Contact us page
Enhancing findability and support resolution for customers
Overview
Key roles
Led stakeholder discussions across claims, payment, and payout teams to align on customer enquiry handling requirements.
Restructured information architecture and optimised email routing to ensure enquiries reached the appropriate teams.
Developed strategies to guide users toward self-service options.
Conducted rapid testing of the new IA and submission workflow.
Outcomes
30% growth in customer self-service
60% reduction of total response time
Reduction in misrouted enquiries due to improved email routing
What was discovered
CUSTOMERS
Multiple email addresses on the website caused confusion, leading to enquiries being sent to the wrong teams, longer response times, and no clear visibility for customers on their submissions.
BUSINESS (OPS & TECH)
Different types of inquiries are handled by specialised teams. Hence, a misrouted query leads to inefficiency, duplicated efforts, and delayed responses.
How might we make it easier for customers to find appropriate contact channel and receive timely responses to their enquiries?
How it was conceptualised
I gathered feedback from customers and the customer service team to understand the challenges in the end-to-end enquiry process. Also, a detailed review of the existing information architecture, webform, and workflows were done to identify improvement areas. The proposed solution was then shared with the team for iteration to ensure effective routing and improved efficiency.
How the issues were tackled
Enhancing enquiry channel findability
CHALLENGE 1
Customers faced difficulty locating the correct channel for their enquiries, often resorting to multiple email addresses, which delayed response times.
SOLUTION
Information architecture was restructured with progressive topic discovery, allowing users to select topics step-by-step, ensuring enquiries are routed directly to the right teams and minimising duplicated queries.
Improve enquiry process effectiveness
CHALLENGE 2
Customers lacked visibility into the status of their enquiries, resulting in repeated follow-ups and prolonged resolution times.
SOLUTION
Enquiry form was simplified with clearer questions and essential fields, such as document uploads, to reduce back-and-forth communication.
Feedback loop was enhanced with automated email acknowledgements for transparency.
Promoting self-service in line with business philosophy
CHALLENGE 3
About 60% of enquiries can be resolved through the Great Eastern app, which offers a faster and more user-friendly experience. As part of the company’s strategy to encourage self-service, it was important to steer users towards the app.
SOLUTION
Self-help guides and banners were added prior to the submission page to encourage users to access the Great Eastern app for relevant enquiries.
Because this was a quick fix, limited customer testing was conducted. Post-launch, we monitored key metrics and performed tree-testing alongside to confirm the effectiveness of the improvements.
Simultaneously, a revamp of the “Self-help guide” and “Contact us” sections was initiated to further promote the company's self-service philosophy, ensuring enquiries are resolved more efficiently.