Company: ADT INC, Boca Raton, FL
Nomination Submitted by: TechSee
Company Description: ADT is a leading provider of home security and smart home solutions in the U.S., founded in 1874. With over 14,000 employees, ADT offers 24/7 professional monitoring, video surveillance, and smart home integration to millions of customers. Headquartered in Boca Raton, Florida, ADT continues to be a trusted name in home security, helping protect homes and businesses across North America.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Best Use of Omnichannel in Customer Service - All Other Industries
 Nomination Title: Connecting Every Touchpoint: ADT’s Best Use of Omnichannel in Service
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated achievement since July 1, 2022, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 197 words used.
Since July 2022, ADT has revolutionized its customer journey by integrating digital and physical platforms into a seamless, omnichannel experience. Our AI-driven service offerings now span remote service, installation, sales, smart home solutions, and vendor applications, offering DIY and DIWM support options. Through our Virtual Circle of Life Model, we created a single-point hub connecting various touchpoints across ADT’s customer-facing departments and Virtual Support Center.
Our Virtual Support team introduced AI-powered Guided Process Flows, which have been used over 8.2 million times, and TechSee’s visual assistance technology, enhancing troubleshooting for both inbound and outbound care teams. We consolidated legacy CRM systems into one streamlined platform to ensure a consistent experience across all customer interactions.
Key tools like TechSee, Power Automate, Service Cloud, Vxpress CTSXpress, and virtual Concierge “White Glove” Support create a smooth, integrated workflow for agents and customers.
With Salesforce Marketing Cloud, Pypsteam chat, and Microsoft Power Automate, we strengthened communication, delivering AI-driven updates before, during, and after service interactions. Customers can manage and reschedule appointments without calling, increasing efficiency.
By leveraging AI across our omnichannel platforms, ADT ensures smooth transitions between channels, providing a unified, intelligent customer experience that exceeds expectations across all touchpoints.
- Outline the nominated achievement since July 1 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 210 words used.
Since July 2022, ADT's commitment to a remote model, “Assistance from a Distance” has led to significant achievements for the Virtual Service Team. During this period, the team has handled 2.6 million appointments, all managed through Omni-Channel Case Management. In 2023, ADT expanded its virtual services by launching Virtual Installations, completing over 200,000 appointments for add-ons, reactivations, and new installations. This new offering supports both DIY and DIWM installations for ADT’s latest alarm systems.
Key innovations include the introduction of Guided Process Flows, providing real-time scripting, troubleshooting, and safety checks to ensure virtual specialists deliver a seamless customer experience. Additionally, ADT developed Virtual Xpress, an automation tool that consolidates data from multiple platforms, reducing manual effort and boosting team productivity.
Integrating technology and automation allows remote specialists to access customer information and support documentation on a single platform, reducing “swivel” time and lowering handle time. This efficient workflow has enhanced employee performance and improved the customer service experience.
Collaboration across departments has been strengthened by seamlessly integrating data from Virtual Appointments into legacy CRMs, providing valuable customer insights and fostering a unified approach to service.
These advancements have enabled ADT to build a scalable and efficient virtual service model, achieving a 39% growth in volume since July 2022.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 211 words used.
ADT’s achievements in omnichannel customer service mark a fundamental shift in how security services are delivered. Unlike competitors, who rely heavily on in-home technician visits, ADT pioneered a virtual service model that seamlessly integrates digital and physical touchpoints, creating an immersive and empowering customer experience.
Through Visual Remote Assistance (VRA) from TechSee, customers receive real-time, visual troubleshooting and installation support via smartphones. Combined with our unified Omni-Channel platform, this allows ADT to resolve issues in a single interaction, boosting Customer Satisfaction scores from 72.1 to 87.9. Our guided process flows further enhance the experience, ensuring customers feel confident and safe during installations or repairs.
Compared to traditional service models, ADT’s approach reduces in-person visits and empowers customers to manage installations, troubleshooting, and scheduling in one seamless interaction—an unmatched capability in the industry.
In terms of business benefits, ADT has saved millions of dollars through truck roll avoidance while maintaining high customer engagement. By involving customers directly in their resolutions, we created a more engaged and loyal customer base. This model is validated by a 39% growth in virtual service volume, rising from 38% in July 2022 to over 53% in 2024.
ADT’s omnichannel strategy sets a new standard for efficiency, customer satisfaction, and innovation in the security services industry.
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