Scaling Customer Experience at AtoB
Turning CX into a Retention Engine Across Thousands of Fleets
The CX Problem
As AtoB's sales exploded, a new challenge emerged: retention risk. Their rapid growth created significant customer experience challenges that threatened their business.
Onboarding Delays
Fleet customers faced significant onboarding delays, creating friction at the most critical stage of the customer journey.
Support Inconsistency
Ticket response gaps and inconsistent support across voice and non-voice channels led to customer frustration.
Payment & Credit Issues
Credit issues and payment confusion led to rising churn and delayed collections — threatening the profitability of AtoB's fast-growing customer base.
Scaling Challenges
The rapid growth in customer base outpaced the development of their customer experience infrastructure.
The CX Transformation Strategy
Phi Consulting was brought in to build and manage a complete CX organization, mapped across the entire customer lifecycle — from onboarding to collections to advocacy.
Lifecycle-Based CX Design
We designed a comprehensive system around key lifecycle stages: Onboarding → Activation → Retention → Expansion → Advocacy, ensuring each stage had dedicated resources and processes.
Functional CX Pods
We established specialized teams including Voice + Chat Support for real-time ticket resolution, Collections Team for credit limit adjustments and payment clarity, Customer Success Managers focused on onboarding and feature adoption, and a QA & L&D Layer ensuring quality and consistency.
Tools & Infrastructure
We set up Zendesk and Intercom for channel unification and faster response times, while creating custom playbooks for onboarding, activation, and issue resolution.
Metrics-Driven Approach
We implemented comprehensive tracking of key CX metrics including CSAT, NPS, time-to-resolution, and churn indicators to drive continuous improvement.
Execution Highlights
Our implementation focused on creating a seamless customer experience while building scalable systems for long-term success.
Milestone-Based Activation
Reduced onboarding friction by building guided, milestone-based activation flows that clearly communicated progress and next steps to customers.
Feedback Loops & Proactive Support
Built NPS/CSAT feedback loops and ticket tagging for proactive support interventions, allowing the team to address issues before they affected customer satisfaction.
Risk-Based Escalation System
Designed escalation systems for high-risk accounts or revenue-linked issues, ensuring the most critical customer concerns received immediate attention.
Cross-Functional Integration
Connected CX insights with product development and sales teams, creating a closed feedback loop that improved both the product and the sales process.
Outcomes
The CX transformation delivered significant improvements across all key metrics, turning customer experience into a competitive advantage for AtoB.
Increase in CSAT & NPS scores quarter-over-quarter, reflecting significantly improved customer satisfaction
Reduction in customer churn, especially in cohorts completing the new guided onboarding process
Decrease in onboarding time, improving time-to-value and increasing product stickiness
AtoB recognized as having top-tier CX organization in logistics fintech — becoming a key differentiator in enterprise sales cycles
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
Ready to Achieve Similar Results?
Let's discuss how we can help you build a scalable go-to-market engine for your business.
Related Case Studies
Building a Full-Cycle GTM Sales Team for AtoB
How we helped AtoB grow from 77 customers to 7% market share in U.S. trucking.
Supply Chain SaaS CX Overhaul
Unified success + support under one motion for a growing supply chain management platform.
Fintech RevOps Transformation
Building a complete revenue operations ecosystem for a growing fintech platform.