ASURION
As the largest white label provider of warranty services for many big box retailers and mobile carriers / manufacturers (such as Walmart, Target, Amazon, AT&T, Sprint, Samsung), Asurion handles all consumer claim operations and communications.
The Problem Space
Our challenge: reduce incoming customer call volume for Asurion's claim experience. By researching, rethinking and redesigning the claim experience around the customer, we lowered call volume by 50% and saved the company $2.6M per year.
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My role in this project was leading the journey mapping, the content, the interviews and the prototyping.
Business Goals
Reduce Call Volume
Create a better customer experience
Outcome
50% Drop in Call Volume
Reduced Costs by $2.6M/year
Project Team
UX Lead (me)
Designer
Developer
Research & Ideation
Our first step was to interview customers, map out their full journey from pre-purchase through the claim experience, and get a better understanding of their challenges and pain points.
I created a discussion guide and trained three team members on best practices for 1-on-1 interviews. Separately, we interviewed 8-10 customers and brought notes back to the team. I led the team in an experience mapping exercise to lay out each step the customer took, verbatims with each activity, potential wow moments, pain points. Each team member contributed to the experience map by adding post-it notes labeled with details from their customer interviews. We then did a dot-voting exercise to identify the areas with the highest frustration level and focus in on the major pain points in the process.
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Takeaways
One of the big āAha momentsā we learned from the interviews: many customers mentioned that they would be more satisfied with the experience and would be less likely to pick up the phone if they knew what to expect in the repair/replacement process ahead of time and where they were at any given moment.
Audit: Current Touchpoint Architecture
We then mapped out the current state of each customer touch point to highlight the backend functions, email triggers, and operational dependencies.
Working across teams, we were also able to assemble existing customer service data (ex: reason for call, end of call survey data, CSAT data) with online data (ex: registration data, claim filing data, email engagement data). This allowed us to visualize where customers were interacting with Asurion the most and why.
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Steps in process:
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ā¢ Qualitative Research (Customer Interviews)
ā¢ Customer Journey Mapping
ā¢ Historic Customer Data Analysis
ā¢ Customer Touchpoint Architecture
Takeaways
Combining the experience mapping exercise with customer data pointed to a major pain point...
ā¢ Little customer communication: One of the biggest pain points (and easiest to implement) was a lack of communication throughout the claim repair process.
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ā¢ High call volume during repair process: Call volume was highest during this critical point in the journey because customers called everyday to ask where there phone was -- they felt like they had no control
It was clear that we needed to rethink the flow, the look and feel, as well as the content of the entire customer communications program.
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Ideation Workshops
I brought the team back together for a creative brainstorming and solutioning workshop. We honed in on a problem statement "How might we make customers feel like they have more control of the claim process at a moment of need?"
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Some of our ideas included:
ā¢ Super friendly language and fresh content
ā¢ Progress tracker to visually show where the customer was in the process
ā¢ Links to more detailed tracking information, ie FedEx, USPS
ā¢ Photos of the repair technician to humanize the process
ā¢ Consistently branded experience for all retailers and across multiple digital properties
ā¢ Mobile responsive design that is easy to ready
How might we make customers feel more in control and informed during a slow repair process?
Protoyping & Testing
We started redesigning the templates by doing quick paper wireframe sketches -- testing and iterating with employees. We designed mobile responsive email templates (a first for this company), standardized branding and added key features drawing from interview insights.
One of the most useful features according to customers was the claim "Progress Tracker." Inspired by the Domino's pizza tracker, this was a visual way to easily communicate the entire claim repair process and the customer's current status.
We then created a new user flow for the email communication program and rewrote the content using consumer-friendly language -- drawing from persona information. Our goal was to be informative, sound casual but knowledgeable and clearly set expectations and timeframes throughout the claim process.
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Steps in process:
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ā¢ Wireframe Sketches
ā¢ Content Strategy
ā¢ Test & Iterate
Visual Design
Using one mobile responsive template design, we were able to visually reflect more than 50 retailer brands. Ultimately, we were able to reduce call volume by 50% and greatly improve the customer experience throughout the entire claim process.
Summary
By redesigning with customer needs in mind, we were able to provide more reassurance and a stronger feeling of control during a critical pain point in the customer journey.
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Ultimately this led to:
ā¢ 50% drop in customer call volume during the claim repair process
ā¢ $2.6M saved annually