Omnichannel Experience Transformation
Sprint wanted autonomous operations. The research showed them what had to be true first.
Mapped the full omnichannel reality across retail, telesales, and care. Built the sequenced path from today's broken foundation to tomorrow's AI-driven north star. Bad data means bad ML. The research made that case and showed what to fix first.
Situation
Sprint had an ambition: fully autonomous operations. AI and ML driving the sales experience across every channel. Three channels stood between them and that future.
Retail stores
Separate data, tooling, and definition of "done"
Telesales
Separate data, tooling, and definition of "done"
Digital care
Separate data, tooling, and definition of "done"
Nobody owned the seams. That is where customers and reps both got lost.
Challenge
The ambition was right. The sequence was wrong.
Bad data means bad ML.
Automation on a fragmented foundation doesn't fix dysfunction — it accelerates it.
Sprint needed to see the full picture of their today reality before they could build a credible path to the north star. That picture did not exist.
Approach
Built the picture from the ground up. Research across all three channels — in retail stores, inside call centers, across digital care. Studied both sides of every interaction: customers trying to get things done, and the agents doing the work on their behalf.
From that research emerged six distinct rep and agent archetypes, and a full journey map across every touchpoint and handoff where the experience broke down.
170+ opportunities — sequenced by what had to be true first
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Outcomes
Full omnichannel journey mapped across retail, telesales, and care — the first time leadership had a shared, research-backed picture of the whole experience.
Six rep and agent personas built from field research — giving teams a shared model of the humans whose workflows would make or break any platform investment.
170+ opportunities identified, prioritized, and sequenced — with clear criteria for what had to be solved before automation would pay off.
Strategic foundation established for Sprint's next-generation AI/ML-driven sales platform. The research didn't just identify problems — it showed what order to solve them in.
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