Customer Service Deep Dive

Challenge:

One of the weakest aspects of the business is customer service. Although many measures have been taken in order to increase customer satisfaction in our customer service area, they have had almost no impact.

For this reason it was necessary to investigate further the reasons why customers were so dissatisfied with the customer service.

Kick-off meeting:

Stakeholders met with the design team in charge of the help section of the website and app, the design leads and the researcher. The scope of the research was required to be both in-depth and broad. Although objectives were not clear, insights and conclusion from the research were expected to be detailed.

Execution of plan:

I asked the Insights department to filter the users who had made contact through any channel with the company's CS in the last 3 months, while I created an online survey that I would send them. This was useful to know the general opinion of the customers, determine which were the most frequent channels of contact and which were the topics for which they contacted CS the most.

I requested a report from the company's CS department to review what metrics they kept that could help me in my research. I conducted some internal interviews with our company support agents and the supervisor. The information from the CS department matched the information gathered through the online survey.

Many of the issues I found were related to company policies and others to the inability to perform certain actions via the web and app. So based on the survey results, I installed a Hotjar feedback widget on the screens where users would manage their issues and modify the contracted products and services. The widget I installed was a short poll that would allow me to get a deeper insight into the type of problem that was occurring in our digital channels; in addition to observing and analyzing the behavior of users within the website through recordings of their sessions.

I used the feedback widget not only to learn about user satisfaction and problems within the site, but also to invite them to participate in a customer study in which a series of online interviews would be conducted.

Results:

I prepared a comprehensive report with the results of each phase of this 6 months long research project. Many problems related to the operation and design of the website were solved (quick wins) and others encouraged the team to propose long-term solutions, thus creating new projects.

An information bridge was created between the design team and the customer service department, which did not exist before.

Finally, it was agreed not to close this research project completely, but to follow up with users who reported dissatisfaction when trying to solve their problems through our digital channels; and to report weekly feedback received.