Duration -
2016

Customer Engagement Workflow Redesign for Payment Acceleration

Customer Engagement Workflow Redesign in Digital Advertising

RESEARCH & DISCOVERY

Collections teams relied heavily on email automation to drive customer payment, but engagement rates were low, and follow-up intent was difficult to track. Through analysis of outreach data and qualitative insights, it became clear that the existing model lacked the personal interaction needed for high-impact receivables work.

STRATEGY MAPPING

I reframed collections as a proactive engagement function, not just a back-office task. The strategy shifted focus to structured phone outreach supported by guided scripts, defined customer segmentation, and a feedback-rich performance model. This approach aimed to simultaneously improve both cash flow and customer relationships.

 PROCESS ENGINEERING

  • Designed and implemented a phone-first engagement workflow
  • Created tailored conversation frameworks and scripts for different customer types
  • Integrated KPI controls and QA checkpoints into the daily process
  • Trained global teams and built cross-functional adoption support systems

TESTING & ITERATION

Early rollouts were monitored through engagement and resolution metrics. Scripts and call flows were iterated based on customer response data. QA routines were refined continuously to ensure consistency and alignment across teams.

THE SOLUTION

  • A global collections workflow anchored in phone-based outreach
  • Guided conversation flows and segmentation-driven engagement
  • Embedded QA systems and live performance dashboards
  • Training and support structures rolled out across global teams

THE OUTCOME

  • 68% reduction in overdue receivables in the targeted portfolio
  • 27% increase in customer satisfaction related to billing interactions
  • Stronger alignment between collections and customer experience functions
  • Empowered teams with structured tools and real-time performance feedback
Company Name:
Confidential
Industry
Digital Advertising & Online Services
Duration
2016
Tools
Internal Contact Tools, QA Dashboards, Engagement Script Frameworks
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