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BUILDING THE
CUSTOMER SUPPORT TOOL
JOHN ATHAYDE
@boboroshi
VP of Design, CargoSense #evolveuxconf
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http://www.flickr.com/photos/michael-seljos/2073146716/
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METICULOUS
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CARGOSENSE
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http://fortune.com/2016/03/16/livingsocial-layoffs/
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Business Model
circa 2012
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DAILY
ESCAPES
ADVENTURES
FAMILIES
GOURMET
AT HOME
PRODUCTS
TAKEOUT & DELIVERY
NATIONWIDE
918 F
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Customer Lifecycle
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20% OFF
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Problems:
Customers who abused system
Merchants not honoring terms
Expectation mismatches
Jerks
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Technology Snapshot
circa 2012
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MONOLITHIC APP SERVICE-BASED ARCHITECTURE
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Team Siloing
ENGINEERING DESIGN
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CSR Team Setup
INTERNAL RAILS APP SALESFORCE
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Unintentional
THE
SERVICE DESIGN PROJECT
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Project Kickoff
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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
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Service Safari
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AT-ONE
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“Surprise & Delight”
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One on One Interviews
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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
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Photo by Leo Hildago | https://www.flickr.com/photos/ileohidalgo/15090035480
Shadowing
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A Sample Call
(DRAMATIC INTERPRETATION)
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Found Problems
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Manual (Internal)
Tech Support
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Low KPIs/SLAs
AGENT SLA
20%
CALL ABANDON RATE
1 in 5 abandoned before pickup
TIME TO COMPLETE A CONSUMER CASE
Too long
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YES.
TASK PRIORITY?
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Documenting
MORE TIME SPENT
THE CALL
THAN THE CALL ITSELF
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Project Goals
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New Team
New Location
Onboarding Ease
More Intuitive
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Constraints
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as a database
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Slow
Rollout
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Fix Issues As You Go
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Styleguide
BUILDING A
AS YOU GO
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VISON BOARDS, EARLY 2011
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WILDE
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Service on Service
informing the greater product offering
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Canary
CUSTOMER SUPPORT IS THE
IN THECoalmine
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Improved the Fine Print
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Vouchers redesigned for
Customer Clarity
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Customer Self-Service
Support Portal
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“My Account” vs. “My Vouchers”
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Improved Deal Quality
& Programming
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FINISHED DESIGNS
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Wrong?
WHAT WENT
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Underestimated
actual time required
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Wrong Framework
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Lost the ability
to shadow easily
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Lack of artifacts
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“Conversations in Basecamp,
Campfire, or Slack don’t do it”
—DAVID BOCK
REGARDING ARTIFACTS OVER TIME
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Lack of ownership handoff
of style guide and
internal tools ux
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Right?
WHAT WENT
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Messaged Business Value
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Deployed fixes early and often
on existing system
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Used it to build an
internal apps style guide
that was applied on other tools
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Better Merchant Education
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Metrics
AGENT SLA
20% => 90%
CALL ABANDON RATE
20% => 4%
TIME TO COMPLETE A CONSUMER CASE
Reduced 20%
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Summing Up
and perfect hindsight
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Questions?
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JOHN ATHAYDE
[email protected]
@boboroshi
www.meticulous.com | www.cargosense.com
Thank You!