Projecting a voice in an era of smart CX

Client

Overview

In an era of social, digital, face-to-face and online communication – much is changing. There is an increasing amount of channels for customer communication and a desire for more meaningful interaction by brands who are turning to visions like Intelligent CX to manage this complex experience.

But across many of these channels there’s still a role for ‘good old’ voice. Whether it’s for an escalation, or a crucial complementary element for a complex conversation, the primacy of voice can’t be beaten for trust, reassurance and authenticity. Whether for in-app or video call – voice lives on.

The challenge for AT&T was how to lead the conversation with voice, in an era of AI, chatbots and growing focus on social.

What we delivered

The Rubicon Agency was approached to develop the message construct and go-to-market assets to support this joint initiative. A crisp, progressive and relevant conversation was required to combine both AT&T and Five9 thought leadership positions.

With a growing recognition for threading cross-enterprise capabilities into CX delivery – much of which is within AT&T influence – The Rubicon Agency developed a messaging platform for Collaborative CX.

This platform would be owned by AT&T and used to centre marketing around – including a core white paper for a demand outreach – and an infographic for customer engagement.

What did the campaign achieve?

The campaign is an important evolution for AT&T, with an array of integrations with other cloud applications on the horizon. Asserting the symbiotic relationship between AT&T voice + network services and 3^rd party platforms like Five9 cloud contact centre is critical for future success.

The assets form part of a broader outreach go-to-market through syndicated content and publisher marketing.