The purpose of this initiative was to identify and implement a solution for a product funnel schema on the Customer Management application to capture business intelligence on high priority 'Service' funnels. This initiative will not only inform the business, but help us provide data driven solutions.

Process

1. Identify Success Metric
For our customer service representatives, it matters how quickly they address customers concerns. The more efficient we can make a task, the more time we save for the agent; therefore less time on the phone for customers, and more calls a representative can take.

2. Identify Top Tasks
What are the high value tasks that we should optimize for? What tasks do we want agents to do more? What tasks have the highest business value impact? What are the high risk tasks that we should monitor?

3. Document Funnels
Starting with the highest priority tasks, we documented current state and gathered any possible data we could on those tasks.

4. Improve Flows & Implement Data Structure
Improvements ranged from redoing an entire flow, to minor things like changing a specific form field.

Challenges:

1. No to Little Data
   The current infrastructure did not handle collecting data as a priority. Because of this, we didn’t have much data to compare to in the initial stages.

2. Research
   The metric of time itself is a difficult one to track. There is no way to account for time spent doing other things (i.e. small talk with customers, questions, looking up information). Because of a lack of investment in research, we had to get creative with other qualitative research methods to pair with data, in order to more accurately determine how tasks were being performed.

#1 Top Task Example

We identified that the #1 task was related to troubleshooting a device. More specifically an action called “Resend OTA”. I set to identify why this was the highest volume task being performed and how we could optimize this to save time for representatives and in turn our customers.

Define & Research

My first step was to understand what this task was, why representatives were performing it, how, and why so frequently. I spent time speaking with supervisors, attending training, as well as research the training materials provided.

Discoveries:
Representatives were flooding the system with this task, as it was the first available action in all the nested sections of troubleshooting categories. There was also no indication that it was being sent successfully. They were not asking the customer intuitive questions about what exactly was wrong, but trying a number of actions first.

Ideate

Insights from our research indicated there were issues with the existing workflow guiding representatives to first try ‘Resend OTA’. We knew there was a better way to get representatives to ask guiding questions, as well as provide a ‘toolkit’ of all troubleshooting actions, without guiding them to a specific one.

Design

The solution:

1. Simplified Troubleshooting Workflow
   There were 8 steps in this workflow, heavily nested. But with a common theme: all were actions that needed to be taken when troubleshooting a device. We simplified the workflow, by providing representatives with a set of tools they can perform in any given scenario.

2. Success Messages
   When the action was performed, there was nothing telling the representative that anything was successful, which we assumed was causing the action to be performed more than necessary.

3. Better Training
   We worked with key stakeholders and supervisors to incorporate better training materials for representatives to reference so they can better help a customer when troubleshooting a device.