JESSICA GANTIER
Most pro customers don’t want to solve problems themselves. They pay a lot more money than regular customers and expect premium service from Orange. In a professional context, the person responsible for fixing the problem needs to do it ASAP. Taking initiative themselves might cause delay. Delay will have a significant financial impact on their business. Although some customers did try to solve problems themselves online (outside working hours or while traveling for instance)
1. Customers that tried to use their online account struggled with a very slow, unreliable and complicated website.
2. When looking for an answer, pro customers go straight to picking up their phone. There was lots of disapproval and mistrust of Orange’s efforts to steer them toward online help.
3. No one wants to read online help.
If Orange Entreprise wants to reduce customer service cost, they needed to invest in improving their online account first
Short term, our stakeholders decided to maintain their initial vision for this project and this team: building an online help center - while planning longer term for a better online account. Organisational, technical and budgetary constraints.
1. Relevant information was hard to find.
2. Available content was too long and hard to understand.
3. No action was offered to help solve the problem.
Our problem with interviewing users about how they would look for help online was that most of them answered “I won’t". So how do you get reliable data on user’s behaviour about something that doesn’t exist yet?
You do lean experiments!
We did a smoke test with a “fake feature”. We ABC tested 3 versions:
👉 Version B performed best
We chose to create short and minimalistic articles that go straight to the point.We decided to keep the “fake” search field to gather more data about mostsearched topics and prioritized content writing according to those results.
Our team focused on building a “go directly to...” button that redirects the user to the actual feature described in the article. Very simple and straightforward feature. Yet a pretty costly investment.
Let’s not forget about customer go to solution: grab the phone. We convinced stakeholders to simplify access to contact informations (phone, chat).
Making contact information hard to find was obviously impacting negatively users in need for immediate help. But it was also costing money to Orange, as customers ended up calling other random Orange services anyway.
Our team alone didn’t have the resources, nor the knowledge to write all necessary content. So we built a tool for Orange experts, who could then easily contribute to writing articles.
100% of new content is read
30% decrease of online chat for mobile topics
80% requests made in the search field have an answer
2x average time spent on help center since new version
70% of clients use the “go directly to...” feature
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