Overview
A telecommunications provider running major upgrade and migration programmes needed to scale customer operations without disrupting service, while improving experience and reducing churn. The environment demanded rapid test‑and‑learn, real‑time insight, and the ability to launch campaigns quickly as products and eligibility rules evolved.
ATM Group supported large‑scale migrations and upgrades using a Centre of Excellence (COE), multi‑skilled teams, real‑time dashboards, analytics‑led trials and rapid campaign activation. The programme combined operations, journey design and technology enablement to deliver speed with control.
Key results
- Churn reduced by 15%.
- 250,000+ customer migrations supported.
- 100+ trials run to refine journeys and commercial flows.
- 1,300+ customers retained.
- 6,500+ upgrades delivered.
At a glance
| Client | Large telecommunications provider running major migration/upgrade programmes (anonymous) |
| Industry | Telecommunications (upgrade & migration context) |
| Programme type | Transformation + migration at scale |
| Delivery footprint | Multi‑site delivery (with field support where required) |
| Channels | Voice + digital (programme‑specific mix) |
| Core capabilities | Digital DX + Connected CX + Growth RX + ATM One enablement |
| Primary problems solved | Large-scale migration support; churn reduction; rapid campaign activation; real-time control; consistent CX across changing programmes |
The challenge
Large customer migrations and upgrade programmes create operational volatility: volume spikes, eligibility changes, new offers, and increased customer anxiety. Without real‑time visibility and tight governance, journeys fragment, exceptions grow, and churn risk increases.
The client needed an operating partner that could scale delivery and continuously optimise journeys while programme rules evolved.
What success looked like
- Support high volumes of migrations/upgrades with minimal disruption to customers.
- Reduce churn while executing programme changes at pace.
- Run rapid trials/POCs to refine journeys and offers with evidence.
- Enable rapid campaign launches with strong change control.
- Improve journey performance using analytics and smart routing while maintaining auditability.
What ATM Group did
1) Built a COE for real‑time operational control
- Established a COE to coordinate operations, insight and change execution.
- Delivered real‑time dashboards for dynamic resourcing and rapid issue identification.
- Created a single governance cadence for decisions, risks and improvement priorities.
2) Ran analytics‑led trials and test‑and‑learn optimisation
- Used analytics and smart routing to run iterative trials/POCs and refine journeys and commercial flows.
- Monitored journey breakpoints (drop‑offs, repeat contact, failed eligibility checks) and prioritised fixes with the highest impact.
- Fed frontline learning back into journey design, knowledge updates and coaching loops.
3) Designed journeys for migrations and upgrades with minimal disruption
- Designed call flows and workflows to support migrations/upgrades with clear outcomes and reduced customer effort.
- Integrated CRM and operational systems (where required) to give advisors context and next‑best actions.
- Defined exception paths so complex cases were resolved quickly and safely.
4) Enabled rapid campaign activation
- Enabled rapid campaign launches with integrations and automation tools.
- Operationalised frequent changes with approvals, versioning and communications alignment.
- Created playbooks for scaling campaigns up/down as eligibility and volume shifted.
5) Delivered multi‑skilled teams across sites
- Delivered multi‑skilled teams that could flex across migration, upgrade and retention queues.
- Aligned training and QA to programme complexity so experience remained consistent through change.
- Supported field/door‑to‑door operational elements where required (programme‑specific).
Governance
- Weekly governance routines and KPI reporting with a clear change log and ownership.
- Controlled releases for scripts, knowledge, routing and integrations with approvals and rollback plans.
- Quality assurance and coaching loops to reduce repeat contact and protect experience.
- Operations delivered under agreed security and privacy controls.
Results
The programme combined operational scale with real‑time control and evidence‑led optimisation, helping the client deliver migrations and upgrades at pace while reducing churn.
| Outcome | Result |
| Churn reduction | -15% |
| Customer migrations supported | 250,000+ |
| Trials/POCs run | 100+ |
| Customers retained | 1,300+ |
| Upgrades delivered | 6,500+ |
Why ATM Group
- COE‑led delivery: real‑time control for volatile programmes with changing rules and demand.
- Speed with governance: rapid iteration with disciplined change routines.
- Operations + enablement: advisors, routing, knowledge and integrations delivered as one system.
- Customer effort focus: journeys designed to minimise disruption during migrations and upgrades.
Where this approach is a strong fit
- You are running a large customer migration/upgrade and need operational stability and real‑time insight.
- You need to reduce churn during a migration programme.
- You need a COE to run trials/POCs and roll out improvements without breaking the operation.
- You need to launch campaigns rapidly as eligibility and offers change.
Next step
If you’re planning a telecom migration or upgrade programme, ATM Group can help you scale delivery, reduce churn, and keep journeys coherent as rules and volumes change.
ATM Group — Smarter tech. Real people. Better outcomes.
