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Future of customer self service

Progress 30%
Timeline 16 week
Due December 2017
Owner Migri Customer Service Unit

The Understand Phase of the project was intense, starting with interviews and discussions with many stakeholders. We used a Lean Canvas to define the  challenge as well as understand a solution’s impact, stakeholders and unique value proposition.

A value articulation canvas helped us to prioritise and articulate the different areas. We would all take turns in ‘pitching’ – by having to keep it short and to the point, we pin-pointed key areas.

A co-creation workshop was held for a large group of stakeholders. We built personas for each customer segment and noted down their needs and wishes in a user journey map.

Together we evaluated which needs could be met by the customer self-serving. Before ideating more, we shared some inspirational examples of how technology has been used in customer service challenges across industries – this helped everyone imagine beyond their own skillset.

In September 2017 we ran a workshop in Kuhmo (Finland) with our customer service experts. Together we prioritised the dialogues that a chatbot could have with our customers and we defined the personality of the bot.

The Vision Phase makes us verbalise the whos, the whys and the hows. A documented vision gives all stakeholders a clear understanding of shared goals and what is needed to reach them.

by 2020 – customer service is 90% self served


Generic advice
Tracking my case
Understanding my options


Challenging / Special cases
Critical / Emergency cases
Physical presence is necessary (Identification)
High limitations (illiteracy etc)

what’s needed to reach the vision


Most of the customer support cases are simple queries and could be solved with smart self service solutions offered in all customer service channels – providing accurate information without waiting time.


Customers will also receive proactive communication and have an easy way to track their case progress in all self service channels – relieving anxiety and radically decrease the number of support calls.


Instead of website navigation 
bars, self service solutions with conversational user interfaces are brought to all customer service channels to provide natural communication – increasing the understandability and building trust


Self service solutions learn over time serving the customers with more accurate answers – also supporting when there’s a need to bring over a human personnel to the conversation.

the role of customer service personnel will change


Giving general information and answering case progress enquiries.


Assisting in complex cases using the bot as a tool and source of information.
Taking part in product development.


Helping in AI development work and validating the actions / knowledge-base of a service that keeps adapting to needs.
Handling complex inquiries.

making real measurable things that create some value are better than high ideas that may produce none.

In the Make phase we start building and prioritizing ideas for the first pilot.

Co-design work done in Kuhmo with customer service experts answering the phone

Creating solutions for their challenges

User testing on real device

Prioritising and clustering user need findings to create consistent content hierarchy and define the pilot

Creating conversation flows to see how users may navigate the conversation

Co-design with customer service experts working on the phone line was key to understand the personality of the bot. Research on the soft elements, such as how the bot would address our clients defines the type of interactions that we are creating.