ConnectISP: 4.5x ROAS from CX in 2025

Using detailed journey maps to visualize your customer experience is a solid way to improve service delivery and make people happier. Here, we’ll break down a recent campaign for a regional ISP, ConnectISP, that used this exact approach to overhaul their customer support, showing how really getting inside the customer’s head can lead to real gains in efficiency and their overall experience.

Campaign Overview: ConnectISP’s Self-Service Transformation

In early 2025, ConnectISP had a big problem. The Atlanta-based broadband provider was drowning in customer service costs, and their satisfaction scores were in a nosedive. The call center couldn’t keep up, which meant long waits and angry customers. Our goal was simple: cut call volume by 20% in six months with self-service options that actually worked, without letting customer satisfaction dip. This meant we needed a serious CX visualization plan, with journey mapping as the foundation. The campaign, which we called “Connect & Resolve,” ran from January to June 2025 with a total digital budget of $120,000. The entire point was to get customers to the right self-service tools instead of just calling support for routine problems.

Strategy: Deconstructing the Customer Journey

The first thing we did was an intense journey mapping exercise. We didn’t sit in a room and guess. We interviewed over 200 ConnectISP customers, did ethnographic studies of their support interactions, and sifted through mountains of call center data to find the true pain points and resolution patterns. A few critical moments jumped out immediately:

• Onboarding Frustration: Brand new customers were constantly calling about setup, especially Wi-Fi configuration.
• Service Interruption Panic: The second the internet flickered, even for a moment, people were dialing in before even thinking to check the network status page.
• Billing Confusion: Agents spent a ton of time just explaining how to read the monthly bill.
• Technical Troubleshooting: Simple things like modem resets or connectivity checks were clogging up the phone lines, even when easy fixes existed.

With these insights, we built out a detailed customer journey map that visualized every touchpoint, the customer’s emotional state, and every possible way to solve their problem. We pinpointed the exact moments where a proactive self-service tool could make a huge difference. The map gave us a blueprint for where to inject interactive guides, status dashboards, and simplified billing explainers right when a customer would normally give up and call. It was about anticipating their needs to prevent the call from ever happening.

Creative Approach: Interactive Guides and Explainer Videos

Our creative plan was all about making self-service content that was easy to find and genuinely helpful. We went with a mix of interactive web-based guides, short animated explainer videos, and a totally redesigned knowledge base.

• Interactive Troubleshooting Guides: Using a platform like WalkMe, we built guides that took users step-by-step through things like “How to reset your modem” or “Connecting a new device to Wi-Fi.” These weren’t static pages. They had visual cues, progress bars, and changed based on what the user clicked.
• Animated Explainer Videos: We produced short, 60-90 second animated videos for the biggest call-drivers, like “Understanding Your First Bill” and “What to Do During an Outage.” They were designed to be quick, clear, and easy to share.
• Dynamic Status Dashboard: We added a new feature to the ConnectISP site that showed real-time network status updates for specific neighborhoods, so customers could check for an outage themselves instead of calling.

The tone was always empathetic and supportive. We wanted to make customers feel confident they could fix things on their own. We deliberately cut out all the technical jargon and used plain language and clear visuals instead.

Targeting and Placement: Meeting Customers Where They Are

We used a combination of organic and paid channels for targeting. The journey map told us people looked for help at very specific times: right after their service was installed, when they thought there was an outage, or when they opened their monthly bill.

• Paid Search: We ran campaigns on Google Ads for keywords like “ConnectISP internet not working,” “ConnectISP bill explanation,” and “how to set up ConnectISP Wi-Fi.” The ads took them straight to the right self-service guide or video. Our cost per click hovered around $1.85.
• Email Automation: New customers automatically got an email after installation with links to setup guides. Existing customers got an email with a link to the billing explainer right before their statement was ready.
• Website Integration: The new ConnectISP site made the self-service hub impossible to miss, with big calls-to-action on the homepage and inside the customer portal. The dynamic status dashboard was front and center.
• Social Media (Organic & Paid): We pushed short clips from the explainer videos on YouTube and Facebook to drive people to the full resources. The organic reach on these videos was surprisingly strong, which confirmed we were tapping into a real customer need.

We also layered in psychographic data from our journey mapping. Instead of just targeting broad demographics, we focused on “self-reliant problem-solvers” and “information-seekers.” Was this extra work worth it? Absolutely. That refinement was a big deal.

Results: What Worked and What Didn’t

The “Connect & Resolve” campaign worked. It really worked. We blew past our main goal.

A 35% drop in call volume was way better than the 20% we aimed for, and that meant immediate operational savings for ConnectISP. Across all channels, the campaign pulled in about 40,000,000 impressions with an average CTR of 0.9%. Our cost per successful self-service conversion (which we defined as someone finishing a guide or watching a full video) came in at around $7.14. That CPL looks even better when you compare it to the estimated $25 it cost to handle a single support call. The 4.5x ROAS showed the campaign paid for itself several times over. We calculated that number by connecting the dots between the campaign’s cost and the money saved from fewer calls and better customer retention (which the 7-point NPS jump clearly pointed to). As anyone who’s read the Gartner report on CX ROI knows, even small improvements in customer experience can have a big financial impact, and we definitely saw that here. The animated explainer videos were the runaway winners. They pulled CTRs between 1.8% and 2.5% on social media and got shared a lot. The interactive guides, especially the one for Wi-Fi setup, had completion rates around 80%, so we know they were working. One thing that flopped at first was the dynamic status dashboard. It was a great tool, but we initially tucked it away where nobody could find it. Panicked customers went straight for the “Contact Us” button instead of looking for it. That was a blind spot in our initial map. It proved that a great tool is useless if it’s not in the customer’s direct line of sight when they need it.

Optimization Steps Taken

We were watching the data like a hawk and made several key adjustments during the campaign:

• Dashboard Visibility: We fixed the dashboard problem by moving it to a big, sticky banner on the homepage and putting it right on the “Contact Us” page. If you went to find the phone number, you saw the outage map first. That change alone cut outage-related calls by another 10% in the last month.
• A/B Testing Content Formats: We were constantly running A/B tests. For billing questions, we tested a long text guide against a series of short video clips. While some people will always prefer to read, the videos consistently got higher engagement and more people finished them. We also saw that mobile-optimized interactive tools always beat desktop-first versions, so we made mobile responsiveness our top priority for all new content.
• Targeting Refinement: We kept digging into call logs for the exact phrases real customers were using and added those long-tail keywords to our paid search campaigns. That simple tweak dropped our cost per conversion by 15% in the second half of the campaign. We also created a new psychographic segment for “proactive problem preventers” and started sending them tips before things went wrong.
• Feedback Loops: At the end of every guide and video, we added a simple “Was this helpful?” button. This gave us a direct, near real-time firehose of feedback. For example, people told us some of the terms in the Wi-Fi guide were confusing, so we quickly added a glossary and simplified the language. This is where you see that service design is never finished. Your first journey map is just the beginning.

This whole campaign shows what happens when you use journey mapping to actually visualize the customer experience. By getting a clear picture of their journey, anticipating what they needed, and giving them easy-to-use solutions, ConnectISP didn’t just cut their costs, they made their customers happier. The real win is creating a system for continuous improvement based on what real people are doing, which is the only way to keep the customer journey as smooth and efficient as it can be.