Global technology company
Live chat is quickly making its way to becoming one of the preferred contact channel for consumer support. Whilst studies have shown this varies by age demographic, one thing is for certain: consumers are deliberate about the channel they choose to use, and having to switch channels often results in dissatisfaction.
The challenge
BPA Quality proactively detected an issue type with a significantly low first call resolution rate, coupled with a significant increase in CX VDSAT regarding consumers that were experiencing issues with their registered payment methods.
This finding was isolated to one specific contact channel: Chat.
Solution
After conducting a study on a random sample of cases regarding the issue type, using a bespoke RCA form, our subject matter experts quickly located the source of the issue.
Customers who were unable to meet a certain criteria check required identity verification, but the relevant procedure instructed Chat to refer customers to contact them again through Phone support.
This scenario occurred in 94% of all customer chat contacts examined.
We highlighted this barrier within the Chat channel and recommended to either empower the Chat Advisors to verify the identity of the customer first-hand, or remove chat as a possible contact option when customers are selecting this specific issue.
Findings
After following the customer journey and examining the support tools customers were using to contact about their issue, we were able to put the story to the data and get the complete picture. We would not have identified the referral loop and its cause without the examination by our subject matter experts.
Impact
After giving the Chat advisors the ability to verify the customer’s identity, our clients experienced the following:
+13% First call resolution
+18% CSAT Improvement
The combined efforts of data and the human element
What the data told us:
CSAT at 58%, FCR at 8%, but Advisor procedural adherence at 95%.
This represents a possible disconnect between the standard quality measurements and the Customer experience.
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