Challenge

The brand’s customer support team was overwhelmed with simple requests from customers, which left less time to solve more complex issues. The risk was a decrease in customer satisfaction and potential for switching a competitor.

Goal

Create flows that allow a user to self-resolve the top customer support issues using Facebook Messenger.

Create flows for top mentioned customer support issues on Twitter and proactively reach out to users to resolve them.

Learnings

While we achieved the goals of automating a few of the top-requested customer support issues with the VBA experience, we experienced technical limitations with correctly capturing and registering user information, like account details and receipt photos.

The deeper integrations were outside of the scope of our engagement and managed by the client’s internal team. Ultimately, the experience successfully resolved basic issues, while maintaining brand standards and quality, but failed to solve complex user requests during its initial phase.

Future Plans

Solving the technical limitations and building deeper integrations with its customer database was a top priority in continuing this project, in order to ensure that the VBA experience matched the top-tier support experience that users experienced over the phone and in store.

Plans were made to expand the initiative in tiers to include more use cases, and eventually extend to other offerings like salon bookings and proactive outreach to improve loyalty.