Revamping the user journey for ANZ’s online Support Centre.
Summary
ANZ’s goal is to promote self service adoption so customers are able to get the assistance they need through digital channels. This would put less pressure on assisted channels and enable users to find the support they need quickly. The Support Centre on anz.com has solutions for common customer pain points but instead of going there, customers continued to call the contact centre for very simple issues. Kay led the content strategy to revamp the user journey for the Support Centre and ensure customers are able to self service via digital channels, especially for simple services. Kay helped deliver a tailored search function for the Support Centre and uplifted ten priority pages that were contributing to heavy call volumes. Once launched, there was a significant increase in customers accessing digital self service channels from the Support Centre including the Message us function on the ANZ App.
Challenge
ANZ Self Service Adoption team has an App first strategy for support so customers can resolve most things via the ANZ App at first instance. This saves both the customer and ANZ a lot of time. The difficulty however was in creating this awareness to customers and even more problematic was customers were not using the Support Centre to its full potential to obtain this information. Instead, customers continued to call for assisted support. This was causing high call volumes and taking ANZ’s time away from helping customers with more complicated queries.
Content Solution
Discovery
Kay undertook an in depth discovery to understand the current ANZ Support Centre landscape. Kay analysed the effectiveness of the digital user journey for customers looking for support from ANZ and using data, made several findings. A content audit was also undertaken alongside the Self Service Adoption (SSA) team to determine the logical flow of information for the customer when seeking out key support services. Using call volume data, Kay brought all the findings together to provide recommendations to improve the support user journey and in turn reduce the need for assisted channels.
Stakeholder Engagement
Together with the SSA team, Kay assisted in prioritising parts of the user journey to uplift and revamp. Of those chosen was the Support Centre landing page and ten support child pages. Engaging a range of stakeholders and legal, Kay and SSA ensured each of the pages uplifted addressed relevant concerns and were future proofed as much as possible.
Data analysis
The support journey for customers on anz.com was tangled. It was challenging to ascertain where (other than calling) customers were going when they needed support. To help with understanding the pitfalls in the current support journey, Kay used data insights from Adobe Analytics and call volume app tags. These insights helped form a picture of where the support journey was failing and provided an understanding of the reason for high call volumes, especially for simple services.
Content Strategy
To help the SSA team meet their App first strategy, Kay put together content strategy recommendations that would improve critical parts of the user journey for the Support Centre. Due to tight timeframes, a two phase delivery approach was tabled. The first phase focussed on changing the way users were able to search for support queries within the Support Centre and ensuring common pain points were addressed in the uplift of high call volume pages. The second phase was focussed on restructuring the information architecture for the Support Centre to enable users to easily navigate through the content.
Results
Increased internal traffic to support hub (anz.com pages) +11%
Increased overall traffic to support hub (organic only) +16%
Reduced visits to Contact us page on anz.com -16%
“Thank you for your hard work, dedication and significant contributions to our new Support Centre and creating pathways for customers to move to an App first strategy.”