Heading for the perfect 10

[mstakh.i.mom.i]

With customers increasingly requesting state of the art digital services, the eprimo team suggested redesigning the entire customer experience. At the time, digital take rates were already high but first resolution still remained below 50%, ending up with customers calling in trying to solve their issues. Satisfaction scores with the digital service ranked way below the conventional service. The product owner offered a moonshot vision, “Going for the perfect 10“, to increase first resolution with digital service, driving satisfaction rates to the same level as analog service within 18 months.

perfect 10
It consisted of new services like easy payment adjustments, mobile first transportation email list usability and most importantly providing a digital assistant, Sophie, to support customers in native and colloquial dialogue.


It was a compelling product vision, but it had the downside of being based on too many assumptions about customer behavior. With this uncertainty ahead, the team wanted to respond in an agile way of working and suggested a new crossfunctional team setup. All necessary skills ranging from customer service experts to data analysts, ux designers, digital marketing and technology experts were requested. An agile master completed the team setup to organize the HOW, i.e., the way of working in this agile environment. The product owner who pitched for this mission has been accountable from the very beginning for the WHAT. With these acquired resources and committed targets the team was given the mandate and the entire e2e accountability to go for it.