Understanding how customers use assistive content and strategy for a cognitive self-help platform
Customer Experience Analysis
Digital CX Strategy
Our client is an international provider of long-term investment solutions and is part of a wider group of businesses providing cross-border investment solutions, asset management, discretionary management and financial advice.
The research revealed that, despite a significant body of assistive content available to customers, it was unnecessarily difficult for them to discover. Coupled with the poor user experience of the online platform these issues manifested as online customer struggls, which often resulted in increased contact centre interactions.
To address the above, Rika proposed a set of immediately actionable improvements and longer-term strategic recommendations, namely:
The report produced by Rika was instrumental in building a business case and establishing a programme of change within the organisation, focusing on customer needs and their ability to self-help. The outcomes of our work resulted in a significant reduction of calls and enquiries to the contact centre.
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