dveu16: unleashing customer support


Jordi RouraTechnical Digital Analyst, Schibsted

Unleashing Customer Support


Jordi RouraTechnical Digital Analyst, Schibsted

Jordi is a Technical Digital Analyst which means he finds technical solutions to business problems. Passionate on customer experience he loves everything data has to tell and isn’t afraid of getting his hands dirty if need be. He is also a renown cerevisaphile and has attempted to invade Russia.


About Schibsted

Schibsted Media Group is an international media group with 6900 employees in 30 countries. Our strategy to become a global leader within our fields is bold. It consists of three elements that work seamlessly together: Classifieds, Growth and Media houses.


This is not a Big Data talkBut a story of how data can be BIG


People want to do stuffPeople don’t browse your site or use your app by accident. If they arrive and are confused they:

• Browse randomly in the hope something will be familiar

• Give up and go somewhere else

• Run around in circles, screaming


Inspired? Or lost?If someone is not looking for inspiration, they are probably lost

• Can’t find what they are looking for

• Don’t know what to do when they find it


They can’t find what they are looking for

So we asked if we could help find it:

• Ran the experiment for 2 hours

• 5% of visitors requested help

• All of the people who requested help:

• Were VERY happy to receive help

• Requested help on other painful points in the user experience, providing VERY valuable feedback


They don’t know what to doWe asked them if we could help the contact the seller:

• Ran the experiment for 3 hours

• 1% of visitors used the chat

Of the people who requested help:

• 50% refused help

• 35% were interested, although most of them thought this was a faster way to contact the seller

• Experiment showed most people prefer to handle communication themselves. So communication methods must be improved


By removing the friction we can now be more agile in testing and become a lot closer to our people


So which was the better test?

• The first received very positive feedback

• The second was basically a nuisance


LISTEN


Thank you!

dveu16: unleashing customer support

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