Proactive Servicing UX Redesign
Objective & Scope
Servicing today is largely reactive, focusing on resolving problems rather than building positive customer engagement. The results are higher call volumes, call handle times and higher operating expenses. In approaching this challenge, we considered the following:
Proactive Communications:
Implement real-time notifications for potential disputes and fraudulent activity via email, SMS, or mobile app alerts
Regularly communicate best practices for safeguarding accounts, identifying fraud, and the steps to take if customers suspect fraudulent activity
Enhanced Self-Service Options
Update our Disputes Center where customers can view recent transactions, dispute charges, freeze accounts, and submit claims for disputed transactions quickly
Integrate conversational AI that can help customers initiate disputes, answer frequently asked questions
Targeted journeys include, Card Replacements and Disputes – both Fraud and Billing
Discovery
While competitors innovate, our call volumes remain high, serving as a damaging source of detractors. Our research was informed by:
50+ internal stakeholder interviews across Product, Technology, Operations, Analytics and CX
Analytics revealing that monthly call volumes exceed 1.3 million across target journeys, 22% of which leading to detractorship
Competitors outperform us in Cards, including perceptions in the ability to resolve issues quickly and painlessly
Projected 5-year benefit of $125 million through cost savings and incremental revenue
Design Recommendations
Our Results:
By embedding push-notification enrollment into the dispute submission journey we achieved 70% enrollment, a decrease of 300,000 monthly calls at a cost of $5-$7 per call, and an average cost savings of $1.8 million monthly
Prioritizing Fraud and Dispute solutions in tandem with correlating Card Replacement ideas provided for a streamlined experience
Solutions enabled customers to continue uninterrupted spending by providing Instant Account Numbers for digital wallets
Comprehensive research of competitive intelligence provided for insights into best practices and trending technologies
Personae-driven journey mapping and ideation zeroed in on pain points across targeted journeys
Qualitative and quantitative data assessment ensured well-crafted ‘How Might We’ questions, setting us up for innovative ideation
From ideation to prioritization
Next steps
Aggregate list of potential solutions from workshop
Prioritize solutions that maximize CX impact while remaining mindful of effort
Partner with Governance, Analytics, Operations, and Product Teams to T-Shirt size risk and technical demands of solutions for informed prioritization
