Situation
Veygo, a rapidly expanding business, faced a mounting challenge: a surge in phone calls to their customer care team. This increase in calls was compromising the service levels as a result. The more urgent needs of their customers were being delayed, contributing to longer waiting times and rising stress levels among the customer care staff.
However, not all callers had pressing issues. Many were reaching out to customer care over the phone without an immediate need for assistance because they had difficulties finding information on Veygo's website. This was a clear sign that something needed to change.
Task
We were brought on board to dig deep into this challenge. Our mission was clear: to reduce the call volume, improve the overall user experience, and provide relief to the overwhelmed customer care staff.
To achieve this, we defined the project's scope. We outlined primary and secondary Key Performance Indicators (KPIs) during a kick-off meeting with the head of customer care and two team members.
The first stage of the plan included:
Analysing randomly selected claim calls.
Reviewing user behaviour on the site via Google Analytics.
Recruiting users for discovery research.
Mapping the user journey of a customer care staff member.
Action
With the plan in place, we took the following steps:
Listen and Analyse
We could empathise better with users and become better facilitators by listening to claim calls. We noted observations that helped identify common call patterns and user pain points.
Dive into analytics
Using Google Analytics, we studied how users interacted with the website, specifically the help pages. This allowed us to identify friction points in the user journey.
Journey mapping
We hosted two workshops to understand the process from the customer care staff's perspective. This was crucial to understanding their challenges, shortcuts, and pain points.
User interviews
Nothing beats talking to the users themselves. So, we collaborated with the comms team to recruit recent users for interviews. Observations from these sessions were instrumental in highlighting user behaviour and experiences.
Results
Through this comprehensive UX research, we identified key areas for improvement and potential solutions.
Upon implementing these solutions, we reduced the incoming call volume by an impressive 23%.
Help Pages Information Architecture
By restructuring and refreshing the content of the help pages in Zendesk, users could find the information they were seeking more easily. This meant users were no longer calling the call centre for information.
Interactive Voice Recording (IVR) Update
We proposed two variations of a new IVR system. We tested both and found one significantly outperformed the other in user tests.
But that's not all
Our research also uncovered a critical communication gap in the repair network involving Veygo’s customers, its mechanics, and Veygo itself. Delays were commonplace, and customers felt lost between mechanics and Veygo. As a result, Veygo has since moved to a smaller, nationwide supplier network to streamline processes and improve communication.
In User Experience, solutions often lead us to deeper layers of a problem. As we helped Veygo transform its customer care challenges, we brought to light other areas for improvement. Together, we improved the customer experience and the working experience of the customer care team.
Remember, a great User Experience is not a destination; it's a journey of continuous improvement and discovery.
