Remote call centre
This project addresses the challenge of managing high-value leads at Blox, where 80% of revenue comes from call center leads. Despite that, these leads were not receiving required attention, leading to missed revenue opportunities. The project focuses on identifying and resolving inefficiencies in the current system to ensure that high-value leads are prioritized and effectively managed, thereby improving conversion rates and maximizing overall revenue.
Duration
Jan - June '24
Company
Blox.xyz
My Role
Product Designer
Background
Blox.xyz is a prop-tech company that provides first end-to-end digital home-buying platform, in India. Through digitization, Blox aims to create a robust and holistic process to cater to the buyer's needs.
Blox's sales team uses an application to manage leads which comes from the given sources, including digital marketing, walk-ins, and call centers. Call centre leads made up about 50% of the total leads, but generate around 80% of the overall revenue. Business see potential scope of growth in this area and needed to allocate more workforce to manage call center leads.
My Role
As the Product Designer, I was tasked with gathering requirements, conducting research, performing market analysis, analysing data, designing workflows, and creating pixel-perfect visual representations of the product.
I collaborated with a Senior Designer, Project Manager, Frontend Engineers, and Quality Assurance (QA) specialists to ensure a seamless workflow and the successful delivery of the project.
Understanding the Problem
Key Challenges
The business objective was to develop a comprehensive end-to-end solution for efficiently managing high-value leads from the call centre. Additional associated goals include:
The business needed to scale RMs’ capacity without sacrificing quality.
More opportunities for RMs to earn incentives
Poor communication skills or rapport building skills were affecting business largely.
How might we enable RMs to seamlessly manage high-potential call center leads, so they can maximize lead conversion and improve customer engagement efficiently?
User Interview
User interviews were held with both stakeholders, including sales leadership, and with relationship managers (RMs). The aim was to gain a deep understanding of their goals, needs, and challenges, providing valuable insights to enhance the lead management system.
Stakeholder Interview
I conducted in-depth interviews with the business team to uncover their strategic goals and metrics of success. They emphasized the importance of focusing high value leads, high lead conversion and the need for scalable solutions that would allow RMs to operate remotely as call center executives.
User Interview
To gain empathy and insights into the RM’s day-to-day tasks, I organized interviews with current RMs. My key goal was to understand:
Their workflow for managing leads.
Pain points when engaging with customers.
Challenges faced during follow-ups and lead validation.
Key Insights
On pondering over, some direct and indirect question answers, key insight that came across were:
Overload of Leads: RMs struggled to prioritize high-potential leads amidst a flood of incoming leads.
Rapport Challenges: Building trust and rapport with customers was critical for conversions but difficult to do consistently.
Competitive Analysis
A comprehensive analysis was conducted to evaluate the current offerings of market competitors, focusing on their strengths and weaknesses. As Eleanor Roosevelt stated, "Learn from the mistakes of others. You can't live long enough to make them all yourself."
Anarock, a real estate firm has RM app,
Their app has an in-app dialler to call the customers
A clear pipeline to show the call dispostion
Godial is a webapp that allows user to initiate calls from the system
Let’s user mark call disposition
Managers can track performance
Users can login-logout through the app
A webapp that provides user ability to call
AI generated suggestion for the user to continue the call and build rapport
Keeps the calls record for future reference
Managers can use good calls for training purposes
Key Insights
Over competetive analysis, it was gathered that
Overload of Leads: RMs struggled to prioritize high-potential leads amidst a flood of incoming leads.
Rapport Challenges: Building trust and rapport with customers was critical for conversions but difficult to do consistently.
User Journey
A comprehensive analysis was conducted to evaluate the current offerings of market competitors, focusing on their strengths and weaknesses. As Eleanor Roosevelt stated, "Learn from the mistakes of others. You can't live long enough to make them all yourself."
User flow
Made on Figjam
Final Design
Seamless Navigation
Implemented a horizontal scroll feature for the lead pipeline, allowing RMs to easily view the status of each lead and plan their next steps efficiently. This design ensures that all relevant information is accessible at a glance, improving workflow and reducing navigation time.
Visual cues
Leads with a budget of more than $2 million are highlighted with dark-coloured cards, to help RMs quickly identify and prioritize high-value leads, ensuring they receive the necessary attention and resources.
Lead Data & Social Media Integration
Display comprehensive lead data along with corresponding social media profiles for verification, providing RMs with additional context for targeted communication and better rapport building.
AI-Driven Conversation Support
Provide RMs with AI generated potential questions and conversation tips to enhance their interactions with leads. It is to support clear and effective communication, ultimately improving engagement outcomes.
AI/ML Support
Using AI/ML to generate lead scores based on the conversations between leads and RMs. This scoring system helps RMs prioritize their efforts and focus on the most promising leads.
Transcriptions & Notes
Automatically fetch and display notes from call transcriptions. This feature ensures that important details from conversations are easily accessible, enabling RMs to make informed decisions and follow up effectively. This will further used to train RMs.
Impact
Overall impact of this update was generated on the basis of first 3 months of usage
~8%
Increase in user engagement by using personalised approach in building rapport
~13%
Increased conversion rate as RMs were better equipped to prioritise and nurture leads effectively, resulting in more conversions and revenue growth.
~27%
Improved data efficacy - Data coming to CRM is now streamlined and updated.
What's Next
Lead Gen was a major stepping stone for RM app revamp
Lead Categorisation to be done on the basis of BPCL- Budget, possession, configuration and location.
Gamification - from RM’s overall performance as well as lead gen performance
Call recording and transcription to be used for training purposes
My journey
Working with cross-functional teams and constant discussion help the team to be on same page.
Defining goals and understanding of business model helped us build better.
One of the major learning during the process was, "AI is here to help us"
Let’s build together
Lead Generation - Optimizing AI-Driven System
This project focuses on enhancing Blox's lead management system to prioritize high-value leads from call centers, which constitute 50% of total leads but generate 80% of overall revenue. By integrating AI-driven features, we aim to streamline lead prioritization, improve RM efficiency, and increase conversion rates. Key enhancements include intuitive navigation, automated lead scoring, social media integration for lead verification, AI-powered conversation tips, and real-time feedback through voice analysis. These improvements are designed to ensure high-value leads receive the attention they deserve, ultimately maximizing revenue and optimizing overall lead management.
Duration
Jan - June '24
Company
Blox.xyz
My Role
Product Designer
Blox.xyz is a prop-tech company that provides first end-to-end digital home-buying platform, in India. Through digitization, Blox aims to create a robust and holistic process to cater to the buyer's needs.
About Blox.xyz
Background
Blox's sales team uses an application to manage leads which comes from the given sources, including digital marketing, walk-ins, and call centers. Lead volume is around 200k. Call centre leads made up about 50% of the total leads, but generate around 80% of the overall revenue. They are also the primary source of high-value leads. However, leads were properly not nurtured, leading to significant losses in potential conversions and revenue.
My Role
As the Product Designer, I was tasked with gathering requirements, conducting research, performing market analysis, analysing data, designing workflows, and creating pixel-perfect visual representations of the product.
I collaborated with a Senior Designer, Project Manager, Frontend Engineers, and Quality Assurance (QA) specialists to ensure a seamless workflow and the successful delivery of the project.
Business Goal
The business objective was to develop a comprehensive end-to-end solution for efficiently managing high-value leads from the call centre. Additional associated goals include:
Increase Conversion Rates: Enhance the effectiveness of Relationship Managers (RMs) by targeting high-potential leads more strategically.
Improve Lead Management: Leverage Blox's AI/ML capabilities to automate lead assignment and engagement, thereby increasing accuracy.
Boost Productivity: Equip RMs with tools to streamline their workflow and enhance the efficiency of lead verification processes.
Enhance Data Quality: Integrate social media profiles to improve lead verification and ensure greater data accuracy.
Competitive Analysis
A comprehensive analysis was conducted to evaluate the current offerings of market competitors, focusing on their strengths and weaknesses. As Eleanor Roosevelt stated, "Learn from the mistakes of others. You can't live long enough to make them all yourself."
Interview
User interviews were held with both stakeholders, including sales leadership, and with relationship managers (RMs). The aim was to gain a deep understanding of their goals, needs, and challenges, providing valuable insights to enhance the lead management system.
Key Insights
On pondering over, some direct and indirect question answers, key insight that came across were:
Revenue Impact: 80% of Blox's overall revenue comes from call center leads that is 50% of overall leads.
Lead Value: High-value leads ( > $2.5 Mn ) require immediate attention and prioritisation.
Cold Calling: A structured approach and targeted lead assignment is required to improve cold calling effectiveness. This will help RMs to improve their efficiency.
Verification: Integrating social media profiles can enhance lead verification and data accuracy.
AI Assistance: AI-driven suggestions and voice analysis can boost RM performance and lead engagement.
Constraints
Leadership envisioned this module as a stepping stone for the revamp of the RM app.
The proposal suggested extending the use of the lead generation module to include both RMs and call centre executives.
On the basis of above reasons, decision was made to build a seperate module.
Impact
Overall impact of this update was generated on the basis of first 3 months of usage
My Journey
Working with cross-functional teams and constant discussion help the team to be on same page.
Defining goals and understanding of business model helped us build better.
One of the major learning during the process was, "AI is here to help us"
Solution
A straightforward and effective solution to the problem was to apply filters for call center leads and high-budget leads.
How might we improve the handling and management of call center leads to ensure they receive the necessary attention and prioritization?
How might we improve the handling and management of call center leads to ensure they receive the necessary attention and prioritization?
Anarock, a real estate firm has RM app,
Their app has an in-app dialler to call the customers
A clear pipeline to show the call dispostion
Godial is a webapp that allows user to initiate calls from the system
Let’s user mark call disposition
Managers can track performance
Users can login-logout through the app
A webapp that provides user ability to call
AI generated suggestion for the user to continue the call and build rapport
Keeps the calls record for future reference
Managers can use good calls for training purposes
Interview with stakeholders
Interview with Users (Relationship Managers)
Interview with Users (Relationship Managers)
Made on Figjam
User flow
Final Design
Seamless Navigation
Implemented a horizontal scroll feature for the lead pipeline, allowing RMs to easily view the status of each lead and plan their next steps efficiently. This design ensures that all relevant information is accessible at a glance, improving workflow and reducing navigation time.
Visual cues
Leads with a budget of more than $2 million are highlighted with dark-coloured cards, to help RMs quickly identify and prioritize high-value leads, ensuring they receive the necessary attention and resources.
Lead Data & Social Media Integration
Display comprehensive lead data along with corresponding social media profiles for verification, providing RMs with additional context for targeted communication and better rapport building.
AI-Driven Conversation Support
Provide RMs with AI generated potential questions and conversation tips to enhance their interactions with leads. It is to support clear and effective communication, ultimately improving engagement outcomes.
AI/ML Support
Using AI/ML to generate lead scores based on the conversations between leads and RMs. This scoring system helps RMs prioritize their efforts and focus on the most promising leads.
Transcriptions & Notes
Automatically fetch and display notes from call transcriptions. This feature ensures that important details from conversations are easily accessible, enabling RMs to make informed decisions and follow up effectively. This will further used to train RMs.
What's Next
Lead Gen was a major stepping stone for RM app revamp
Lead Categorisation to be done on the basis of BPCL- Budget, possession, configuration and location.
Gamification - from RM’s overall performance as well as lead gen performance
Call recording and transcription to be used for training purposes
~8%
Increase in user engagement by using personalised approach in building rapport
~13%
Increased conversion rate as RMs were better equipped to prioritise and nurture leads effectively, resulting in more conversions and revenue growth.
~27%
Improved data efficacy - Data coming to CRM is now streamlined and updated.
Let’s build
together
Let’s build together
Deepti Sethi