I was tasked with leading a service design project to better understand organisational challenges and how they contributed to a poor customer experience. I lead a range of research initiatives with the aim of developing a strategic approach to supporting digital self-service @ Optus.
Ethnographic Research
Contextual Inquiry in Contact Centre
Intercept Research In-store
Synthesis of Call Reason Codes, Web Data and Search Behaviour
Service Blueprinting & Value Prop Concepting
My goal was to dig into the issues our customers faced when dealing with Optus – before, during, and post interacting with us. I was curious about how things worked behind the scenes to support these experiences.
I observed what was happening in our customer service centres, retail branches, reviewed website data and analytics, and interviewed folks who were thinking about switching to another phone provider. All of this work led to key service blueprints, and service value proposition concepts.
We made recommendations that covered a range service and product enhancements, leveraging technology to minimize the need for human intervention and empowering customers to effortlessly resolve issues with just a click.
The research work was broad and allowed me to understand the anatomy of an experience. Why it is happening, what it means for customers, how staff are attempting to resolve it, and how we can leverage insight, design and technology to improve these experiences.
All of the data and insights worked together to paint a picture of where our customers were struggling, and how we could better support them.
The concepts and recommendations were not sexy or particularly innovative. They solved problems that existed for users and staff as well as reduced the cost to support these experiences in the future.
You are reviewing a high-level overview of this project and can view some examples of work and artefacts that were developed during this initiative. For a detailed case-study of this work, please reach out!
A website transformation to deliver a seamless digital customer experience @ Optus
Made by Mark
