case: Transforming a customer experience in finance
How we were developing
a strategy to humanize
the automated customer experience
CASE: TRANSFORMING A CUSTOMER EXPERIENCE IN FINANCE
How we were
developing a strategy
to humanize
the automated
customer experience
This case is the result of our participation in the P1 Digital Product Creation Championship. With this solution we got 2nd place cup in the #business processes, analytics section. Here is a video of our pitch and our presentation as submitted to the jury.
P1 2020
2nd PLACE

#BUSINESS, PROCESSES,
ANALYTICS


This case is the result of our participation in the P1 Digital Product Creation Championship. With this solution we got 2nd place cup in the #business processes, analytics section. Here is a video of our pitchandour presentation as submitted to the jury.
About client
Osome is a service that helps small and medium-sized businesses do their accounting and liaise with public authorities. Osome’s audience is businesses in Singapore, Hong Kong and the UK.
Our mission
Transform the customer experience for Osome: teach the bot to be truly, “human-level” useful for customers and make automated processes more efficient for the business.
About client

Osome is a service that helps small and medium-sized businesses do their accounting and liaise with public authorities. Osome’s audience is businesses in Singapore, Hong Kong and the UK.

Our mission

Transform the customer experience for Osome: teach the bot to be truly, “human-level” useful for customers and make automated processes more efficient for the business.
Research
Research
Trends in customer service
  • For 86% of clients, proactive chat support when stuck in dialogue is an important benefit.
  • Customers are usually unhappy about the waiting time in the chatbot and about having to repeat the same request in different channels.
  • It’s important for clients to understand that there are people behind the chatbot.
  • Many decisions, especially in the area of business support, are made particularly after communication with a person.
Competitor analysis
The companies have the same services and positioning, and it is difficult to determine the level of expertise - there is very little feedback on the tools.
Market studies
The volume of the market allows to develop the project and invest in it further
Osome UX audit
The chatbot is not very well thought out. A lot of information is hidden, and onboarding only takes into account one segment of users and only follows one scenario.

Machine answers can only help the already experienced entrepreneur: if the user still has doubts, working with the chatbot will be quite difficult.
Doing accounting in Singapore is easy enough, so the product needs additional perceived value.
Analysis of the current audience
86% of users were generally satisfied with Osome, but opinions were often contradictory: some emphasized professionalism and speed of response, while others were dissatisfied with it. This speaks to the inconsistent quality of the support.
Trends in customer service
  • For 86% of clients, proactive chat support when stuck in dialogue is an important benefit.
  • Customers are usually unhappy about the waiting time in the chatbot and about having to repeat the same request in different channels.
  • It’s important for clients to understand that there are people behind the chatbot.
  • Many decisions, especially in the area of business support, are made particularly after communication with a person.
Competitor analysis

The companies have the same services and positioning, and it is difficult to determine the level of expertise - there is very little feedback on the tools.
Market studies
The volume of the market allows to develop the project and invest in it further.
Osome UX audit
The chatbot is not very well thought out. A lot of information is hidden, and onboarding only takes into account one segment of users and only follows one scenario.

Machine answers can only help the already experienced entrepreneur: if the user still has doubts, working with the chatbot will be quite difficult.
Doing accounting in Singapore is easy enough, so the product needs additional perceived value.
Analysis of the current audience
86% of users were generally satisfied with Osome, but opinions were often contradictory: some emphasized professionalism and speed of response, while others were dissatisfied with it. This speaks to the inconsistent quality of the support.
Solution
Solution
We suggested implementing 4 layers
of support automation:
We suggested implementing 4 layers of support automation:
Self-service
The customer deals with
the chatbot autonomously.
Assisted
If a person can’t figure it out on his own, technical support helps via chat or phone call.
Proactive
Chatbot guides the customer through to the next steps, the operator gets involved in problematic dialogs and collects feedback.
Predictive
The chatbot predicts possible user problems and proactively connects the agent. AI is used for prompts and autocompletion.
Self-service
The customer deals with the chatbot
autonomously.
Assisted
If a person can’t figure it out on his own, technical support helps via chat or phone call.
Proactive
Chatbot guides the customer through to the next steps, the operator gets involved in problematic dialogs and collects feedback.
Predictive
The chatbot predicts possible user problems and proactively connects the agent. AI is used for prompts and autocompletion.
We wrote a detailed roadmap and broke down
the implementation into stages:
We wrote a detailed roadmap and broke down the implementation into stages:
Implementation period: one and a half to two years
Cost of implementation: $300,000 – $500,000
Implementation period:
Оne and a half to two years

Cost of implementation:
$300,000 – $500,000
Risks and Solutions
Risks and Solutions
We calculated the possible risks and their impact on the further development of the project. Our top of the most probable and influential were (a) a prolonged crisis due to the current world situation (pandemics and lockdowns), (b) political changes, (c ) return of customer support to the home countries of business from cheaper offshores due to the development of technology and automation. We have suggested possible mitigation solutions for each of 3 risks.
We calculated the possible risks and their impact on the further development of the project.

Our top of the most probable and influential were (a) a prolonged crisis due to the current world situation (pandemics and lockdowns), (b) political changes, (c ) return of customer support to the home countries of business from cheaper offshores due to the development of technology and automation.

We have suggested possible mitigation solutions for each of 3 risks.
Business benefits
Business benefits
Owning your own product will help create a competitive edge
1
Ability to scale support
quickly and efficiently
2
Functionality will help increase conversions from different segments and increase market share
3
Automated support and high quality customer service will increase the LTV of customers and the likelihood of upsales of additional services
4
Owning your own product will help create a competitive edge
1
Ability to scale support quickly and efficiently
2
Functionality will help increase conversions from different segments and increase market share
3
Automated support and high quality customer service will increase the LTV of customers and the likelihood of upsales of additional services
4
Championship results
Championship results
Our solution scored 68.4 points, we got the “silver” 2nd place.
The jury noted the depth of immersion into the client’s business, as well as the detail of the proposal, good analysis and practical well-grounded plan.
Our solution scored 68.4 points, we got the “silver” 2nd place.

The jury noted the depth of immersion into the client’s business, as well as the detail of the proposal, good analysis and practical well-grounded plan.
The guys focused on the case of accelerating support and showed a deep dive into the problem – they talked to different categories of clients, found their pains, looked at trends and talked with experts. They immersed into Osome’s product, looked at all the services and prices, and elaborated on the company’s plans to expand geographically. Compiled the CJM of a new user, walked the path themselves and detailed the problems along the way.
Alexander Brovko
CPO, Webinar.ru
This case was based on good analysis, with clear and consistent conclusions.
I really liked the accurate interpretation of the current product research. The step back feature looks very valuable for improving the product "here and now.”
The suggestion of calculating the "happiness index" of the client is interesting. Complementing the quantitative assessment of the operator’s work with qualitative metrics - this is, from my point of view, very important; this is the direction we are going in customer service of our company.
Mikhail Tanskii
СЕО, Huntflow
One of the best solutions in terms of elaboration. I liked that there is a roadmap and it looks really realistic. I would also like to highlight the MVP, providing for the results in just 4 months, it is also very important in such projects.
Sviatoslav Vasilev
СРО, JivoSite
A very comprehensive work. I liked the in-depth elaboration of the main OSOME product - the chat bot, and its development. Potentially a lot of ideas can be taken into development right away.
Aleksei Pelevin
СЕО, Pravo Tech

The guys focused on the case of accelerating support and showed a deep dive into the problem – they talked to different categories of clients, found their pains, looked at trends and talked with experts. They immersed into Osome’s product, looked at all the services and prices, and elaborated on the company’s plans to expand geographically. Compiled the CJM of a new user, walked the path themselves and detailed the problems along the way.

Alexander Brovko

CPO, Webinar.ru

This case was based on good analysis, with clear and consistent conclusions.

I really liked the accurate interpretation of the current product research. The step back feature looks very valuable for improving the product "here and now.”

The suggestion of calculating the "happiness index" of the client is interesting. Complementing the quantitative assessment of the operator’s work with qualitative metrics - this is, from my point of view, very important; this is the direction we are going in customer service of our company.

Mikhail Tanskii

СЕО, Huntflow

One of the best solutions in terms of elaboration. I liked that there is a roadmap and it looks really realistic. I would also like to highlight the MVP, providing for the results in just 4 months, it is also very important in such projects.

Sviatoslav Vasilev

СРО, JivoSite

A very comprehensive work. I liked the in-depth elaboration of the main OSOME product - the chat bot, and its development. Potentially a lot of ideas can be taken into development right away.

Aleksei Pelevin

СЕО, Pravo Tech


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