Reducing dispute contact rates for CX agents by 90%
Product Manager, Engineers
Role
Product Design
At
Tamara
With
Overview
During the last quarter of 2024, we launched the in app dispute flow that allowed users to manually raise disputes in the Tamara app without having to reach out to our support agents. The release of this feature resulted in 90% decrease of contact rates to our CX agents for raising a dispute.
3 million tamara users
IOS and Android
Product design
Platform
Users
Key areas
Why cant we allow users to manually do this?
They usually call us and it takes a lot of time.
- Customer agent
The core issue
After raising a dispute, users frequently contact CX agents for status updates due to limited app visibility, increasing contact rates and user frustration.
Contacting Tamara before the merchant
After a purchase, Tamara has limited visibility into order delivery or condition. If a user is dissatisfied, CX agents escalate the issue to the merchant and await their response. To streamline this process, users should be directed to contact the merchant for order-related issues.
Lack of visibility of status of dispute
After raising a dispute, users frequently contact CX agents for status updates due to limited app visibility, increasing contact rates and user frustration.
Insufficient documents to support users claims
Users often contact Tamara support without sufficient documents, delaying CX agents' ability to assist efficiently.
How does success look like?
📉
Reduced contact rates
☺️
Improved user experience
Solutions
📉Reduced contact rates
When users raise a dispute and select order-related issues, they are given the option to contact the merchant directly. This highlights to users that reaching out to the merchant may lead to a faster resolution.
Users can easily raise a dispute directly within the app, eliminating the need to contact support through multiple channels for assistance.
☺️ Improved user experience
Users can view and track the status of their dispute at every step of the process, ensuring full visibility of the system.
📉Reduced contact rates
Clearly informing customers about the required documents for their dispute helps them identify what is needed and upload the files accurately without errors.
☺️ Improved user experience
IMPACT
After launching the in app dispute we reduced user contact rates regarding disputes by 90%. Almost all disputes are raised through the app.
Learnings
Designing this feature was a new challenge for me. In product development, success metrics usually, and rightly, center on the customer experience. However, in this case, taking an introspective look at the experience of our CX agents allowed us to identify process inefficiencies and develop solutions that delivered significant value to both employees and users and reduced business expenses.