Supernova Award Category
The Problem
[SPECIAL NOTE: THIS AWARD SUBMISSION STILL REQUIRES AUDIBLE, INC. LEGAL & PR APPROVAL BEFORE ANY INFORMATION IS TO BE MADE PUBLIC.]
Our customers contact us for many reasons. In many cases, customers are already empowered to resolve their issues on their own. However, the level of customer effort required was high enough to drive them to contact us rather than seek a self-service solution. Nobody wants to go through a great deal of effort to enjoy a product or service. We had to improve the experience by lowering the effort.
The Solution
We needed to partner with a vendor that has the same goal as us: customer experience effort reduction. The technology solution needed to be agile, global, and mobile. By partnering with Oracle, we found a solution that provided a foundation with which to build a solid self-service platform for our customers to easily serve their needs and answer their questions.
The results
The team effort to revitalize the Help Center included a complete redesign of the experience to improve usability and refresh of the visual design as well as re-architected and rewritten articles from the ground up. Further, we launched a new mobile web experience and integrated Help into all of Audible’s apps (iOS/Android/Windows).
Metrics
The hypothesis that making it easy for customers to self-service drives happier customers has been confirmed in all of our metrics so far, with global traffic to help center +100% YoY, article effectiveness ratings growth of +60%, a -9% reduction in contacts, and a global FAQ Effectiveness rating of 64% (industry average is 45%).
The Technology
Oracle - Service Cloud
Disruptive Factor
As a Customer Service organization, one could argue that driving customers to contact you LESS goes against self-preservation instincts. Reducing customer effort by providing more self-service options, including canceling your own membership, is a significant step for any subscription-based organization. Putting the power into the customer's hands while simultaneously making it easy for them changes the status quo for many organizations like ours. As an industry leader, we owe it to our customers to make it easy to get help, find the solution, and self-solve. As we all know the allure of grocery store self-checkouts all too well, so why stop there?
Shining Moment
Oracle honored our efforts to improve the Audible Help Center by giving us the 2016 Game Changer award. This award recognizes the most improved experience over the past 2 years.