Explore and determine what experiences to provide customers to help them better understand the performance of their accounts to increase retention and customer satisfaction.Initial Approach and User Research
Uncovering the customer experience and sharing it with others.
Documented Current State
- Created sitemaps for all Yodle product offerings
- Captured screen shots for all product properties
- Created process flows for key tasks (rating a call, adjusting a budget, updating payment methods, and more)
- Collected email artifacts sent to customers
Observe Customers and Internal Teams
- Interviewed transactional and consultative customer service representatives
- Shadowed customer service calls
- Analyzed sales decks
- Listened to sales calls for key themes and highlights
Researched Parallel Experiences
- Analyzed experiences in other industries (telecom, marketing services, financial services) around customer account performance
- Identified experience models and features that may be relevant to Yodle
No Standard Experience
The customer experience depended on varying communication methods determined by each individual representative that resulted in confusion and lack of accountability.
A Confusing Dashboard
The existing dashboard overloaded customers with irrelevant details and spoke to customers in internal company language instead of their own vernacular.
Customers Are Busy
Clients were expected to interrupt their daily rouyine to engage with the dashboard to perform repetitive tasks such as rate calls and monitor performance. This is an unrealistic and poor customer experience to demand from already busy small business owners.
Customers Do Not Understand the Product
Customers were shown demos of well established, high-performing accounts that focused only on the lead generation features of the product. This confused customers, leading them to compare their performance against the demo without considering their account’s age and increasing effectiveness over time. This lead to both transactional and consultative customer service representatives spending valuable time resetting expectations with clients, resulting in dissatisfied customers and higher churn rates.
Customers Found It Difficult to Contact Yodle
Customer support was only provided from 9:00am - 6:00pm ET, when customers were busy with their own businesses, making it difficult to receive help or account services. The contact information was emailed to customers and stored in an unobvious location in their already confusing dashboard. In addition, many Yodle customers were not tech savvy, resulting in increased technical hurdles they needed to overcome when help was needed.
Irrelevant Performance Data
The dashboards did not set context or provide comparisons that customers could easily comprehend – only irrelevant and complicated data was displayed with no prioritization. As such, there was an over reliance on customer services to guide customers through the dashboards. There were no hints or prompts for help, therefore the only way customers received help was if they called and asked.
Define the Problem and Create a Vision for the Future
Using ﬁndings from research, we reframed the original assignment of simply creating a dashboard into answering the simple question: "How do I [the customer] know if my marketing services are performing for me?"
Design, Prototype, and Test
Working closely with users and stakeholders, we validated and evolved the design from sketches to high-ﬁdelity wireframes and finally into a prototype. During user testing, we identified and refined touch points in each design that instilled trust and confidence in the user that lead to increased customer satisfaction.
Ensuring an Iterative Rollout
Design iteration did not stop at the first release. The rollout of the Yodle Max Dashboard began with an alpha release with one dedicated customer service team supporting the new dashboard for two-hundred clients. During this phase the team worked closely with customer service representatives and engineers to identify any outstanding pain points and incorporate user feedback. We were able to respond to user and business needs by adapting the design quickly to ensure success. Throughout the process we helped migrate 30,000 existing customers onto the new unified system.
Dedicated CS Team Showing Support for the Yodle Max Dashboard
Design and Engineering Team
Yodle Max Dashboard
Principles of Success
Positive Benefits of a Unified Product Experience
Proving the Value of Consistency
The solution unified the message communicated in every customer touchpoint throughout the entire company. The sales process, online interfaces, automated emails, service emails, service calls, and marketing communications were all telling the same story.
Increasing Engagement and Retention
After nine months from rollout, user engagement increased significantly. Average monthly logins increased by 78%. Traffic from emails increased by 4.1%. The email open rate for the monthly performance email increased 25.9% and the click through rate increased by 9.2%. Additionally, the project helped increase 180-day retention from 35% to 65% from December 2012 to October 2014.
Influencing Organizational Culture
After introducing human-centered design methods into the product development process, there was a noticeable change in company culture. Conversations included customer-oriented dialogue, and leadership dedicated more resources to customer experience projects. By 2014, we quadrupled the size of our customer-facing product development and user experience teams.