Problem Definition 🔎

Customers are facing wait times of up to two hours for chat support. In response, I tackled the high volume of inquiries related to the referral program.

Goal 🎯

Identify specific areas that require improvement within the referral program, and improve the self-serve capabilities of users.

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My Process 📝

1. Understanding the problem

I collaborated with team members from customer service and product departments to gain insights into the issue. This helped me outline a research strategy and identify key data to collect.

2. Gathering data

I collected data from inbound feedback forms, NPS surveys, and records of customer interactions via phone and chat. This data was complemented by interviews with customer service representatives. I organized the information into affinity maps, encompassing hundreds of data points year-to-date. This analysis informed the creation of a customer journey map and service blueprint to identify pain points and streamline processes.

3. Deliverables

I developed service blueprints and a comprehensive business case with recommendations, which were iteratively reviewed and workshopped with colleagues across departments. I then presented actionable recommendations to stakeholders, outlining short-term, medium-term, and long-term solutions.

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Some Quick Wins 🏆

1. Make the referral program more visible

A large quantity of the inbounds had questions about the program, and how it works. I recommended a gift icon or new main navigation section to intuitively lead the customers to the referral program.

As we were growing our offerings, a new section named "Programs" was created to include the referral program in, backed up by card-sorting research.

2. Retire the term “QPassKey”

The term QPassKey created confusion when users entered a referral code when onboarding and were looking for more information. I recommended retiring the terminology to align with customer expectations.

The term "QPassKey" was retired and changed to "referral"code.

3. Include instructions on the process

Although information on the process were available, the visual graphic and text was confusing to users, resulting in many inbounds about how the process works. I recommended displaying simple steps and the creation of more touchpoints outside of the application (eg. website) to explain the program.

Simple step by step instructions were included with all necessary information, and guides were added to guide customers to self-serve. In addition, the program reward was simplified to a flat amount to make the process easier to understand and share.