Citi

THE SITUATION

Like many organizations, Citi’s customer service channels had grown organically and still ran in siloes. Move from chat to phone and the thread was lost - customers explained themselves all over again, costing everyone time and effort. That held back automated channels like chatbots, voicebots, and IVR, and made it impossible to suggest a channel switch even when it would help the customer or the company.

OUR CONTRIBUTION

We talked with stakeholders across the siloes to inventory every customer service channel and its performance and cost. Then we surveyed customers about their behavior and preferences. Combining the inside-looking-out and outside-looking-in perspectives, we designed an ecosystem where each channel plays the role that best fits customer goals. We mapped intake, escalation and de-escalation paths, and the emotional moments worth extra time.

THE BENEFITS

Joining the siloed channels into one service ecosystem let Citi improve experiences while controlling costs. Automated channels handle intake, so simple tasks go fast, and customers can escalate to detailed or human help without repeating themselves. The system is flexible, and customers choose the channels that suit them best.