In 2015 Cox launched a transition to migrate 2 million existing analog video service customers to an enhanced all-digital platform. It anticipated that this upgrade could drive up to 4 million calls into the service center, a significant operational expense. More importantly, it recognized an opportunity to greatly improve the customer experience through better communications.

In order to do so, it needed an effective way to educate customers how to self-install, which would reduce inbound calls and improve NPS.

In September 2015, Cox partnered with Relay Network to establish a better connection with its customers and open a new line of mobile communication. Users are connected to Cox the moment they place an order, and are then delivered a Digital Upgrade Journey that guides them through the digital box upgrade process.