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For Virgin Gaming, dealing with customer dollars and regulatory requirements meant a stringent process was required to check out customer funds from their gaming account. This multi-step process involved customers, customer service agents, internal systems, and payment systems.
With so many stipulations in place, the largely manual process meant both customers and customer service reps suffered through each transaction.
For customer service reps, they had to jump between various internal websites, Zendesk, PayPal, and more to perform a single transaction, being sure to follow each step carefully or risk losing money or, worse, inadvertently breaking regulatory requirements.
Meanwhile, customers who requested access to their money could be left waiting days for their withdrawal requests to be fulfilled.
For Virgin Gaming, the right mix of services was led by taking a deeper dive into interal processes, before aligning internal staff needs and business requirements with user needs, ensuring the system delivered value to all three.
Here are the services we employed to help make that happen while working with the client's internal development team.
- Research Business Process Review, Technical Requirements Review
- User Flows Journey Mapping—Staff and Users
- Service Design
- Product Strategy
- Validation Interviews, Field Studies
- Structure Product Map, Site Architecture, Training and Support Media
- Layout Intranet Website Design, Interface Design, Interaction Design
- Engagement Writing, Calls To Action
- Validation Prototyping, Walkthroughs, Staff Interviews
- Digital Assets Media, Notes, Animations
- Experience Quality Assurance
- Impact Analysis
- User Testing In-person
The worst kind of failure.
Before we got started, the process was so complicated it required 3 separate full-time staff members to work through the backlog of transaction requests while frustrated customers were required to wait days for a process which should seemingly be instantaneous.
Not only did this mean a poor customer service experience for every customer engaged in the platform, but it was costing the company hundreds of dollars in wasted labour every single day.
The complicated requirements meant each staff member had to reference 5 separate process documents with up to 45 steps per document, which could easily lead to missed steps and additional lost revenue, and certainly led to a tedious, high-stress work day.
This flowchart does perhaps look complicated, but this visualization quite clearly defines both a primary path, and how the secondary scenarios relate to it. In effect, this takes 5 distinct, multi-step processes, and allows you to both recognize the differences between the scenarios, and where the scenarios differ from the primary path.
A rewarding, multi-step onboarding process was designed to not just connect these two data sources, but to garner new information about users, all in the effort to refine product recommendations, discounts, and more.
Let the machines do the work.
With a clearer understanding of all the processes which needed to be followed, we turned to the task of automation. We identified that we could leverage the APIs of the existing payment and customer support tools and a revised customer service interface and backend to connect all of these requirements, creating a dramatically simplified process for customer service agents, while ensuring all of the rules in the above flow chart were followed.
The new customer service tasks flowchart, representing a centralized transaction history screen turned a 45 step process into just 3 steps.
Revised Virgin Gaming Withdrawal Process
- Customer Service Representative (CSR) views all pending withdrawal requests—the previous system was limited to one manual request at a time.
- Any automatically flagged account issues must be addressed by contacting the user with the appropriate response/request—now automated through the new CRS interface and Zendesk.
- Withdrawal requests may be approved or denied individually or in a batch process by the CRS, with required comments included for future business analysis—withdrawals now automated through PayPal, with the customer notified automatically via Zendesk.
Better still, the addition of rich customer histories, customer service notes, and flags for information or behavioural changes meant that standard transactions by existing customers could be expedited.
In addition, potential security issues could be flagged and presented to customer service reps immediately, instead of waiting until the customer requested a withdrawal.
It’s not enough to just consider the customer user interface.
You could frame Virgin Gaming’s transaction issue in two ways:
1. Customers had to wait too long for their transaction requests to be fulfilled. This meant unhappy customers.
2. It took too long for customer service reps to work through the transaction process. From a business perspective, this meant money was being wasted on a laborious process that software could do more accurately and efficiently, and with less risk. From the customer service rep’s perspective: their job was awfully tedious and nerve wracking.
By focusing our efforts on serving the internal customer service team, we dramatically affected how customers were served. This is because, for customer service reps, the process became faster, easier, and clearer. Automation lead the way and the intelligent information at their fingertips helped them make sound decisions immediately and without hesitation. The only noticeable difference to end users was a dramatic increase in speed.
In fact, the customer interface didn’t change: each user still submitted the transaction request using the same form, received confirmation of their request from the same internal system, and then received their money the same way they had previously. Now it just seemingly happened magically faster, leading to fewer customer support followups and happier customers.
How can you leverage automation and intelligent systems to better serve your customers?
If your customers or employees are suffering through convoluted systems that are making your business less responsive, frustrating your customers, or slowing down your sales, our service design expertise can help.Get in touch
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