Professional Work · Transformation Case Study
ATT CRM Transformation
A structured transformation story focused on improving customer workflows, simplifying CRM operations, and creating a clearer path from problem discovery to measurable business value.
CRM Strategy
Process Design
Transformation
Product Management
Backlog Ownership
User Stories
KPI & OKR Tracking
Agile/Scrum
Role
Business transformation, CRM process design, and stakeholder alignment.
Focus
Simplifying operational workflows and improving customer-facing execution.
Outcome
Clearer systems, stronger adoption, and a more scalable transformation path.
How the work came together
A transformation journey shaped around people, process, and practical adoption.
As a Product Owner and a Business Consultant, I contributed to AT&T's large scale CRM transformation initiative on the Salesforce Service Cloud, focussed on modernising customer service and billing operations for retail and contact centre teams
The transformation aimed to replace fragmented legacy systems to provide a unified CRM experience that simplified agent workflows, reduced manual effort and enabled faster, more consistent customer servicing.
Working closely with the business stakeholders, architects, developers and QA teams, I translated business needs into product requirement, prioritised the backlog, defined user stories and acceptance critera, coordinated UAT, and supported production releases. My role ensured that business objectives were aligned with technical delivery throughout the product lifecycle.
One of the key challenges was the highly fragmented customer servicing landscape. Customer information and service processes were spread across multiple applications forcing agents to navigate several systems to complete even routine quests. This increased handling time. created duplicate effort and limited operational visibility
The transformation introduced:
A unified Salesforce Service Cloud workspace
Guided servicing workfloes
A consolidated 360° customer view
Automated routing and approvals
Improved operational reporting and dashboards
Beyond feature delivery, I also supported release planning, stakeholder communication, product adoption, and rollout activities across retail and customer service operations, helping ensure smooth implementation of new capabilities
Business Outcomes
The CRM modernisation contributed to measurable operational improvements, including
20% reduction in Average Handling Time (AHT)
10% improvement in First Call Resolution (FCR)
90% product adoption across targeted users
Reduced manual effort through workflow automation
5% increase in Customer Satisfaction (CSAT)
The transformation established the foundation for a scalable, customer-centric service platform capable of supporting future digital initiatives while improving ] agent productivity and simultaneously improving customer experience
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