Call Center CRM Application

Company
Molina Healthcare
Product
Customer Experience
Product Overview
The Call Center CRM application is an internal application where call agents manage all member/provider interactions. It also acts as a one-stop shop for member & provider data. The application is split into two modules: Interaction and Member Profile.
The problem we're solving is:
Current experience does not effectively support call agents in completing their top tasks. Integration with the CTI (computer-telephony integration) solution which allows real-time connectivity with telephony systems does not currently exist.
Product Goals
  • Provide an efficient way of capturing and retaining notes made by call agents as well as easy access to prior agents' notes during transfers
  • Reduce textual clutter and improve readability
  • Update UI to be more intuitive and organized
  • Provide context-sensitive notes during call tracking
  • Eliminate horizontal scrolling & reduce vertical scrolling
  • Reduce the amount of navigation throughout the application
Project Requirements
General requirements were received from the project manager. I was also able to interview a couple of call agents to go over the current application, their pain points, and to gain a better understanding of their workflow. After gathering this feedback, I began working on designs for the Interaction and Member Profile modules while continuously reviewing them with the call agents to ensure the new experience was intuitive for them, contained the necessary features they needed to complete their tasks, and displayed relevant information about members and their providers.

- Interaction Module -

Within the current CRM application, call agents use the Interaction module when handling calls, which require them to be able to quickly look up applicable call transfer notes, understand the member's request, and efficiently handle their request. Therefore, it was imperative to design an intuitive experience that limited the the amount of clicks and screens an agent has to go through and as a result, lowering their Average Call Handle Time (ACHT).
Interaction Module Prototype
While the existing process definitely helps agents complete tasks in a step-by-step process, there could be further efficiencies achieved by minimizing the number of screens traversed and the number of non-data entry related clicks. I critically assessed each of these areas to see what changes could be made to improve the usability of the CRM application while retaining all of the functionalities that the current CRM offers.

After finalizing the Interaction module designs with the project manager and call agents, I created a video to compare the number of clicks and screens an agent has to go through in both experiences to demonstrate the new experience's potential to lower an agent's ACHT. Overall in the new design, the number of clicks has been reduced to 3 non-data entry clicks and the screen navigation is reduced by 50% due to a single screen UI approach.
- Comparison of current vs. new experience for Interaction module -

- Member Profile Module -

During my interviews, I noticed that all agents had a dual-monitor setup. One monitor was dedicated to the CRM application, while the other was used to pull up external documentation. One major pain point all agents brought up was having to exit out of the Interaction module when looking up member information within the current experience. Progress made in the Interaction module was not always saved, forcing the agent to restart their progress that not only increases their ACHT, but also causes frustrations among all parties.

The Member Profile module is an entirely new section of the CRM application that allows call agents to access a member's information while assisting them on a call. When an agent searches for a member in the Interaction module, the Member Profile module will automatically open in a secondary window.
Member Profile Module Prototype
The module separates member data into multiple sections that can be accessed via the side navigation menu. The center content area updates based on an agent's selection in the navigation menu. The member profile section on the right is persistent and contains information such as a member's demographic information, enrollment status, etc. When designing this section, a big factor that went into what member data should be displayed came from my interviews with the call agents. All data that agents frequently searched for during a call are displayed in this section.

The Dashboard page of the CRM application was also updated to become a role-based experience for call agents and supervisors with three key elements:
  • Visual display of a supervisor’s team members chart
  • Open Activities and Team Performance
  • Learning Center and Bulletin Board
Call agents and supervisors will be able to view all open activities assigned to them. However, only supervisors are able to access team-related information such as the team's open activities, call agent information, and team performance. The right side of the Dashboard page focuses on displaying important notifications and housing a support center where agents can learn about new features or ask questions using the Support Chat feature.
- Walkthrough of CRM application redesign -
Overview of CRM application redesign:
  • Utilized the dual screen setup currently used by agents, allowing them to access relevant information and complete requests at the same time
  • New UI design stores all call tracking data and agent notes, which can be accessed by agents at any time
  • Call documentation templates are assimilated into the CRM application to eliminate the use of external applications such as Microsoft Word and Excel
  • Sufficient space is given to capture notes
  • Brings in information from digital channels for display
  • Reduced tabular display of content to minimize information clutter
  • Increased usage of intuitive symbols representing actions and system responses throughout application
  • Redesign is intuitive and requires minimal training for agents to learn how to use it
  • All interaction and workflow details are available in one screen
  • Number of clicks reduced by at least 35% - 40%. Will reduce the AHT (Average Call Handle Time) substantially
  • Addition of agent resources available from within the CRM application
  • Implementation of responsive design eliminates horizontal scrolling and automatically reorganizes UI elements based on screen size
After the new CRM application designs were finalized, I presented to leadership and the Customer Experience team that focused on walking them through the new experience while explaining my design process for each module.

Due to a lack of development resources, I was also tasked with providing the front-end code for both CRM modules and worked with our backend developers to pull data from the CRM database into the new experience.
Let's chat - hello@kathyma.design
linkedindribbble