Conversation starters to boost customer service call quality
Increased customer service call quality through new accessible UX with conversation starters prompts.
Problem and hypothesis
When I joined People’s Postcode Lottery, the development teams were re-platforming current CRM. We had an opportunity to establish how to improve user experience with the new system and gain trust of our business users.
For the first part of the product we ask ourselves the following question:
How might we increase customer service call quality when re-platforming CRM?
We hypothesise that the solution is to help with building relationship with call centre customers.
Collaboration and my role
I joined People’s Postcode Lottery as the first internal UX designer. I have worked to establish the strategy on how to best use my UX expertise to answer customer needs in line with business objectives within a Scrum Team composed of 6 developers, Product Owner and Scrum Master. Our stakeholders included the head of Customer Service and Managing Director. We have collaborated with CS managers in Design Sprint, and tested the prototypes in 3 rounds of usability testing. I was responsible for setting design strategy, interviewing CS agents, choosing design and ideation methods, co-facilitation, design and incremental implementation with developers.
Progress to solution
We started from 10 interviews with customer service agents and followed-up with a survey with 68 responses. As a team, we followed Design Thinking process, and worked a condensed 4-day Design Sprint to test ideas quickly. Together with agency designers, we prototyped the concept for feedback with users. Then, we decided on minimal valuable product and worked with developers on incremental releases benefiting the users.
Problem-solving solution
Our main value from the new concept were in-context conversation starters. The new solution had a requirement to be accessible to Web Content Accessibility Guidelines 2.1 to level AA with implementing additional guidance for users with dyslexia.
Challenges
The whole CRM is to be re-designed with the planned re-platform. Establishing where to start and how to deliver value with incremental delivery has been a continuous discussion. The fast-paced Design Sprint became an ideal process to communicate with stakeholders and show the value and gaps through usability testing.
Outcomes for users and business
Customer Service agents got very enthusiastic to use new CRM and increased their call quality about establishing relationship with customers. The stakeholders got confident with the new solution after seeing usability testing with the users.
What I learned
Through working on this product, I have again seen the value of changing pace with Design Sprint and collaboration. I have improved my facilitation skills and collaborated with more junior designers to show them how quick prototyping with testing creates better solutions and more efficient communication with stakeholders.