Customer Service - Help Desk
Removing tech and operational friction. Scaling Support with Self-Service
Removing tech and operational friction.
Scaling Support with Self-Service
Revamped the platform for Tata Neu, India’s first super app over a period of 2 releases in 12 months including teams from Tata group, Meta developers and Fresh Desk teams.
28% to 63%
Improved NPS in 2 release under 11 months
23% Increase
In engagement with FAQ categories in 2 releases
7.5% to 0.9%
Dropped customer contact rates in 2 Releases for Financial Products
Dropped customer contact rates in 2 Releases for Retail Finance
Help moments are critical. A bad help moment makes a frustrating experience even worse, while getting the help moment right can build lasting trust between a company and a human.
Help moments are critical. A bad help moment makes a frustrating experience even worse, while getting the help moment right can build lasting trust between a company and a human.
Launch of the app
April 2022
Help Desk for Tata Neu begun as a loyalty programme to redeem Coins earned across 5 brands.
Prime Objective
How can Tata build best in class customer experience, optimise cost with onboarding of multiple partner brands and services added frequently.
How can Tata build best in class customer experience, optimise cost with onboarding of multiple partner brands and services added frequently.
What are Tata Neu customers reaching out for?
Insights from studying various transcripts and data analytics
Insights from studying various transcripts and data analytics
Grocery & Electronics account for most complaints via Chat & Phone
Most request come from financial products
Hospitality users prefer reaching out via email
Hospitality users prefer reaching out via email
Grocery, Electronics & Hospitality account for most of inquiries
Across
At an early stage we hoped to bring transparency to the process, give the user the power to approach their help situation based on their preferences and make them feel valued in a polite and personalized way.
At an early stage we hoped to bring transparency to the process, give the user the power to approach their help situation based on their preferences and make them feel valued in a polite and personalized way.
At an early stage we hoped to bring transparency to the process, give the user the power to approach their help situation based on their preferences and make them feel valued in a polite and personalized way.
Evolution of Help Landing Page
Evolution of Help Page
Overview of Timeline
2022
Aug - Dec
Hygiene Release
2023
Jan - March
Generative Research
Jul - Aug
Development Cycles
April
Workshops
May - Jun
Solution modeling
Overview of Timeline
2022
2023
Aug - Dec
Hygiene Release
Studied Ticketing Data & Deploy UI
Jan - March
Generative Research
Post purchase user and agent needs, journey of an issue, current system gaps and visits to call centres.
April
Workshops
Gain a deeper understanding of business goals to plan feature releases per quarter with stakeholders
May - Jun
Solution modeling
Build UI models, Align larger team, partner brands and allocate respective time and resources
Jul - Aug
Development Cycles
Build and release version that progress towards ideal Self Serve Customer Help Desk revamping Chatbot and various CS features
The turnaround time is critical for customers, both in terms of the absolute time, and how we engage with them within that time.
The turnaround time is critical for customers, both in terms of the absolute time, and how we engage with them within that time.
24-48 hrs
Maximum that people are willing to wait in E-Commerce
72 hrs
No visibility on
the progress
No visibility on the progress
What Customers hear
Creating sharing tickets
Highlighting
Handoffs
What Agents are doing
Creating sharing tickets
Highlighting
Handoffs
What Customers hear
We have raised your concern
We are trying to get it resolved at earliest
We are notifying the team
What Agents are doing
Creating sharing tickets
Highlighting
Handoffs
What Customers want
Certainty
Definitive answers
Meaningful Assurance
Opportunity Areas To Solve For
Proactive Engagement with Customers
Avoiding
Repetition
Moving from Human- Dependance to Self-Serve
Avoiding Repetition
Proactive Engagement with Customers
Moving from Human- Dependance to Self-Serve
Connect with customers emotional needs
Removing Tech and Operational Friction
1
Customers not having to repeat themselves
Users are unaware of responses in ongoing chats or tickets after closing the window.
Integrating Notifications
1
Customers not having to repeat themselves
Users are unaware of responses in ongoing chats or tickets after closing the window.
Integrating Notifications
1
Customers not having to repeat themselves
Users are unaware of responses in ongoing chats or tickets after closing the window.
Integrating Notifications
1
Customers not having to repeat themselves
Users are unaware of responses in ongoing chats or tickets after closing the window.
Integrating Notifications
2
Proactive Engagement with Customers
Pre-empt and minimize the effort required by customers
Clear system status
visibility
2
Proactive Engagement with Customers
Pre-empt and minimize the effort required by customers
Clear system status
visibility
2
Proactive Engagement with Customers
Pre-empt and minimize the effort required by customers
Clear system status
visibility
2
Proactive Engagement with Customers
Pre-empt and minimize the effort required by customers
Clear system status visibility
3
Moving from Human-Dependance to Self-Serve
Customers expect self-serve or live-agent depending on the complexity of the issue.
Contextualised
IVR/BOT menu
3
Moving from Human-Dependance to Self-Serve
Customers expect self-serve or live-agent depending on the complexity of the issue.
Contextualised
IVR/BOT menu
3
Moving from Human-Dependance to Self-Serve
Customers expect self-serve or live-agent depending on the complexity of the issue.
Contextualised
IVR/BOT menu
3
Moving from Human-Dependance to Self-Serve
Customers expect self-serve or live-agent depending on the complexity of the issue.
Contextualised IVR/BOT menu
1st Release, Dec 2023
While the first release was on its way, we wanted to dig deeper into the emotional needs of the customer, understand current system gaps and work closely wth agents and expert business stakeholders to improve the customer service experience.
Agent’s pain points
Cumbersome Data Entry, Tech Glitches, and Multitasking are making the ticketing process complex and prone to errors.
Agents are using multiple tools in different tabs such as Freshdesk, Knowmax, Customer 360 etc. while talking to the customers in parallel.
Key Impact Areas
28% to 63%
Improved NPS in 2 release under 11 months
Improved NPS in 2 release under 11 months
23% Increase
In engagement with FAQ categories in 2 releases
In engagement with FAQ categories in 2 releases
7.5% to 0.9%
Dropped customer contact rates in 2 Releases for Financial Products
Dropped customer contact rates in 2 Releases for Financial Products
10:42 to 7 Mins
Chat All Time High went down
Chat All Time High went down
6.3% to 1%
Agent contact ratio dropped from 6.3% to 1% for Credit Card, Insurance and Loans
Agent contact ratio dropped from 6.3% to 1% for Credit Card, Insurance and Loans
Learning Highlights
Leadership Transition
Leadership Transition
Over 12 months, our design team shifted from reporting to a design manager, sharpening my adaptability to various leadership styles.
Insights Initiative
Insights Initiative
I launched weekly email newsletters on customer insights, inspiring other design leads to adopt similar practices.
High-Level Collaboration
High-Level Collaboration
I was involved in multiple high-level projects, contributing to direction and concept development with the team.
Demonstrating Design's Value
Leadership Transition
In our engineering-focused organization, we won over stakeholders and the CEO by using storytelling and detailed prototypes
Over 12 months, our design team shifted from reporting to a design manager, sharpening my adaptability to various leadership styles.
Desktop screen for landing page
1
Customers not having to repeat themselves
Users are unaware of responses in ongoing chats or tickets after closing the window.
Integrating Notifications
2
Proactive Engagement with Customers
Pre-empt and minimize the effort required by customers
Clear system status visibility
3
Moving from Human-Dependance to Self-Serve
Customers expect self-serve or live-agent depending on the complexity of the issue.