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Supply Chain & LogisticsAtoB
Scaling Customer Experience at AtoB
Turning CX into a Retention Engine Across Thousands of Fleets
Fintech / LogisticsThe outcome
The challenge
The CX Problem
As AtoB's sales exploded, a new challenge emerged: retention risk. Their rapid growth created significant customer experience challenges that threatened their business.
01
Onboarding Delays
Fleet customers faced significant onboarding delays, creating friction at the most critical stage of the customer journey.
02
Support Inconsistency
Ticket response gaps and inconsistent support across voice and non-voice channels led to customer frustration.
03
Payment & Credit Issues
Credit issues and payment confusion led to rising churn and delayed collections, threatening the profitability of AtoB's fast-growing customer base.
04
Scaling Challenges
The rapid growth in customer base outpaced the development of their customer experience infrastructure.
What Phi built
The CX Transformation Strategy
Phi Consulting was brought in to build and manage a complete CX organization, mapped across the entire customer lifecycle: from onboarding to collections to advocacy.
01
Lifecycle-Based CX Design
We designed a comprehensive system around key lifecycle stages: Onboarding → Activation → Retention → Expansion → Advocacy, ensuring each stage had dedicated resources and processes.
02
Functional CX Pods
We established specialized teams including Voice + Chat Support for real-time ticket resolution, Collections Team for credit limit adjustments and payment clarity, Customer Success Managers focused on onboarding and feature adoption, and a QA & L&D Layer ensuring quality and consistency.
03
Tools & Infrastructure
We set up Zendesk and Intercom for channel unification and faster response times, while creating custom playbooks for onboarding, activation, and issue resolution.
04
Metrics-Driven Approach
We implemented comprehensive tracking of key CX metrics including CSAT, NPS, time-to-resolution, and churn indicators to drive continuous improvement.
Execution
Execution Highlights
Our implementation focused on creating a seamless customer experience while building scalable systems for long-term success.
01
Milestone-Based Activation
Reduced onboarding friction by building guided, milestone-based activation flows that clearly communicated progress and next steps to customers.
02
Feedback Loops & Proactive Support
Built NPS/CSAT feedback loops and ticket tagging for proactive support interventions, allowing the team to address issues before they affected customer satisfaction.
03
Risk-Based Escalation System
Designed escalation systems for high-risk accounts or revenue-linked issues, ensuring the most critical customer concerns received immediate attention.
04
Cross-Functional Integration
Connected CX insights with product development and sales teams, creating a closed feedback loop that improved both the product and the sales process.
Results
Outcomes
The CX transformation delivered significant improvements across all key metrics, turning customer experience into a competitive advantage for AtoB.
01
40% ↑
Increase in CSAT & NPS scores quarter-over-quarter, reflecting significantly improved customer satisfaction
02
22% ↓
Reduction in customer churn, especially in cohorts completing the new guided onboarding process
03
65% ↓
Decrease in onboarding time, improving time-to-value and increasing product stickiness
04
#1
AtoB recognized as having top-tier CX organization in logistics fintech, becoming a key differentiator in enterprise sales cycles
“Our customer experience is now a growth lever. Phi helped us turn CX into a revenue-generating system, not just a support cost center.”
More proof
The same machine, other markets.
The same machine, pointed at your number.
How Phi Consulting helped AtoB scale their customer experience operations for rapid growth.