Designing a path to self-sufficiency
Driving Satisfaction Through Autonomy
about the product
Bees Bank is a B2B digital account offered by the Ambev Group. In addition to standard digital banking services, it offers products such as POS systems, exclusive benefits for Ambev order payments, and its own payment method.
Problem
main goal
To decrease the Contact Rate by 50%
Many channels, little resolution
The project followed a fully data-driven strategy. To uncover the root of the problem, I conducted a comprehensive analysis of all customer communication channels, broken down by product, to identify usage patterns, pain points, and opportunities for improvement.
Main pain points
Based on the data analysis, I identified the most frequent and impactful issues reported by users. These pain points were consistent across channels and products, and played a key role in shaping the design and strategy moving forward:
01
Our WhatsApp channel was receiving a large volume of simple questions that were not being properly handled by the existing automation.
02
Several FAQ articles were consistently flagged as detractors, indicating that users either found them unhelpful or confusing.
03
The FAQ page had significantly lower access rates compared to both the number of active users and the volume of tickets submitted to support.
Outputs
After identifying customer's needs, we implemented a strategy focused on enhancing service automation, with an emphasis on self-service. I redesigned the entire decision tree for the new chatbot, conducted a benchmark analysis of other player's support experiences, and improved the usability of the FAQ by rethinking how users access and navigate it.
Additionally, I mapped and restructured key entry points across the app to ensure more intuitive access to support. This comprehensive approach not only empowers users to resolve issues independently, but also ensures faster and more efficient resolutions.
60%
Contact Rate decrease
34%
FAQ access increase
73%
of content detractos become promoters