Direct marketing service design flow
Marketing campaign customer journey and service design flow.
Even though the business and product team had a general understanding of touchpoints in the customer journey and loan origination process, many aspects still remained obscure. So, I took initiative in creating the initial service design flow draft and presented to the team for review and iterations.
My first responsibility was creating the initial service flow document in omnigraffle, and collaborating with head of product to flush out touchpoints and talk through potential friction points that might arise for the customer. Subsequent roles also involved producing task flows, wireframes and UI for credit counselors who would field incoming calls from customers..
Head of product, CTO, CEO, Designer
After discussions between business, development and product teams, we realized a few digital touchpoints that needed to be designed and developed:
“Embrace” landing page for mailer recipients who apply directly on the customer facing website
Mini CRM portal for credit counselors who handle incoming calls from mailer recipients
Service design flow - Draft
Service design flow - Final
Mini CRM partner portal
Customer service representatives needed to quickly look up customers that called in using the number on the marketing letter. Customer representatives also needed to talk through with the customer about the financial health, offer options for reduced monthly payments and most importantly, persuade customer into starting and completing an application.
Convert prospective customers
Gather as much financial data from prospective customer
Test loan models developed by data scientist
Ensure customer reps capture prospects data
Provide customer reps with clear path to starting an application with prospect
Increase the number of applications going into the system
Prospects search and contact history screen
Prospect details screen