Improving Customer Support experiences

while building customer trust

Context

As our company transitioned customers to a new business model, we saw declines in NPS and CES scores and rising customer frustration. Executives wanted to improve these key customer experience metrics, reduce dependency on human support, and increase the effectiveness of chatbots and self-service options. At the same time, customer support specialists were struggling with misrouted inquiries, leading to inefficiencies and longer resolution times.

Action

I led a research team to deeply examine both the customer-facing experience and the internal workflows of global support teams. We analyzed data from the newly implemented chatbot, reviewed transcripts from support and client services calls, and conducted qualitative interviews with customers to understand their experiences. We then performed a workflow audit of customer support specialists to identify where routing processes were breaking down and how inquiries could be better matched to the right support resource or tool.

Results

The research surfaced significant flaws in the call routing process, which we addressed to ensure that sales calls, IT issues, and technical support inquiries reached the right specialists quickly. This led to a measurable reduction in misrouted calls, decreased customer frustration, and improved overall efficiency. We also identified opportunities to optimize the chatbot by providing better instructions and links, enabling it to resolve smaller, simpler tasks before escalating to human teams. These changes improved both the customer experience and the support specialists’ workflow effectiveness.

Learning

We discovered that customers consistently had positive outcomes when they reached the right human specialist quickly, and that our support teams delivered strong service once connected with the appropriate issues. The biggest friction lay in ineffective routing and underutilized automation tools. By addressing these points, we not only enhanced customer satisfaction but also improved operational scalability through smarter use of chatbots and self-service.