Research Strategy

Goal
Understand what pain points our end customers experience when communicating with their brands

Strategy
Conduct in person interviews.

Stakeholders
10 end customer interviews, 9 Book Of Business interviews and 3 partner interviews.

Research Findings

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Our findings suggested a need for:

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• A continual proactive approach

• Rich detailed oriented personalization

• Documentation and records

• Putting the customer's time first

Research Stories

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We took feedback from our initial research and created 3 stories around an end customer's experience. The experiences were based on interactions with their Insurance company, their trading platform, and a car dealership.

In these stories we highlighted some new features that might improve their experience. Some of the features we highlighted were internal chat, pausing conversations, recommended actions, 3rd party integrations, omni-channel communications, history/timeline, empathy routing, customer interaction review, multi-person calls, & document sharing.

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We shared these stories with 7 customers. We took the feedback and did some affinity mapping to help us organize the information we heard, pull out themes and identify what features to work on first.

Story Features

Research Findings
 

After conducting our initial Interactions research, in which our goal was to understand what makes a great experience for end customers as they communicate with their brands, we identified ‘ Timeline’ as one of the most desired features to improve the personalization and relationship between end customer and their brands.

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Timeline Themes

• Granularity/balance

  • Componentized

  • Right amount of information/context 

  • Ability to have more granular details

• Value/Benefits

  • All information in one place

  • Personalized responses/felt like you were speaking to someone you know

  • Customers don’t have to repeat themselves/solve problems faster

  • Voice transcription

• Customization

  • Should look different depending on who is looking at it

  • Search & Filter

  • Agent’s personal history

  • Chronological order

  • Identify if something is Sales/Marketing related…transfer to specialist

• Concerns

  • Technical concerns

  • Showing too much or not enough

  • Showing incorrect information

  • Privacy; would like encryption keys

  • Rep to Rep interactions; tracking issues

• Data/CRM

  • What does the relationship between the timeline and CRM look like?

  • Would like data stored around the customer and what has been learned

• Misc

  • Would like events around button clicks, how many times it was used and why it was used.

  • Supervisor view of an agent's activity

  • No organic need for a search