Transforming the Conversation Between our Bankers and Customers
The goal of the Wells Fargo Service Chat project is to move 25% of phone support volume to the Chat Channel in five years for a total savings of 45 million dollars. At the same time maintaining target CSAT levels.
Current Service Chat CSAT scores are 77% and the conversion rate year to date is is 85%.
I was involved in several phases of the Chat/Messenger effort from exploratory visual and interaction designs that explored a global chat standard to the chat desktop vendor replacement effort and most recently the rollout of service chat on smartphone in June of 2019.
This effort has been supported by user testing at every phase with both formal behind the glass testing as well as rapid paper prototype testing. I have created clickable prototypes for all key phases and for both desktop and mobile platforms.
The Service Chat experience on Smartphone has an initial chatbot experience using Naunce technology and the chat conversation framework is the platform for future chatbot integration in 2020.
My first project with Wells Fargo in the fall of 2016 was to take the lead on designing and socializing a global chat standard for Wells Fargo. This was an experience that would span all Wells Fargo properties and platforms and it was an opportunity to transform the customer / Banker conversation as well as provide a channel for automated support in the future.
Beginning with extensive competitive analysis and then exploring multiple visual and interaction approaches, we focused on a design that leveraged a floating action button that was persistent across the Wells Fargo site.
Many visual treatments and entry point approaches were explored.
For the June 2019 Smartphone launch we chose to leverage the global navigation as the primary entry point. This enabled us to control the visibility and availability of the entry point as the business gathered data on how our customers would use this new experience and enabled us to assure that support had the correct staffing model in place.
As our customers become more engaged with chat as a primary source of information and support, the need to organize and return to conversations will arise. There is a two phased plan for providing support for multiple conversation threads.
The first phase is to have conversations discoverable in the main conversation frame.
Over time, if demand increases, there are designs that explore integration with the Wells Fargo Message Center on both smartphone and desktop.