Goal: One of the company goals for us was to reduce inbound call volume. So we went to the root of the problem and partnered up with the client satisfaction team. Most of the questions asked were simple and had visible answers on the FAQ page. But this page was not optimized (another article could be written about this) so while one team was in charge of a quick fix, the CUI team saw a great opportunity. Why would you call if you could have your answer right away, no hassle?
How: So of course placing a chatbot was quite obvious but it was not enough: we knew the answers needed to be more visual and intuitive. Most FAQ bots are poorly placed (some are not even real bots), are not trained well or can't handle complex tasks and end up bringing even more problems and frustrations to the users. So we had the following conclusions:
- This chatbot needs to be on a relevant space, not everywhere on the website. Its purpose is very specific. This way we avoid frustrations.
- It has to be direct and clear on what it can or can not answer (this is part of our CUI bible)
- It had to go the extra mile: Need instructions? Here’s a video. You said you are moving? It will recommend a moving tips article (maybe add a useful up-sale to make the client happy too)
- Chatbots could be new to the typical caller. A friendly but professional tone of voice and clear instructions where needed. Quick answer buttons would also help guide the conversation.
- Finally, we don’t want to hide information from the user, so our UI was not going to be obstructive. Other contact info would be visible as always, the same spot.
Results: We created three flows with possible scenarios and pitched it to the Product Owner. Even though it was not on budget and we could not start right away, the insights were well received and this led to a complete restructuring of the FAQ page and a new approach to customer experience.
Tools: Sketch / Illustrator / Principle