Our work / Case study
The best customer contact is the one that never happens
Asking why customers get in touch, not how to answer them faster, cut inbound contact by 10%.
The problem
The usual question in a busy customer-service operation is “how do we handle enquiries faster?” We asked a different one:
Why does the customer need to contact us in the first place?
Our approach
We used customer-contact data and feedback from operational teams to find the most common reasons customers got in touch, and the points of friction in the existing digital journeys that led to those contacts.
Then we improved the customer-facing journeys, and the processes behind them, so more customers could get what they needed done without having to speak to anyone.
The result
- 10% reduction in inbound customer contact.
- Less avoidable demand on operational teams.
- Better self-service for customers, and capacity released in customer-facing teams.
Work covered: customer experience, digital transformation and self-service.
Want fewer avoidable calls and emails? Book a call and we’ll find out why they’re happening.