Redesign - O2 Customer Care Telephone System (IVR)

A key component of O2’s customer care is their self service telephone system. With the vast amount of customers that O2 need to support, an efficient and effective system is crucial. Self service greatly reduces costs to the company and good customer experience of the system supports the O2 brand.

Frontend evaluated O2’s Interactive Voice Response (IVR) phone channelling service and redesigned it to improve effectiveness, efficiency and customer satisfaction.  

As an Initial starting point we conducted task based testing with representatives of the target user base. Users were asked to solve several specific problems by calling the O2 Customer Care number. Research uncovered key interaction design issues that were prompting users to push through to the CSR - even though a self-service option was available. In particular poor menu design and a lack of navigational control were key problems.

Frontend redesigned the menu map to address all issues identified. The result was an improved service both in terms of effectiveness and customer experience.