes.
Key results
- Retention improved by 10%.
- CSAT increased from 7.2 to 8.2.
- 100,000+ peak period interactions managed.
- 250 advisors multi‑skilled to support flexible resourcing.
At a glance
| Client | Large telecommunications provider (anonymous) |
| Industry | Telecommunications |
| Programme type | Retention / save programme |
| Delivery footprint | Multi‑site delivery (onshore/offshore) |
| Channels | Voice + digital (including chatbot‑supported journeys) |
| Core capabilities | Growth RX + Connected CX + Digital DX + ATM One enablement |
| Primary problems solved | Retention uplift; peak-volume resilience; customer effort reduction; quality protection; scalable multi-skilled workforce |
The challenge
Retention programmes often underperform when they rely on scripts and headcount alone. The client needed to improve save performance while protecting customer experience through peaks, reducing avoidable repeat contact, and ensuring journeys worked consistently across channels.
What success looked like
- Improve retention outcomes without degrading customer experience.
- Handle peak volumes with stable quality and predictable operations.
- Blend voice and digital journeys so customers can use preferred channels.
- Use analytics to identify failure points and optimise journeys continuously.
- Create a scalable workforce model through multi‑skilling, training, and governance routines.
What ATM Group did
1) Designed blended retention journeys across voice and digital
- Implemented a blended operating model across digital and voice channels to meet customers where they are.
- Used chatbot support for suitable intents and routed higher‑value retention conversations to the right advisors.
- Standardised channel playbooks so outcomes and tone remained consistent across channels.
2) Applied analytics and AI‑assisted optimisation
- Used IVR and speech analytics to identify drivers of dissatisfaction, repeat contact, and churn risk signals.
- Established closed‑loop feedback from frontline insight into journey changes (knowledge, scripts, routing, communications).
- Applied predictive insight (where appropriate) to prioritise outreach and improve timing and relevance.
3) Built a scalable multi‑skilled workforce model
- Created a multi‑skilled workforce design so advisors could flex across queues and channels as demand changed.
- Delivered training and performance routines to improve consistency at scale.
- Used calibrated QA and coaching loops to protect quality while moving fast.
4) Protected quality through governance
- Weekly governance and KPI routines to maintain alignment and prioritise improvements.
- Root‑cause analysis to address repeat contact drivers and reduce customer effort.
Results
The programme combined operational scale with evidence‑led optimisation, improving retention and customer satisfaction while supporting peak‑period resilience.
| Outcome | Result |
| Retention improvement | +10% |
| CSAT | 7.2 → 8.2 |
| Peak interactions managed | 100,000+ |
| Advisors multi‑skilled | 250 |
Why ATM Group
- Retention + experience together: commercial outcomes improved without treating CX as collateral damage.
- Omnichannel by design: consistent journeys across voice and digital, supported by routing and playbooks.
- Evidence‑led optimisation: interaction insight drives continuous improvement.
- Scalable operations: multi‑skilling, training and QA routines built for peak resilience.
Where this approach is a strong fit
- You need to improve retention/save performance without damaging CSAT.
- Your peaks are unpredictable and you need flexible resourcing and multi‑skilled teams.
- You want to blend voice and digital retention journeys (including chatbot support).
- You need analytics to show what’s breaking the journey and how to fix it.
Next step
If you want to improve telecom retention without sacrificing customer experience, ATM Group can help you map journeys, define the right KPIs, and build an evidence‑led programme that scales through peaks.
ATM Group — Smarter tech. Real people. Better outcomes.
