Sam’s Club Help Center was not very effective in meeting the needs of its user base.

• Members depended more on chat, phone calls and emails for member support services
• Broken links & redundant content made it difficult to access its knowledge base
• mweb user experience was not consistent with the desktop Help Center website

Success criteria

Release 1 (July)

• Increase self-help rate from 35% to 45%
• Decrease CTR to Contact Us (email+phone+live help) from 20% to 15%

Release 2 (August)

• Increase self-help rate from 45% to 60%
• Decrease CTR to Contact Us (email+phone+live help) from 15% to 10%

In a highly competitive marketplace, differentiation is vital and an enhanced customer experience would move the current portal to the next level of customer and business maturity. 

The approach recommended to address this included 

• Identify opportunities for improvements
• Implement a User Experience Design Strategy
• Usability and system process analysis in conjunction with business stakeholders
• System study and analyze user interactions, task flows, workflows and processes and analyze productivity issues across all the scenarios
• Benchmarking on best practices and industry standards. Identification of usability issues, interaction gaps and desired improvements
• Usability Testing: Recommended performing usability testing of the reengineered portal with the target user groups on interactions, task flows, etc.
• Consider an Integrated multi channel solution
• Incorporate Web Intelligence

User Experience Design Strategy employed

• Insights from Sam’s Club

• Content Enrichment - relevant and easy access to articles
• Includes identification of usability issues, interaction gaps and desired improvements to achieve the stated objective
• Analyze Incidents by Segment
• Competitive Benchmarking
• Usability review of Help Center. Identify Gaps, Opportunities and Solutions
• Redefine Information Architecture

Metrics data based of the Executive Summary for FY19-WK15, rounded to nearest 100.