Bellhops

Touchpoint Audit

How might we optimize our communication touchpoints with customers during their move process?

Overview

About the workshop

Shortly after booking my own move in order to relocate and join Bellhops, I noticed inconsistencies and unnecessary touchpoints throughout the moving process. I proposed conducting a touchpoint audit where we looked at every communication with customers (across channels) to see where we might streamline and optimize these interactions.

Constraints: our transactional emails were managed on a backend system that was currently undergoing a monolithic deconstruct/refactoring effort. This meant our ability to overhaul transactional template designs to match marketing emails was limited.

Objectives

  • Analyze common mishaps on FS moves in relation to customer-facing communications
  • Identify opportunities to improve/streamline communications whether they be email, text, phone, web, or in-person
  • Workshop: map and assess the customer journey against current touchpoints against the mental model of a mover
  • Identify the moment that matters; biggest opportunity to improve experience within the realm of communications

Process

Planning

I pulled together a cross-functional team and organized a workshop where we worked through a journey map/timeline of touchpoints a customers receives from the time they first enter the order flow until after they've moved.

Participants: Biz Dev Ops Analyst, Customer Enthusiast, Operations Associate, Director of Customer Experience, Design, Engineering, PMs

Workshop agenda

(9:00–9:30) Intro + teams review scenario details, customer behavior line, and current communications

(9:30–9:45) Teams fill-in customer attitude/needs throughout journey

  1. What is the customer feeling throughout their journey?
  2. Are they happy, sad? Think about how they got to where they are.
  3. How are they feeling when they get a call from HQ?
  4. What have they gone through?
  5. What are they feeling when they get their “Meet your Bellhops Email”?
  6. What are they thinking about the Bellhops that showed up at their door? Are they in uniform?
  7. When they see that half their stuff is still in the house but their reservation is almost up, what are they feeling? What’s going through their minds?
  8. What’re they feeling at the end of the move? Are they happy? Upset? Outraged? Put yourself in the customer’s shoes and imagine your move going over much longer than you anticipated. How are you feeling?

(9:45–10:00) Teams fill-in remainder of admiral behavior line with the ideal process for handling the situation

(10:00-10:15) Teams identify the moments that matter (circle biggest breakdown area)

(10:15–10:45) Teams identify opportunities to improve existing communications and/or introduce new touchpoints anywhere along the journey  

(10:45-11:00) READOUTS

Scrutinize

By walking through the thoughts, needs, and greater situational context of our customer along each point of interaction, we assessed the gaps and extraneous efforts on our part. I prepared a looping slideshow of Census data that helped orientate the team around moving trends common among our target market while we worked.

Data insights

We looked at customer support data to understand and group common pain points along this timeline to identify moments where clearer expectation setting might prove helpful. We also analyzed qualitative feedback from social channels to see how brand detractor feedback could be addressed with better communication upfront.

Outcomes

Opportunity space

We collectively generated ideas of how and where to optimize our communications scoring them as easy, tactical fixes vs. long-term strategic improvements in order to prioritize.