Streamlining Customer Service at United Airlines Through Data Consolidation
Overview
Client: United Airlines
Project Duration: February 2018- December 2018
Role: UX Designer
Objective :United Airlines' mobile app was facing multiple challenges, including poor navigation, complicated booking processes, and low user satisfaction scores. The primary objective was to redesign the app from the ground up, focusing on user-friendliness, feature discoverability, and streamlined booking and check-in processes.
The Challenge
Enhancing the Customer Service Experience: United Airlines' Agent-Focused Solution
In the fast-paced world of aviation, customer service is paramount. However, United Airlines' customer service agents found themselves grappling with a multitude of challenges that hindered their ability to provide prompt and efficient resolutions to customer complaints. Critical data required to address these complaints was scattered across multiple legacy systems, forcing agents to toggle between various applications constantly. This lack of a centralized view made retrieving relevant information a time-consuming and frustrating process, leading to delays and inefficiencies in complaint resolution.
Recognizing the need for a transformative solution, United Airlines embarked on a strategic initiative to streamline its customer service operations. The objective was clear: improve the speed and efficiency of customer complaint resolution for agents, ultimately enhancing the overall customer experience.
United Airlines' customer service agents faced several pain points:
Critical data required to resolve complaints was scattered across multiple legacy systems
Toggling between systems led to delays and inefficiencies
Lack of a centralized view made retrieving relevant information time-consuming
Navigating a Labyrinth of Systems
United Airlines' customer service agents faced a daunting task. The data they needed to resolve customer complaints was fragmented across multiple legacy systems, each with its own interface and workflow. Agents found themselves constantly switching between applications, searching for crucial information buried within disparate platforms. This constant toggling not only led to delays but also increased the risk of overlooking critical details, potentially compromising the quality of customer service.
Moreover, the lack of a centralized view made retrieving relevant information a time-consuming and frustrating process. Agents often found themselves drowning in a sea of data, struggling to identify the most pertinent details amidst the clutter. This inefficiency not only impacted productivity but also contributed to agent dissatisfaction, as they grappled with the complexities of navigating a labyrinth of systems.
The Strategy: Consolidation and Streamlining
Strategy & Approach
Conducted needs assessment to identify bottlenecks in agent workflows
Designed a unified dashboard consolidating data from disparate sources
Piloted the dashboard solution to test effectiveness and get agent feedback
Recognizing the urgency of the situation, United Airlines embarked on a comprehensive strategy to overhaul its customer service operations. The first step was conducting a thorough needs assessment to identify the bottlenecks and pain points in agent workflows. This process involved extensive data gathering, including agent interviews, workflow analyses, and system performance evaluations.
Armed with a deep understanding of the challenges faced by agents, United Airlines' technology team designed a unified dashboard solution that would consolidate data from disparate sources into a single, user-friendly interface. This dashboard would serve as a one-stop-shop for agents, providing them with seamless access to customer information, flight details, compensation guidelines, and other critical data required for complaint resolution.
To ensure the dashboard's effectiveness, United Airlines conducted a pilot program, allowing a select group of agents to test the solution in a real-world scenario. This pilot phase provided invaluable feedback, enabling the technology team to refine the dashboard's functionality and address any potential issues before full-scale implementation.
Implementation
Developed dashboard integrating customer, flight, compensation data into one interface
Provided agents extensive training on using the new dashboard efficiently
Rolled out dashboard to all customer service agents after successful pilot
With the successful completion of the pilot phase, United Airlines commenced the implementation of the dashboard solution across its entire customer service workforce. The first step was the development of a comprehensive dashboard interface that integrated customer information, flight data, compensation guidelines, and other relevant data into a single, cohesive view.
To ensure a smooth transition, United Airlines invested significant resources in agent training. Agents received extensive guidance on navigating the dashboard, leveraging its features, and optimizing their workflows around the new system. This training not only equipped agents with the necessary skills but also fostered a sense of ownership and confidence in the new solution.
Once the training was complete, the dashboard was rolled out to all customer service agents, replacing the disparate legacy systems that had previously hindered their productivity. The transition was seamless, with agents quickly adapting to the new interface and reaping the benefits of consolidated data access.
Key Benefits for Agents
Streamlined access to case details, eliminating need to toggle between systems
Improved speed of resolving complaints by having all data in a single view
Increased average complaints resolved per hour from 2 to 7
Efficiency, Productivity, and Satisfaction The implementation of the unified dashboard solution yielded remarkable benefits for United Airlines' customer service agents. Perhaps the most significant impact was the streamlined access to case details. With all relevant information consolidated into a single interface, agents no longer had to toggle between multiple systems, eliminating the time-consuming and frustrating process of data retrieval.
This seamless access to critical information significantly improved the speed of complaint resolution. Agents could now focus their efforts on addressing customer concerns rather than wasting time navigating a labyrinth of systems. As a result, the average number of complaints resolved per hour soared from a mere 2 to an impressive 7, representing a remarkable increase in productivity and efficiency.
Beyond quantitative metrics, the dashboard solution also contributed to improved agent satisfaction. Agents no longer felt overwhelmed by the complexities of navigating multiple systems, fostering a sense of empowerment and control over their work. This positive impact on employee morale translated into enhanced customer service, as agents could approach each case with a greater sense of confidence and composure.
Learnings and Future Directions
The success of the dashboard solution underscored the power of data consolidation and streamlined workflows in enhancing customer service operations. United Airlines recognized the transformative impact of this initiative and embraced several key learnings:
Data consolidation dramatically improved agent efficiency and productivity, highlighting the importance of providing agents with seamless access to critical information.
Continuous optimization based on agent feedback is crucial to ensuring the dashboard's ongoing effectiveness and relevance.
Exploring AI-driven features, such as predictive case routing and automated response suggestions, could further augment agent capabilities and drive even greater efficiencies.
Building on these learnings, United Airlines is actively exploring avenues to expand the dashboard's functionality and leverage emerging technologies to further elevate the customer service experience. The airline recognizes that the journey towards excellence is never truly complete, and it remains committed to continuously innovating and adapting to the evolving needs of its customers and agents.
Conclusion
The implementation of the unified dashboard solution at United Airlines exemplifies the transformative power of technology in enhancing customer service operations. By consolidating critical data into a single, user-friendly interface, the airline empowered its agents to provide prompt and efficient resolutions to customer complaints. The remarkable increase in productivity, coupled with improved agent satisfaction, underscores the profound impact of streamlining workflows and simplifying processes.
As United Airlines continues to navigate the ever-changing landscape of customer service, the success of this initiative serves as a testament to the airline's commitment to excellence. By embracing innovation, leveraging technology, and prioritizing the needs of both customers and agents, United Airlines has set a benchmark for the industry, redefining what it means to deliver exceptional customer experiences.