EvolveUX: LivingSocial CSR Rebuild Case Study

Transcript

1. BUILDING THE CUSTOMER SUPPORT TOOL JOHN ATHAYDE @boboroshi VP of Design, CargoSense #evolveuxconf
2. http://www.flickr.com/photos/michael-seljos/2073146716/
4. METICULOUS
5. CARGOSENSE
7. http://fortune.com/2016/03/16/livingsocial-layoffs/
8. Business Model circa 2012
11. DAILY ESCAPES ADVENTURES FAMILIES GOURMET AT HOME PRODUCTS TAKEOUT & DELIVERY NATIONWIDE 918 F
12. Customer Lifecycle
16. 20% OFF
21. Problems: Customers who abused system Merchants not honoring terms Expectation mismatches Jerks
22. Technology Snapshot circa 2012
23. MONOLITHIC APP SERVICE-BASED ARCHITECTURE
24. Team Siloing ENGINEERING DESIGN
25. CSR Team Setup INTERNAL RAILS APP SALESFORCE
26. Unintentional THE SERVICE DESIGN PROJECT
27. Project Kickoff
28. Project Team BEN GETSON Product Manager TOM COPELAND Engineer JOHN ATHAYDE UX/UI Lead, FE LYNN WALLENSTEIN Front-End Engineer DAVE BOCK Engineer PETE CAMPBELL Engineer
29. Service Safari
30. AT-ONE
32. “Surprise & Delight”
33. One on One Interviews
34. Front Line Consumer Advocate (CA) TITLE Consumer Advocate (CA) ROLE Individual who is the general system user, interacting with customers via phone and email (and eventually chat) to resolve support issues that customers have with LivingSocial, it’s deals, or it’s merchants. JOB TASKS • Answer phone • Create and manage cases • Issue refunds • Resolve customer issues GOALS, FEARS, AND ASPIRATIONS • Meet daily quota (fear of not meeting quota) • Working on projects by accomplishing high close rate • Fear of customer anger especially w/r/t refund policy • Avoiding mandatory overtime by meeting their quotas and closing cases more quickly COMPUTER SKILLS, KNOWLEDGE, AND ABILITIES • Wide range of ability and knowledge. • Needs to be able to use a browser, answer the phone in a professional manner • Able to multi-task and keep critical information correctly in their heads • Ability to get trained on the tools (currently SalesForce, phone system) GROUP SIZE AND INFLUENCE This is currently the largest group at 130 individuals (not including senior CAs but including international users) MEANS OF COMMUNICATION SalesForce chatter, team meetings with team leads, IM/GoogleTalk, email. INTERNAL TOOLS: CSR PERSONAS 3 Athayde Confidential | For internal use only PERSONAS
35. Photo by Leo Hildago | https://www.flickr.com/photos/ileohidalgo/15090035480 Shadowing
36. A Sample Call (DRAMATIC INTERPRETATION)
37. Found Problems
38. Manual (Internal) Tech Support
39. Low KPIs/SLAs AGENT SLA 20% CALL ABANDON RATE 1 in 5 abandoned before pickup TIME TO COMPLETE A CONSUMER CASE Too long
40. YES. TASK PRIORITY?
42. Documenting MORE TIME SPENT THE CALL THAN THE CALL ITSELF
43. Project Goals
44. New Team New Location Onboarding Ease More Intuitive
45. Constraints
46. as a database
47. Slow Rollout
48. Fix Issues As You Go
59. Styleguide BUILDING A AS YOU GO
60. VISON BOARDS, EARLY 2011
61. WILDE
69. Service on Service informing the greater product offering
70. Canary CUSTOMER SUPPORT IS THE IN THECoalmine
71. Improved the Fine Print
72. Vouchers redesigned for Customer Clarity
73. Customer Self-Service Support Portal
75. “My Account” vs. “My Vouchers”
78. Improved Deal Quality & Programming
79. FINISHED DESIGNS
86. Wrong? WHAT WENT
87. Underestimated actual time required
88. Wrong Framework
89. Lost the ability to shadow easily
90. Lack of artifacts
93. “Conversations in Basecamp, Campfire, or Slack don’t do it” —DAVID BOCK REGARDING ARTIFACTS OVER TIME
94. Lack of ownership handoff of style guide and internal tools ux
95. Right? WHAT WENT
96. Messaged Business Value
97. Deployed fixes early and often on existing system
98. Used it to build an internal apps style guide that was applied on other tools
99. Better Merchant Education
100. Metrics AGENT SLA 20% => 90% CALL ABANDON RATE 20% => 4% TIME TO COMPLETE A CONSUMER CASE Reduced 20%
101. Summing Up and perfect hindsight
102. Questions?
103. JOHN ATHAYDE jmpa@meticulous.com @boboroshi www.meticulous.com | www.cargosense.com Thank You!