The Digital Concierge App


The WEB APP that grows with the customer – A new product thinking

I worked for a leading global concierge company which offers premium experiences for millions of customers of the world’s leading financial institutions.

 

The challenge

They wanted to reduce the number of calls made by their  ‘Lifestyle Managers’ and increase the number of active users on their digital platform. The concierge digital platform (as it was first conceived) couldn’t provide the same trusted service as Lifestyle Managers working over the phone.

Data Analysis

The previous platform data dashboard shows the drop off in the booking summary or checkout page.

 

 

Interviews and focus group

 

I ran interviews with focus groups to understand the context and their needs, and then I conducted user testing on the existing platform. I mapped opportunities of what customers wanted from a concierge service, and the pain points from the testing.

The concierge customers profile needs:

• Save their precious time

• They like to be in the know

• They like too receive suggestions

• They want trusted recommendations

 

 

 

Proposal solution

 

The platform should be able to do anything a Lifestyle Manager could, anytime, anywhere. It should be able to replace the previous model – where the user has to speak to a Lifestyle Manager – with a platform, thus creating more customer interactions.

 

In the Chat experience, the content is adjusted to the questioner’s needs. We want to direct the customer to make their best choice, based on personalised suggestions. In the Talk experience, customers can choose their trusted Lifestyle Manager. In the Discovery experience customers can get inspired, see up-coming events and they can re-book restaurants and hotels.

 

 

 

 

 

 

HSBC Branding

 

 

Measure the success 

We reduced the drop off from 35% to 15% in the entertainment module with an improvement of general member satisfaction of 45%.

 

We measured calls arrival rate, with this metric, the organization assess how many incoming calls their call centre receives in a set time frame and the we also measured the Cost Per Call (CPC). To calculate the average cost per contact, the total cost associated with operating the business is divided by the total number of contacts handled.