Rethinking online customer service



Denmark’s largest telecom company asked us to remake their online customer service in responsive design. We ended up humanising it, too.

  • The solution lies in asking the right questions

    How do you decrease the number of calls to TDC call centers? You make an intuitive platform that provides answers just as fast as a phone call.

    You need more than a user-friendly website for desktop, tablet and mobile. You need to switch your focus from describing solutions, to addressing real problems in language that's easy to understand.

    Most users don’t know what causes their problem. To fix it, you need to ask about their symptoms, just like a doctor does during a consultation. The right questions will reveal the solution.

  • From content maze to clear path

  • The previous TDC online help platform consisted of no less than 6,000 articles, guides and FAQs.

    Hidden in the maze were guides to every conceivable user question, or problem ever recorded.

    Unfortunately, our research showed that most people were unable to locate them. The most relevant content was hidden so deep in the maze that people got lost and gave up.

  • Prioritising content
    was the key

    We discovered that 5% of TDC’s content in the help section could actually solve 80% of the problems people had when they called customer service.

    From this insight, we forged two core design principles that made online help better than calling.

    Learn why our process always starts with people

  • To understand problems is just as important as presenting solutions

  • The existing TDC navigation and online help articles were very product centred. It was difficult for users to figure out where to go, and what the content actually meant.

    Monitoring phone calls to the call centers helped us understand how users perceive actual problems, and most importantly, the way they describe them, which in the end led to this:

  • Less is more – big is better

  • We analysed data from TDC’s call centers, shops, and online visits, and found the 5% that most users were looking for.

    Around this content, we designed a new menu structure. 6,000 articles were re-written and condensed into just 1,000. Then we simplified the design and made it more visually appealing.

    Using data to show only the most common problems dramatically improved the user experience.

    Based on the symptoms, the most likely solution is now the first to pop up after only three questions.

  • 6000 answers didn’t help anyone. A few questions did.

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