call center

Empowered, Confident, and Prepared: Driving Chatbot Product Vision through User Research

MOLLY MAHAR Salesforce GREGORY A. BENNETT Salesforce This case study explores how a series of customer site visits to two international service centers drove design recommendations for a chatbot building platform that could encourage positive agent-chatbot collaboration. The first part of the case focuses on the research undertaken by a team of user experience practitioners at the enterprise software company Salesforce. The team used contextual inquiry and group interviews to better understand the daily experience of customer service agents and service teams in search of ways to responsibly implement automation tools like chatbots within a service center environment. The second part of the case study highlights how the UX team applied these learnings into specific product recommendations and developed a set of principles that could drive the product forward while remaining empathetic and supportive of customer service agents....

Designing Good Jobs: Participatory Ethnography and Prototyping in Service-oriented Work Ecosystems

MARTA CUCIUREAN-ZAPAN IDEO and DePaul University VICTORIA HAMMEL IDEO Three service design projects, in hospitality, finance, and health care, highlight how to design for agency in the workplace, including the implementation of automated and data-driven tools. Inspired by Tacchi, Slater, and Hearn's work on ethnographic action research, Amartya Sen's capabilities approach, and Gibson's affordances theory, this paper examines work as an ecosystem, in which workers’ motivations, values, and ability to achieve what is important to them should be a continual input into how structures and tools are designed. In order to design for agency, teams must shape access to information in order to support workers’ autonomy. Second, project outcomes should reflect the emotions and values which create a sense of progress and purpose. Third, tools, technologies, culture, and incentives within the work ecosystem should be aligned with workers’ goals. Finally, workers must feel safe and protected from censure when they participate in co-creating...

Just Add Water: Lessons Learned from Mixing Data Science and Design Research Methods to Improve Customer Service

OVETTA SAMPSON IDEO Chicago and DePaul University Case Study—This case study provides an inside look at what occurs when methods from the data science and ethnographic fields are mixed to solve perennial customer service problems within the call center and cruise industries. The paper details this particular blend of ethnographic practitioners with a data scientist resulted in changes to design approaches, debunking myths about qualitative and quantitative research methods being at odds and altering team member perspectives about the value of both. The project also led to the creation of innovative blended design research and data science methods to discover and leverage the right customer data to the benefit of both the customer and the call center agents who serve them. This paper offers insight into the untold value design teams can unlock when data scientists and ethnographers work together to solve a problem. The result was a design solution that gives a top-performing company an edge to grow even better by leveraging the millions...