Minimising assistance: PB Help

Team: Manik Garg, Product Manager | Sachit Anand, Business | Customer Support Team

My Role: Product Designer | Product Strategy, User Research, Interaction, Visual design

OVERVIEW

Policybazaar (PB) sells insurance through online channels, including the website and app. The sales journey comprises both assisted and unassisted processes.

• Unassisted Journey: Users complete the purchase independently through digital channels.
• Assisted Journey: PB agents assist customers in making informed decisions during the purchase.

In the event of any queries or issues, customers can only contact PB’s support via call or email for resolution, involving human interaction.

OBJECTIVE

Optimize the user experience to reduce the need for assisted journeys in after-sales support, aiming to enhance cost-effectiveness for the business while maintaining or improving overall user satisfaction.

RESEARCH

In order to gain a deeper understanding of the after-sales assisted journey and identify opportunities for improvement, I initiated the process by conducting stakeholders interviews. This was then followed by quantitative analysis and secondary research.

Interviews

I interviewed the customer care team and business teams, structuring my questions to focus on the initial exploration phase. The inquiries revolved around understanding:

• How after-sales assistance operates?
• The reasons users seek assistance post-purchase.
• The various types of queries raised by customers
• The frequency of queries, response times for each query, and the associated costs incurred by the company for each customer call.

Quantitative

Upon looking into the data from the past year on Analytics tool, I identified the top three use-cases as follows:

Competetive Analysis

I conducted an analysis to explore how other platforms address similar use-cases. It was discovered that the majority of online insurance providers in India do not address this particular use-case. Consequently, I opted to investigate user-friendly e-commerce and food delivery apps, specifically Swiggy and Myntra.

INSIGHTS

1. Customers often lose the ticket number assigned to their issue due to the manual requirement for saving.
2. A single customer may have multiple query tickets associated with a particular product, resulting in multiple ticket numbers.
3. Common queries are prevalent among users.
4. Customers express a desire to track the progress of their queries and expect swift resolutions.
5. Business spends approximately INR 600 on each call (Calling charges+ resource). Average number of such call in a day can be 110.
6. It takes average 4 calls to resolve an issue.

OPPORTUNITY

1. Enhance customer experience by providing the quickest query resolution and enabling online progress tracking. Incorporate human interaction contextually, as needed.
2. Investigate the possibility of integrating our solution with insurance providers to accelerate the resolution process.
3. Implement a FAQ section addressing the most common queries to facilitate resolution without the need to raise a ticket.
4. Optimize user interaction by allowing queries in a conversational format for a seamless experience with the virtual assistant.
5. Develop preset questionnaires based on insights derived from existing data to streamline the query resolution process.

PROBLEM STATEMENT

Our current system lacks the capability to provide an optimal customer experience in terms of query resolution and progress tracking. Users face challenges in accessing quick resolutions and tracking progress online.

Additionally, there is an untapped opportunity to integrate our solution with insurance providers, potentially expediting query resolution. The user interaction experience needs improvement to provide seamless engagement with the virtual assistant. Addressing these issues is crucial for enhancing overall customer satisfaction and streamlining support operations.

KPIs TO IMAPCT

1. New Ticket Requests (via Call):

• The number of new ticket requests initiated through calls is a crucial metric.
• Each ticket request typically requires an average of four calls to resolve the issue, contributing to additional costs for the company.
• Minimizing the number of calls can result in significant cost savings.

2. Average Resolution Time:

• The current average resolution time spans 10–12 working days.
• The objective is to reduce this timeframe to a target of 4–5 days.

3. Customer Satisfaction Rating:

• The aim is to enhance the overall Customer Satisfaction Rating.
• Improved customer satisfaction is a key indicator of the success of our support services.

SOLUTION

Integrating the Help section into the app’s bottom navigation bar for swift and easy discovery. Here is the proposed updated Information Architecture (IA).

Furthermore, we have introduced entry points within the buying journey contextually to assist users as needed.

New IA for Help

Flow

Visual Design

Results & Takeaways

As a result of the UX improvement implemented over the past three months, the outcomes are as follows:

• A 28% decrease in after-sales calls to customer care.
• A notable increase, with 41% of app users now registering their queries directly through the app.
• The average resolution time has seen a reduction to 8 days, and ongoing efforts are focused on API integration with our partner to further decrease this time to the target range of 4–5 days.

Let me know what you think in the comments below.

Cheers!