Using "rapid experimentation" to inform customer service experience design

  • Authors:
  • Soni Meckem;Jennifer Lee Carlson

  • Affiliations:
  • Cisco Systems, Inc., San Jose, CA, USA;Tec-Ed Inc., Cupertino, CA, USA

  • Venue:
  • CHI '10 Extended Abstracts on Human Factors in Computing Systems
  • Year:
  • 2010

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Abstract

This case study describes how Cisco followed a "Rapid Experimentation" methodology in conducting iterative, high velocity pilot studies to inform a large global customer service experience design project. The research findings described in this case study informed the design of a better mechanism for customers to select their expected outcomes, so Cisco can provide a personalized service experience. This improved accuracy moves us closer to our goal of eliminating at least 5% of all re-routing of service requests. In addition, customer satisfaction improves as we approach our target of reducing average Time-To-Resolution by at least 5%, which also saves on the Cost-Per-Call for Cisco. The case study explains how these studies improved the direction of the design concept and narrowed the research focus to answer more specific design questions. It summarizes how this approach was successfully applied in the customer service experience design situation to achieve the same experience design goal in 8 weeks, 4 weeks ahead of the 12 week schedule. We also describe lessons learned in applying the "Rapid Experimentation" methodology.