Contact Center Customer Experience Improvements

Agile team set up, design and prototype of CRM improvements

RPA. Jul. 24 - Jan 25

London

*Front and back office customer center journey map across channels.*

Challenge

To reduce call volumes by 50% and improve ROI with improvements to a CRM in a customer center

The Rural Payments Agency is responsible for making payments to thousands of farming and environmental organisations.

I developed a product roadmap, prioritised opportunities and prototyped technical and non-technical solutions in order to improve the customer experience and decrease queries volumes.

We reduced the calls to a 67% while improving the quality of the responses when people queried.

Multiple channel blueprint, scheme agnostic

Approach

Stakeholder alignment, prioritisation and rounds of user research

This project was part of a customer strategy re-definition. Our team was responsible for identifying upcoming opportunities in technology and culture change and people.

We aligned with multiple teams to come up with solutions that improved the CRM system and its integration with other systems.

We conducted the following in order to arrive to a prototype:

+ Programme level roadmap prioritisation

+ Technology assessment with technical architects and data teams

+ Programme level workshops

+ Mapped As is journeys across channels + As is and to be blueprint

+ Gap analysis mapping the programme’s initiatives vs. the pain points that had not been resolved

+ Opportunity mapping and prioritisation

+ Concept and prototype testing

+ To be assumptions on the backlog for future iterations

I performed a dual role as a product manager and a service designer taking a lead on prioritising improvements and adopting agile ways of working. By doing this, I learnt that owning a backlog allowed for more consistent design across multiple initiatives.

Results

A reduction of 67% in incoming calls volumes and 80% internal staff satisfaction with the CRM changes implemented.