Rachel Davies Cox

BW - Customer Self Serve

 

Bloom & Wild | Lead Product Designer | Website

Bloom & Wild are known for having an exceptional Customer Delight team. But as the business grows and we begin to receive more tickets, we need to think how this team scales and where appropriate, how automation can provide a way for customers to self-serve a resolution to allow the team to focus and deliver on more complex queries.

 
 
 

The previous experience meant a lot of back-and-forth between the customer and agent to gather the relevant information — information that often isn’t readily recalled as the customer is not usually the recipient of the gift. 

As a first iteration we introduced a field in the contact form for customers to share their preferred resolution. This small change immediately reduced the back-and-forth, allowing for quicker support for the customer and freed up team capacity.

 
 
 

Design Direction

A quick, speedy and delightful way for our users to self serve their queries, allowing the CD team to focus on more complex queries. A simple step by step flow that focuses on one input or decision at a time, so customers can action quickly and get a speedy resolution without the need to talk to the team — unless they want to of course.

 
 
 

Results

Of the users who were offered this experience, 73% successfully self served and received an instant resolution. The introduction of this feature led to a decrease in overall operational cost per user by 16%, this was due to fewer tickets to handle and a lower average cost of resolutions. We also saw a 2pt increase to our NPS score and significant increases to 90 day RR amongst these users.