Problem
Merchant attrition was a critical business problem for Groupon. Research showed 40% of merchants who left cited negative experiences with service and support as one of their top 3 reasons for attrition. This was compounded by 45% of Merchant Manager and Sales team time was being consumed by transactional support requests. The existing support mechanism of a "Contact Us" page with an email and phone failed not only in merchant support but place a large burden on merchant support resources. Leadership set targets to reduce merchant attrition by 10%, enhance TMSAT by 10%, and reduce support contact volume by 20%.
Results
I was tasked with the redesigning of the merchant support experience to enable self-service for the most common transactional requests. The final results reduced the burden on merchant support staff and ultimately improved merchant satisfaction and retention.
+17%
INCREASE IN TMSAT
-27%
DECREASE IN SUPPORT CONTACTS
+23%
INCREASE IN BOOKINGS
-23%
CONTACTS PER DEAL
How it happened
Login
Based on support data the existing login did not support the most common support requests. We added easy access to most common support topics and easy escalation through new support channels if needed.
Support and Contact
Feature Notification was prominent to insure new user adoption. Since mobile users where the most common platform, special attention was taken to engage and inform users of the new features upon login to the Merchant Center mobile experience. Escalation was also added so users were able to escalate there unanswered support request after 48hrs if they had not received a response.
