Creating a positive digital experience for TELUS customers
Executive Overview
During the COVID-19 pandemic, TELUS partnered with Symend to modernize customer engagement for past-due accounts. The telecommunications company implemented SymendCure, a behavioral science-driven platform, to manage surging call volumes while maintaining service quality.
The Challenge
The pandemic triggered unprecedented call center volume spikes across Canada. TELUS needed to shift from transactional customer interactions to meaningful digital engagement while addressing customer anxiety about service disconnection during lockdowns.
The Solution
Symend's behavioral scientists applied neuroscience, psychology, and behavioral economics principles. The team:
- Conducted web-tested COVID-specific outreach campaigns
- Identified self-agency and empathy as most effective behavioral tactics
- Developed a Flexible Payment Plan tool validated with 600+ North American participants
- Deployed personalized email and text communications
The Results
The platform freed customer service capacity, reduced anxiety-driven contact attempts, and achieved nearly double the engagement rate compared to pre-pandemic communications. TELUS was able to maintain outstanding customer service while significantly reducing operational costs.
