Our client is a nationwide energy firm that wanted to explore critical moments in the digital experience that caused its residential customers to abandon the digital channel and create a roadmap for improvement initiatives. Though the company is a leader in its industry with ample data on digital and call center experience, it struggled to understand and address consumers’ channel switching and task completion behaviors.
Our team analyzed opportunities, micro-journeys, and key journey moments to help the company determine the best path forward. We started by first establishing a roadmap for improving customer experience and identifying cost-saving opportunities. Next, we developed micro-journeys to understand channel switching and task completion better. Finally, we reviewed data across digital and call center platforms to determine failure points and micro-journeys within the digital experience that lead to channel switching. With our efforts, we were able to craft a strategic plan to improve task completion per contact, reduce customer effort, and improve first contact resolution.