Smarter Customer Support Through Experience-led Design

Gaining a Holistic View of Customer Support Journeys

We needed to explore what makes an ideal support experience. We looked at a range of perspectives, from customer groups and support agents to build a new, smarter solution.

While analytics had identified pain points in distinct areas of the experience, our client lacked a full picture of how different customers were finding and using their digital support channels or the role that customer service agents played in those journeys.

Our exploration in support centers provided an agent perspective on customer support strategies and pain points, while research with a range of B2B customer groups from large to small business users revealed unmet needs and common problem-solving strategies. Applying data to these insights verified key findings and expanded further areas for future exploration.