Finding $1m in savings and improving trust in digital experiences
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“We needed a health check across our operation. We knew we had gaps, but we didn’t know where they were. Part of our mission is to deliver high-quality customer service, but we weren’t set up to deliver on this promise, or to see what was getting in our way.”
— Director of Communications and Client Engagement
Customer segments identified
in savings
Digital experience mapped
We first analysed failure demand to understand why customers were calling the contact centre, and uncovered that online interactions were driving calls. This shaped a piece of research program focused on women aged 40–55, exploring their attitudes, behaviours and pain points across key online interactions.
We recruited participants via a social media campaign and identified the key customers segments and design principles for their online experience.
We documented their needs and preferences for their online journey that could be used as a baseline for future channel design decisions.
