How I
Manage challenging
stakeholders
Implementing designs requires buy-in from multiple stakeholders. This could be the CEO, Finance, Policy, and Customer Services. Not all of them have experience with user-centred design, which can make them resistant to change.
Customer services view of older customers…
Stereotype view that was held by key stakeholders
Challenges
🔶 Brought into Wheatley Group during a digital transformation
🔶 Digital team had no experience in designing products or services
🔶 Leadership focused on procuring third-party digital solutions before understanding user needs
🔶 Project managers worked with unvalidated requirements
🔶 Director of Customer Services was highly resistant to redesigning the customer portal or implementing new training, fearing job losses.
🔶 Minimal technical support or signposting for the customer portal existed.
My approach
🧲 Engaged directly with call centre staff at all levels to understand their concerns.
🧲 Identified that fears were driven by job security and lack of digital training.
🧲 Explained that:
⛽️ Customers preferred digital for simple tasks but still needed human support for complex issues.
⛽️ Digital services would improve workflow, reducing repeat calls and increasing efficiency.
⛽️ Live chat would still require human support.
⛽️ Cost savings could be reinvested into staff training and career development.
🧲 Invited range of customer service staff to observe a remote user interview with older customers.
⛽️ They were surprised to learn that even older users wanted digital options for convenience.
Outcomes
🎱 Changed perceptions of digital services within customer services.
🎱 Reduced friction between the design team and Head of Customer Services
🎱 Increased stakeholder buy-in, leading to smoother implementation.
Lessons learned
☄️ Engage customer services stakeholders earlier to better understand their fears.
☄️ Gather insights on how customers interact with other customer services, to help identify further improvement opportunities.