Voice and Chatbot Design for Retail Call Center
BJ’s
The Project
BJ’s is a member-based retail chain with a large customer base. They had an existing IVR that allowed their customers to call in to mange their memberships. The IVR system was outdated and provided a sub-optimal customer experience. They needed to design a next-generation conversational UX for their customers.
The Work
The project began by developing an understanding of the current customer experience by:
Working with business stakeholders to identify pain points in the current customer experience.
Analyzing the existing IVR to understand call flow.
Analyzing the existing user journeys for customer support.
We then designed a new customer support experience for both phone and chat. We started by putting together audio mockups of the ideal customer experience. We then designed new experiences for key customer journeys for both phone and chat. Finally, we wrote detailed design requirements for the new system.
Tools included Audacity, Sketch, Visio, Omnigraffle,
The Process
Analyze existing IVR Call Flows
We started by analyzing the current IVR and creating detailed call flows of the system. We also met with members of the customer service team to understand customer pant points. Doing this uncovered many high-level opportunity areas where the customer experience could be improved.
Review existing customer journeys to find the highest values place to make improvements
We reviewed the existing customer journeys looking at volume, pain points and opportunities for automation to identify the key journeys with the highest potential for improvement.
Analyze key customer journeys
Those key customer journeys were then analyzed to identify points where phone and chat could be used to improve customer experience.
Design New Call Flows
New call flows were designed to show how pain points could be addressed through a redesigned voice/chat experience, and to identify the key technology improvements needed to implement this new experience.
Create Sample Dialogs
Written and recorded sample dialogs were created to illustrate the new caller experience via voice.
Create Chat Mockups
Chat mockups were created to illustrate the new interactions via chatbot.
Write Design Requirements
As a final step, a set of design requirements were written to provide a basis for selecting a vendor and beginnning the technical design.