TALKTALK + OPEN-XCHANGE - TALKTALK MAIL
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
TalkTalk + Open-Xchange TalkTalk Mail
UK-wide provider of 4 million customers on Strong emphasis on
value-for-money Internet unlimited broadband and Online Security and child
access, Voice and TV fibre connections across safety
services B2B and B2C
OUR CHALLENGE
LEGACY
@onetel.co.uk
@onetel.com
@pipex.com @lineone.net
@screaming.net @toucansurf.com
@tiscali.co.uk
@homecall.co.uk
2 Million @tinyworld.co.uk
@talktalk.net @worldonline.co.uk
@ukgateway.net
@tinyonline.co.uk
people in
the UK use
TalkTalk 4 different
platforms
email
Why offer email in 2018?
6
• Tenure: most email customers have been with us for a long time • Revenue: customers with email spend more money with us • Engagement & Upsell opportunities
We decided to re-launch our email service based on 4
simple customer promises:
“My email works on all my devices”
“My email is always available and works fast”
“I can trust TalkTalk email to be secure”
“Ads are not getting in the way”
Why Open-Xchange as-a-service?
9
As-a-service solution with a strong focus on Security & Privacy Great end-user experience across platforms Strong roadmap for current products and future services
We worked with OX on what’s needed to
make this migration a success.
11Before rolling it out to all our customers, we
agreed with OX to test AppSuite with 10,000
trialists.
12We recruited a diverse group that provides a good representation of our email user base Gender Male 76% Female 24% Age Tech-aversion Segment 18-24
We agreed on a set of user interviews and surveys to understand what our users
really need.
Survey
Premigration
Experience
Survey
“Hopes & fears”
Month Month Month Month Month Month Month Month
1 2 3 4 5 6 7 8
User Interviews
User Interviews Live product feedback
TRIAL TRIAL
Legacy platform
RECRUITEMENT PREMIGRATION
feedback
User Interviews TRIAL
First feedback on UI MIGRA
TION Survey
Product
TRIAL
POSTMIGRATION Survey
Postmigration
Experience
14User interviews were a great opportunity to learn more about
users’ expectations and difficulties with the old interface.
15What customers told us.
16What our customers told us.
Have the Once they have Receive a few
Know what was opportunity to been migrated, tips about the
happening learn more have a very new platform
before it about the new short demo of shortly after they
happens. platform before how to use the have been
the migration. platform. migrated.
17Based on the feedback we
designed a customer journey that
was working for our users.
18Based on OX Customer Success team recommendations, we created a user
journey for each user’s migration to our new platform covering 3 key phases:
Migration First-time experience Engagement
Premigration Messages Login Help page
Users receive up to 4 emails Users login to the new TTM If they need more help,
before the migration to inform using the same login page users can access a
them about the change. as usual. dedicated help page.
Onboarding Messages
Premigration Landing Page Recovery details Users receive a series of 3
They can learn more on a Users are requested to emails explaining a few
dedicated page and check if provide their recovery details if features they might have
they need to do something. they haven’t done so before. missed.
Quick configuration Onboarding Banners
Migration
Users make sure their Users see special banners
The migration happens in
settings are up to date. explaining some of the
just a few minutes thanks to
features.
data pre-sync.
Onboarding video
End of Migration Message
Users can watch a video
Users receive an email to
presenting the new platform and
inform them that the new
showing key features and then
TalkTalk Mail is ready for
land in their mailbox.
them.
19With the experience of the OX migration team, we’ve build a comprehensive comms
journey to guide customers, especially webmail users, through the migration
Migration Engagement
D-45 D-14 D-7 D-2 D+0 D+10 D+20 D+30
MIGRATION
Announcement Reminder 1 Reminder 2 Imminent upgrade TTM ready Simple interface Improved security Do more things
A new TTM is Your email will Your email will Possible disruption It’s ready. Discover why the Discover why the Discover why the
coming. Discover the change in a couple change over the during a few new interface is new TTM is safer. new TTM helps you
new features. of weeks. If you use next week. If you minutes. Log in now. better. to be more efficient.
the calendar, do a use the calendar,
backup. do a backup.
Audience: Audience:
Audience:
Webmail Users (approx. 550k) Webmail Users (approx. 550k)
All users (approx. 2m)
Orphan Accounts (approx. 700k) IMAP Users (approx. 750k)
POP/IMAP users will not receive those messages as they Orphan accounts users will receive onboarding messages as
won’t see a change in the interface. They will engaged once part of Email the billing journey. POP users will have a
the product is available. dedicated campaign later this year to switch to IMAP.
20OX Customer Success team helped us to create a dedicated
website to answer users questions before the migration
• OX Customer Success team produced
a TalkTalk branded introduction video
to the new email platform.
• In addition to the video, an overview of
the features allowed users to
familiarise themselves with the
changes to come.
• The landing page also included an
FAQ page and instructions on what to
do before the migration.
21Our users told us that a step-by-step tutorial wasn’t
their preferred way of discovering the platform.
• They also didn’t understand why they were
not seeing their usual email interface and
why they had to provide some personal
information like first and last names.
• OX Customer Success team helped us to
adapt the first-time experience to our
customers so we could focus on educating
them on the most important features.
• With their help, we created a tutorial video &
additional screens to replace the step-by-
step tour.
22OX Customer Success team also helped us
to created postmigration support content
and landing page
• The postmigration pages include a
Quick Start guide, Overview &
tutorials, FAQs and troubleshooting
page.
After migration
23Our OXaaS
25x
You can also read
