Contextual FAQ feature
The Number Of Tickets Is Too Damn High
While I was running the customer service team at TaskRabbit, I often thought about how I could balance the happiness of our customers with the happiness of my team members. The obvious problem to tackle is to reduce the number of inbound contacts (emails, phone calls, and chat requests from customers). Reduced contacts imply that users don't need customer service to understand the product and that customer service agents aren't overburdened with massive amounts of support tickets.
One main challenge with reducing contacts is to make sure that we weren't simply making it harder for customers to contact us. The solution had to provide the quality of service they would get from contacting an agent and be completely scalable. Going into this project, I had the following guiding UX principles in mind:
1) Provide the right support when and where people need it the most.
2) The solution should allow agents to customize it without requiring the additional efforts of the engineering team after deployment. Without an engineering team devoted to customer service UX, self-reliance was very important.
One day while browsing the Airbnb site, I noticed that they had a support search field that followed me as I navigated around. When I clicked on it, it showed me FAQs for that particular page. The content was dynamic and would change depending on which page I was on. I was so inspired by this idea that I adapted it as a solution to my very big problem.
During a company hack day, an engineer and I developed the foundation for Intellihelp. My role as the product designer was to understand the needs of the customer service team, design an efficient solution, and oversee the development and deployment of the feature. We took inspiration from the Airbnb design and added an integration with Zendesk. Using a combination of Zendesk tags and canned responses, we created a system that:
1) Showed the most frequently asked questions in a dropdown menu on the navigation bar. The FAQs would change based what content is currently being shown.
2) Was completely customizable by the customer service team. They just had to create or edit their canned responses and adjust the tags in order to change which FAQ showed up on which page.
We ended up working on the project beyond hack day and eventually shipped it onto the live site. Within weeks, the customer service team reported a 50% decrease in inbound contacts due to the integration of Intellihelp. Of all of the initiatives to reduce contacts that were implemented around the same time, Intellihelp made the most impact.