Proactive Servicing UX Redesign
Objective & Scope
Today, servicing is largely reactive, focused on resolving problems rather than building positive customer engagement. This approach results in higher call volumes, longer handle times, and increased operating costs. To address this challenge, we considered the following strategies:
Proactive Communications
Implement real-time notifications for potential disputes and fraudulent activity via email, SMS, or mobile app alerts.
Regularly share best practices for safeguarding accounts, identifying fraud, and steps to take if customers suspect fraudulent activity.
Enhanced Self-Service Options
Update our Disputes Center to allow customers to view recent transactions, dispute charges, freeze accounts, and submit claims quickly.
Integrate conversational AI to assist customers in initiating disputes, answer frequently asked questions, and streamline common processes.
Targeted journeys include Card Replacements and Dispute Management—covering both Fraud and Billing concerns.
Discovery
While competitors continue to innovate, our call volumes remain high, acting as a significant source of customer detractors and impacting overall experience.
Our research was informed by:
Over 50 internal stakeholder interviews across Product, Technology, Operations, Analytics, and Customer Experience (CX) teams
Analytics data showing that monthly call volumes exceed 1.3 million across target journeys, with 22% resulting in detractorship
Analysis indicating that competitors outperform us in Cards, particularly in quick and painless issue resolution perceptions
Projected benefits over the next 5 years include:
$125 million in cost savings and incremental revenue, driven by improved service efficiency and customer retention
Design Recommendations
Based on our objectives and discovery efforts, we recommend the following:
Embedding push-notification enrollment into the dispute submission journey achieved a 70% enrollment rate, resulting in a decrease of 300,000 monthly calls. This reduces costs by approximately $5-$7 per call, translating to an average monthly savings of $1.8 million.
Prioritizing Fraud and Dispute solutions alongside Card Replacement ideas enables a more streamlined experience for customers.
Solutions that provide Instant Account Numbers support uninterrupted spending, especially for digital wallets, enhancing convenience and addressing pain points effectively.
Comprehensive research of competitive intelligence provided for insights into best practices and trending technologies
Personae-driven journey mapping and ideation zeroed in on pain points across targeted journeys
Qualitative and quantitative data assessment ensured well-crafted ‘How Might We’ questions, setting us up for innovative ideation
From ideation to prioritization
Next Steps:
Aggregate a list of potential solutions derived from the workshop.
Prioritize solutions that maximize customer experience impact while considering effort and feasibility.
Partner with Governance, Analytics, Operations, and Product Teams to T-shirt size (estimate) the risk and technical demands of each solution, enabling informed prioritization.
