WHY CX MATTERS
Customer Experience is continually seeking to find solutions that are both empathetic to the customer and constructive to the Company as a whole. This demonstrates how the hundreds of daily interactions CX has with customers is a fundamental base to build upon for the improvement of cross department collaboration and visibility between what the customer is asking for and the effectiveness provided by the company
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CX is often the customer’s first direct interaction, setting the tone for the customer’s entire experience with the company.
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CX interactions include
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inbound and outbound calls, chats, voicemails, emails, and social media responses
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Solutions require interdepartmental collaboration to track issues, report patterns, as well as connecting the borrower to the appropriate department.
Team Members: Somerset Davidson, Alysa Miller
DISCOVERY
The current inbound and outbound call disposition box is customized for the sales team, limiting the customer experience team to accurately capture and track customer interactions. To begin this project, we needed to understand the interactions CX has with their customers and compare it to the current disposition flow, while keeping in mind how CX interacts with other departments within the company, to more fully assist the customer and the needs of the company.
CX has been reached out by other departments within the company on a monthly basis, who were looking to better understand the customer needs, questions, pain points and wants for their projects. This means that they relied heavily on CX
representatives to recall specific needs they came across and to try and quantify the amount of times they had those interactions or to track their interactions in a separate google sheet. Both were limited and time consuming.
As a former CX team lead, very familiar with the CX priorities, I used the data CX currently stores in a google sheet and interviews with CX representatives to fully define each interaction and determine how to most effectively organize and distribute this information.
CURRENT FLOW
At this time, data from customers interactions are being reported through slack, notes in pipeline, and several google sheets, which is time consuming to report and track, an ineffective way to find trends. Additionally, this data is only available to select people.
TOOLS FOR THIS PROJECT
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Trello, Miro, Figma,
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Proto Persona
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Flow Chart
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Competitive Analysis
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Interviews
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Card Sorting
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Analyze and Review historical data found in CX google sheets and DOMO cards
AHA MOMENTS!
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2021 3rd quarter - In inbound calls alone, CX had 16,000 interactions with borrowers. That's 16,000 missed opportunities to capture customer interactions!
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CX needed not only to capture inbound or outbound calls but also emails, chats, voicemails, outbound campaign calls, customer success calls and social media responses.
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In a collaborative meeting put together by a senior ux designer and product manager sharing their data from a 10 day survey regarding customers abandoning the application process, it was apparent that the company was limited in truly capturing customer pain points and had no insight as to why customers who came across issues, chose to continue in the application process. In addition, the survey would need to continue for several months to secure relevant statistical data. CX dispositions would bring to light, issues customers came across and the type of help they received to either move forward with the application or end their process.
CARD SORTING
NEW FLOW
After several interviews, wireframes, stakeholder meetings and collaboration with developers, I was able to map out a new user flow. In comparison, you can see a much more detailed captured experience than the original dispositions allowed.
DATA
A more detailed user flow enabled us to capture customer needs and sentiment with each interaction. This data allowed the company to quickly identify not just the general reasons for customer outreach but also to detect trends and major issues as they arose. As a result, we could promptly address website issues or investigate if a significant number of calls were being transferred to other departments, potentially indicating the need to adjust workflows. We captured this data in DOMO and Tableau.
NEW DESIGN
After thorough discovery work, I focused on designing a tool that Customer Experience could use to track all of the customer interactions and share that information easily and effectively throughout the company.
This included:
1. Stepping away from the call disposition box.
2. Creating a drawer within the CRM, available to the CX team through a new "label" icon.
3. Using new information hierarchy learned from first iterations to create a more effective menu layout.
4. Show interaction data within the CRM as well as the company database.
SUCCESS!
Building the interaction tracker saved a 50% of the time each CX rep used to track their interactions within a google sheet daily, collectively 21 hours total weekly, averaging $42,000 savings for the company. Not included are time and money saved assisting the product team, sales team and marketing teams to understand their customers.