Bold Insight’s Gavin Lew to present at Money 2020

Bold Insight’s Gavin Lew to present at Money 2020

The premier conference in the payments, fintech, and financial services industries, Money 20/20 hosts over 11,000 attendees and will be held in Las Vegas, Nevada, on October 21-24, 2018. Bold Insight Managing Director Gavin Lew is teaming up with Visa’s Head of Design, Kevin Lee, to present, Humanizing the Experience in Retail. Lee will share how Visa approaches experience design and the key moments that reveal opportunities for brands. Lew will dive into those key moments with real world examples and how to make those opportunities successful.

“Retail is at an inflection point where companies need to embrace the combination of digital and physical to design a more humanized experience—one that recognizes humility because the future will depend on collaboration across the ecosystem. This is where disruption will occur,” says Lew.

Visit https://us.money2020.com/ to learn more about Money 20/20, including registration details. Don’t forget to use the coupon code DISRUPT to save $250.

 

About Bold Insight

Bold Insight helps clients deliver outstanding experiences to their customers by understanding user expectations and designing products that seamlessly fit into their lives. The team has conducted research on hundreds of products and services delivered on a variety of platforms, including websites, software, mobile devices, medical devices, voice assistants, connected devices, and in-car navigation systems.  Email hello@boldinsight.com to discuss your next project.

Is customer channel-hopping hiding UX problems?

Is customer channel-hopping hiding UX problems?

U

BOLD INSIGHT

Listen to reasons customers contact you and use those reasons to diagnose problems in your channels that may be hiding.

As a company with many channels, you should always be looking at the ways in which customers connect with you. Movement across channels often reflects customer choice, but it also may reveal poor UX in a channel. In other words, ‘channel hopping’ is often driven by a failure of usability or a lack of functionality.

I was recently speaking at a J.D. Power roundtable on the topic of employee experience in the contact center. The point of the presentation, one that I have given many times, is that good design is hard work, and good design begins with field research not in Photoshop. When doing field research in call centers, we want to understand the motivations of why customers call. It’s fascinating to listen to customer stories because you realize that, in today’s omnichannel world, a majority of customers do not choose the call center as their first point of contact to resolve a problem. Which is good to know except what often happens is that customers fail to get resolution in one of the other channels (often related to poor UX) and feel forced to call.

In one concrete (and very typical example), customers call because they don’t understand their paper bill. The root cause of this is that the bill is difficult to understand. Information is in the wrong place, numbers don’t appear to add up, taxes are confusingly represented, critical information may be missing, etc. They may try first to go online to get more detail and may or may not be met with success. So, the poor design of a paper invoice results in customers spending time trying to resolve and ultimately calling to discuss it. Then the customer runs headlong into an interactive voice response system (IVR) and gets even more frustrated by choices that do not match the reason for calling in his mind and with excessive hold times. By the time the customer gets to the agent, there’s a lot of pent up frustration. Much of this could be fixed by using a UX research approach to improving the usability and utility of the paper bill. We’ve fixed many paper bills and driven down both the volume of calls and length of calls regarding bill education from the call center.

This is but one example. There are others where poor design in one channel drives callers to agents (e.g., self-installation of modems, credit decisions, etc.). All of these are examples of channel-hopping due to poor attention to the UX. And, these are all self-inflicted wounds that increase cost to the business and reduce customer satisfaction.

One lesson for UX professionals is that when trying to understand the current ‘customer journey’ it is important to catalog the times when the customer channel hopped because the prior channel failed to meet needs. Doing this gets at a root cause of the problem and tells researchers, designers, and developers where to concentrate efforts.

Ultimately, you should listen to reasons customers contact you and use those reasons to diagnose problems in your other channels that may be hiding. Pay attention to all your channels and continue to monitor for channel-hopping, then focus on fixing the problems you find.

Pin It on Pinterest