The Challenge:
The client was experiencing high volumes of avoidable customer and B2B contacts across its omnichannel support operation. Poor visibility of root causes, fragmented self service journeys, and inconsistent experiences across digital and in store channels were driving repeat contact and reduced CSAT.
Key challenges included:
- High levels of avoidable B2B contact
- Reduced CSAT and customer confidence
- Poor online and in store customer experience
- Increasing cost to serve driven by unnecessary contact
The organisation needed to understand how customers were using support channels, identify friction points, and redesign journeys to shift demand toward more efficient self service options without damaging experience.
Our Solution:
ResultsCX worked with the client to re engineer support processes using detailed analytics and root cause analysis. The team analysed self service performance, mapped customer and agent pain points, and identified the key drivers of unnecessary contact.
Based on this insight, ResultsCX:
- Conducted root cause analysis of self service issues
- Identified the main contact drivers for customers and store agents
- Redesigned and enhanced self service journeys for internal and external users
- Collected actionable improvement data to inform internal technology teams
- Ensured changes were aligned across digital, retail, and B2B touchpoints
This structured, insight driven approach enabled the client to make targeted improvements that reduced friction while improving accessibility and clarity for customers.
The Results:
The changes delivered clear improvements across customer experience, contact volumes, and operational cost.
- 30% reduction in overall customer contact volume
- 20% reduction in B2B contact volumes
- Increased adoption of highly efficient self service channels
- £150k monthly savings delivered in support costs
- Improved customer experience and support effectiveness across channels
The engagement helped the client reduce avoidable demand, improve satisfaction, and establish a more efficient, scalable support model aligned to long term customer and commercial goals.