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Change & Transformation - Strategic Change Design - Customer Experience
Challenge:
Reduce customer service inbound contact to order ratio whilst meeting customer needs...
Financially regulated retailer, servicing over 1.6m active customers per annum across multiple channels, across 3 major contact centres based in UK and the Philippines. Faced with a contact to order ratio of 2:3, coupled with a 30% abandon rate at peak and a rapidly growing email backlog. A solution needed to be implemented that needed to strike a balance between meeting customer self-help expectations and reducing inbound contacts. With a growing online community, the solution needed to be digitally future proof requiring a RESPONSIVE design that needed to be responsive and look good on desktop, mobile and tablet; ENGAGING design that needs to encourage customer engagement; LOW EFFORT design needs to be low effort for the customer to get to their outcome; CONTEXTUAL help needs to be relevant and contextual to the customers situation.
The Customer Journey:
Step 1: Understanding Customer Behaviour
Existing Contact Us and Help Home pages detracted from self-help resolution and drove inbound contact
Contact Us
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Circa 1.6 million visits per annum
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No deflection - all contact channels available
Help Home
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Search based FAQ with limited insight and low engagement
Resolution Strategy:
Step 2: Balancing Business Needs with Customer Needs
Need to design customer facing content that met the needs of self-help customers whilst reducing the need to make inbound contact, or drive customers to business channel of choice
The Customer Journey:
Step 3a: Engaging Self-Service
Delivery of cloud-based resolution that balances business needs with customer needs
Delivery:
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Concept to delivery - 6 weeks
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Delivery methodology - Agile
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Bespoke solution for 'Contact Us' page
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Customer engaging style
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Easy to follow topic structure
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Content revised to improve flow and clarity
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Improved 'Help' articles
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Easy to use portal to manage content
The Customer Journey:
Step 3b: Understanding the Impact
Implementation of analytic suite to enable deeper insight to allow understanding of customer behaviour and quantify the impact of change
The Results
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Concept to delivery - 6 weeks
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70% of customers using 'Contact Us' and 'Help' pages found an answer without the need to make further contact – enabling improved ‘self-serve’
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18% (circa 1m contacts) annual customer service contacts deflected
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Positive impact on abandon rate dropping from 30% to 16% at peak (repeat call impact)
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Emails maintained within SLA at peak
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Insight into customer behaviour to support ‘customer journey’ further improvements
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