Virgin Media CRM application
The Virgin Media UK Integrated agent desktop application is a strategic, customer-focused tool designed to unify customer information across multiple business applications, delivering an Omni-channel experience. This application is utilized by over 7,000 contact center agents worldwide and retail shops across the UK. By providing a cohesive view of customer data, the platform enhances the interaction between agents and customers, significantly improving Net Promoter Score (NPS) and First-Call Resolution (FCR). The guided call experience offered by the application empowers agents to deliver efficient, personalized service, ultimately elevating customer satisfaction and operational efficiency.
Reading, United Kingdom
Telecommunications
2,000+
Role
As the Lead UX/UI Designer at TCS for Virgin Media UK, I was responsible for designing the Integrated Agent Desktop application and various business applications within it, which are used by over 7,000 agents globally. My role involved leading projects, managing a team of designers, and collaborating closely with stakeholders, business analysts, product managers, and IT teams using Agile methodologies. I was also tasked with delivering comprehensive UX assets, including research, information architecture, and user-centric designs.
Challenge
The application had to be intuitive and user-friendly to improve Net Promoter Score (NPS) and First-Call Resolution (FCR), which required balancing complexity with simplicity. Overcoming these challenges was essential to deliver a robust solution that enhances agent productivity and customer satisfaction.
Results
The seamless design and implementation of the Integrated Agent Desktop application provided agents with access to all necessary customer data on a single platform.
This efficient solution led to a significant 50% reduction in in-call transfers between teams. Additionally, it resulted in measurable improvements in key performance metrics, including a 6.1% increase in Net Promoter Score (NPS) and a 7% improvement in First-Call Resolution (FCR).
These enhancements not only boosted operational efficiency but also contributed to a more positive and cohesive customer experience.
6.1%
Net Promoter Score (NPS)
7%
First Call Resolution (FCR)
50%
Reduction in in-call transfers
Process
Discover: Involved a thorough understanding of the end-users, their pain points, and the business requirements. This phase kicked off with extensive stakeholder interviews, including contact center agents, retail staff, and business leaders, to gather insights into their daily workflows, challenges, and expectations.
Research & Analysis: This phase was dedicated to deep-diving into both qualitative and quantitative data to gain a comprehensive understanding of user needs, pain points, and the broader business context. This involved shadowing agents during live calls to observe their interactions with the current tools and to understand the complexities they faced. The insights gained from these activities informed the creation of personas, representing different types of users, each with unique needs and goals.
Define: It became evident that agents were struggling with inefficiencies caused by navigating multiple systems to access customer information, leading to increased call handling times. As a result, agents require a unified, intuitive system that integrates various customer information sources, consolidating all necessary customer data onto a single platform.
Information Architecture: Focused on structuring the content and data flow for the Integrated Agent Desktop application. This involved mapping out the most efficient and logical way to present customer information, ensuring agents could easily access the data they needed without unnecessary navigation. We designed a clear hierarchy, categorizing different types of customer information and aligning it with the agents' workflow. The goal was to create an intuitive interface that minimized cognitive load, reduced search times, and ultimately improved the overall efficiency of the application.
Wireframing & Prototyping: Translated the defined information architecture into tangible, interactive designs. Starting with low-fidelity wireframes, we focused on the layout and placement of key elements to ensure that the interface was both intuitive and aligned with agents' workflows.
Usability Testing: Conducted sessions with real users, allowing them to interact with the high-fidelity prototypes. We observed their interactions, identified pain points, and gathered valuable feedback. This iterative process helped us refine the design, ensuring that the final product was both intuitive and effective in meeting the needs of the agents and improving the overall user experience.
Visual Design & Solution: The visual design aimed to streamline the user experience by consolidating all necessary customer data onto a single platform. We developed a cohesive visual language for the Integrated Agent Desktop application, including color schemes, typography, and iconography, to ensure consistency across the interface. This approach created a seamless, intuitive interface that enhanced the efficiency of the contact center agents and supported a more effective workflow.
“ The redesign Virgin Media UK Integrated Agent Desktop application effectively encapsulates the core needs of our agents and customers, aligning with our strategic objectives and organizational values ”