Customer Service and help section

Identifying the problem

Identifying the problem

The company's customer service got overloaded with simple and easy questions that some customers asked, sacrificing the time of the attendants, who have to dedicate themselves to answering questions that could be easily answered online.

The company's customer service got overloaded with simple and easy questions that some customers asked, sacrificing the time of the attendants, who have to dedicate themselves to answering questions that could be easily answered online.

Context in numbers

Context in numbers

45%

45%

Of all the calls opened at the call center, they were related to the following topics, in order of priority:

2nd card copy

Orders and deliveries

Exchange and return

Although the app already covered these topics, it was not effective and we went to understand why.

First off - I have a clue on what's wrong…

First off - I have a clue on what's wrong…

The section that proposed to solve it was at the end of the second fold of the page, which resulted in only:

4%

Also, we identified through research that the user did not identify the difference between “Help” and “Customer Service Center”, giving a sense of confusion within the experience.

When we analyzed the internal section of the Call Center, the priorities of questions were clearly wrong.

The questions that caused the most calls were on the second fold of the screen.

Applied solution

Applied solution

After analyzing the data, we concluded that the problem was not on which screen we would display these sections. User feedback and benchmark proved that these topics are most searched for in the “Account” or “My Profile” section. The change we made was this:

A brief UX Writing study with our users showed that the understanding when comparing the expressions “Help” and “Customer Service Center” was practically the same. Therefore, we condensed the section and transformed them into one.

We brought the button to the first fold and highlighted it with the primary color of CTAs, taking advantage of the low contrast of the page.

HELP AND CONTACT

Additionally, we have also reduced the space taken up by the main menu.

In the internal section, we used the practicality of iconization to quickly associate the topics covered on the screen. This saved space and allowed us to more effectively reorganize the most accessed buttons.

We also brought the contact forms to the second fold, which would be the “Customer Service Center”.

What was the outcome?

What was the outcome?

65%

It was the decrease in open calls in the first month related to the topics initially addressed, which financially represented:

Was the decrease in open calls in the first month related to the topics initially addressed, which financially represented:

Was the decrease in open calls in the first month related to the topics initially addressed, which financially represented:

R$ 114K

worth of savings in work hours.

The end!

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