The Challenge

While experiencing record growth and rapid expansion onto new platforms, Acorn TV needed to operationalize and scale its CX strategy.

My Role

I originated the role of CX Director at Acorn TV, making the case to the C-suite that a CX focus would be a key differentiator for the service with long-term implications for brand reputation and churn rate.

Outcomes

During my tenure as CX Director, Acorn TV boasted industry-leading churn rates and engagement on social channels due to both exclusive content and commitment to customer experience. Carefully monitoring day-to-day fluctuations in VoC data and ticket volume allowed us to rapidly identify, respond to, and correct issues as they arose.

The launch of the lifecycle survey series ensured that we were collecting data on the end-to-end customer journey, allowing us to identify patterns in cancellation timing and reasons in order to inform the development of personalized win-back campaigns. Customer service tickets and associated costs dropped by 20% with launch of the self service help portal, and the platform’s CX focus helped it compete in a marketplace crowded by well-funded incumbents. 

Activities

• Voice of customer program launch: Established the VoC program at Acorn TV, compiling, analyzing, and reporting on verbatim data from listening posts in multiple channels to uncover pain points and dig into content performance. 

• Persona development: Leveraged VoC data and platform analytics to develop subscriber personas.

• Service and experience design: Contributed to design of consumer-facing experiences on platforms including iOS, Android, Web, Roku, Amazon Fire TV, and Samsung with a focus on CX, leveraging verbatims and platform analytics to surface addressable points of friction and opportunities to enhance the user experience.

• Help center design and launch: Conceptualized, wireframed, and created content for Acorn TV’s self-service portal.

• Customer service workflows: Designed processes and end-to-end flows for Acorn TV’s customer service and ticketing system.

• Operational communications: Designed and implemented omnichannel transactional and lifecycle messaging series.

• Metrics implementation: Identified tools and wrote business case for implementing a measurement framework to capture and track NPS and CSAT.

• Qualitative and quantitative data analysis: Designed dashboards and reports to track VoC, NPS, CSAT, and other associated metrics from a variety of sources; regularly presented to executive team; leveraged data to drive design and development prioritization and inform content acquisition team.