# Fintech, Logistics: AtoB case study: 40% higher CSAT and 65% faster onboarding

Fast sales growth brought retention risk. Phi built and ran the CX organization that turned it into lasting retention across thousands of fleets.

AtoB Fintech · Logistics

## Outcome: AtoB results

CX became a reason to buy.

- ↑ 40% CSAT and NPS, quarter over quarter
- ↓ 22% Customer churn, most in cohorts on the new guided onboarding
- ↓ 65% Onboarding time, for faster time to value
- #1 CX rating in logistics fintech, now a differentiator in enterprise deals

## Before Phi: The challenge at AtoB

Growth outran the customer experience.

1. **Onboarding delays**: Fleets stalled at the most critical stage of the journey.
2. **Uneven support**: Response gaps and inconsistent service across voice and chat.
3. **Payment and credit confusion**: Rising churn and delayed collections across a fast-growing base.
4. **Operations lag**: The customer base grew faster than the CX operation behind it.

## The work: What Phi did for AtoB

One CX organization across the lifecycle. Onboarding, activation, retention, expansion and advocacy, each with its own people and process.

1. **Voice and chat support**: Real-time ticket resolution.
2. **Collections**: Credit limit adjustments and payment clarity.
3. **Customer success**: CSMs focused on onboarding and feature adoption.
4. **QA and L&D**: A layer for quality and consistency.
5. **Tools and playbooks**: Zendesk and Intercom to unify channels, with playbooks for onboarding, activation and resolution.
6. **Metrics**: CSAT, NPS, time to resolution and churn indicators, tracked and acted on.

## Execution: How we executed

Problems caught before customers felt them.

- **Milestone-based activation**: Guided flows that showed customers their progress and next step.
- **Proactive support**: NPS and CSAT feedback loops plus ticket tagging to intervene early.
- **Risk-based escalation**: High-risk accounts and revenue-linked issues got immediate attention.
- **Closed loop**: CX insight fed product and sales, improving both.

## Testimonial: AtoB, in their words

> “Our customer experience is now a growth lever. Phi helped us turn CX into a revenue-generating system, not just a support cost center.”

Operations team, AtoB

## Related case studies

[All case studies](https://phi.consulting/proof)

- **[AtoB · Sales](https://phi.consulting/case-studies/atob-sales)**: From 77 customers to 7% of US trucking.
- **[DataTruck · CX](https://phi.consulting/case-studies/datatruck-cx)**: Onboarding rebuilt to keep what sales won.
- **[DigitalOcean · CX](https://phi.consulting/case-studies/digitalocean-cx)**: NPS up 8 points across APAC.

## Talk to us: The same system, pointed at your number.

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Markdown copy of https://phi.consulting/case-studies/atob-cx