Strategic Roadmap for TELUS Value Chain

From 2022 to 2024, I enabled TELUS stakeholders to bring their B2B2C services to the next level — combining 26 systems and 11 business units into one seamless customer experience.

In accordance with my non-disclosure agreement, I have omitted confidential information in this case story. The information in this case study is my own and does not reflect the views of this company.

image of interactive educational tool (for a edtech)image of behind-the-scenes creation (for a game development company)

my role

organizational design
quantitative surveys
usability testing
service blueprints
contextual interviews
product roadmap
change management

From silos to combined, cross-functional teams with full ownership for seamless customer experiences, coined the Centre of Excellence.

This service design engagement delivered a framework to assess and identify opportunities to streamline Multi-Suite (MS) services.

  • Customer Objective: Consolidate the MS end-to-end experience to help customers quickly access Intello Wi-Fi, TELUS Internet and Guest TV services.
  • Business Objective: Gain alignment across strategic and implementation stakeholders by reducing internal pain points and increasing efficiencies.
[interface] user flow for centre of excellence[interface] ux wireframe for centre of excellence[interface] ui mock-up for centre of excellence

"I’m so happy with this outcome, team. Really excellent work pulling it all together. You were amazing to work with - thank you for managing through all the twists and turns. Stakeholders are engaging and moving in the right direction."

Cody Morash, Program Manager, TELUS Business Multi-Suite
2022–2024
the challenge

Creating a Consistent Customer Experience

When TELUS acquired Intello Technologies, a company with a strong foothold in providing Wi-Fi to multi-dwelling suite buildings, they needed help simplifying their lines of business.

image of behind-the-scenes creation (for a game development company)
the solution

A Better Flow of Information and Processes

We were engaged as a change and systems management expert to simplify internal communication silos, reduce wait times between lines of business, and create one unified Center of Excellence.

We spent six months assessing how TELUS Multi-Suite integrates 26 different tools and systems across 11 different business units.

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design persona of a team manager stakeholder
service blueprint
Service Blueprint (blurred to redact information) showing current pain points and future-state opportunities across the B2B2C value chain
value stream map
Value Stream Map after 20 stakeholder interviews and 13 customer ride-alongs

Stakeholdering Management and Value Stream Mapping

Our 20+ stakeholder interviews and 13 B2B customer ride-alongs research showed how distinct departments can better work together to serve their customers, ensuring all product managers, sales support, operators, field tech, and more knew how to collaborate for TELUS Multi-Suite.

Laddering up all the pain points into 3 main opportunities helped the Program Manager focus stakeholders on priorities:


1. Responsive Communication
2. 'One' Point of Contact
3. Internal Clarity & Training

Developing Roadmap Priorities

It was crucial to gain alignment across strategic and implementation stakeholders within TELUS and Intello in order to deliver a frictionless experience to end customers.

To help modify and improve key customer-facing pages on TELUS.com, to increase engagement, digital sales journeys, and cart completions at the initial phases of the customer journey, POWER SHIFTER also helped implement a 200-person online survey comparing TELUS and non-TELUS customers' attitudes.

We then followed up with usability testing to further reinforce insights and findings, triangulating results with Google Analytics to compare leading and non-leading indicators.The quantitative and qualitative results helped the TELUS teams jumpstart on Quick Wins recommended in our 2-year Roadmap.


roadmap starting with personas
Example slide of a RACI
quantitative survey results slide
quantitative results slide example with bar charts

Recommendations: Overall Focus Areas

1. Build capacity for in-person Site Surveys, Sales, and Support, so that teams can focus on the tasks they do best, reducing rework and wait times.
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2. Facilitate better communication across teams and systems, so that customers get better visibility into project status information.

3. Initiate a new Centre of Excellence and cross-functional training, so that customers receive knowledgeable and consistent support from a single point of contact.

4. Build one, unified tool that enables B2B2C customers to self-serve, so that Support can quickly resolve customer issues, reducing frustration and escalations.

"With a clear roadmap in hand, TELUS has embarked on the journey of bringing our service design plan to life. The enthusiasm for the strategy we developed, with its promise of simplicity and efficiency, has the TELUS team optimistically moving into a future of enhanced operational efficiency and superior Multi-Suite services."

Cody Morash, Program Manager, TELUS Business Multi-Suite
[team] image of team member (for an author & writer)