Problem
30% of applicants are referred to customer support via email during sign-up over email, leading to delays and wait times of weeks. This led to bad publicity, customer abandonment, and hiring support staff to cope.
Solution
I used support ticket analysis to create in-app journeys, reducing applicant referrals by 25%. This means fewer support agents needed and faster customer response times throughout the app.
Addresses provided do not match those in the database.
Documents or images for ID verification have poor quality.
Names given do not match the ID.
Applicants are appearing on a watchlist.
How might we streamline referrals?
Before
After
Determining U.S. persons
You don't need to be a tax resident of the U.S. to be a U.S. person. But, U.S. tax law requires U.S. persons to provide their Social Security Number. Instead of support intervening, it can be collected in-app.
Defining a U.S. person is challenging due to intricate criteria in tax laws. Previously, this led to lengthy support chats and staff training. Now, users can work out their status via a short survey.
Takeaways
Almost all applicants can now open an account in minutes, where in-app journeys decreased referrals from 30% to 5%.
Analysing support tickets was crucial in overcoming pain points and blockers in the in-app experience.
Automation can have a huge business impact: fewer support agents needed, and response times improve across the whole of support.
Want to hear more?
Contact me