HelloTech is On-Demand, In-home tech support. We pair background checked and vetted technology professionals to service problems related to technology in the home nationwide. In our weekly Product/Operations meeting, we received some operational feedback from our Logistics team regarding the high volume of calls coming from on-site technicians. When we looked at the breakdown of data from the incoming calls, we observed:
40-50% of the incoming calls were service related to adding/editing service tickets (I need to add TV dismount to this order, I need to add Data backup to this ticket)
20% of the calls were reschedules (Customer requested reschedule, I can’t make this appointment)
10% of the calls were cancellations and customer no shows (Customer was not on site, Can’t get ahold of customer)
Since a majority of the service related calls were on-site technicians requesting to add/edit services on an order, Ops in looking at this data requested that we add the ability to add/edit services on an order directly from our technician app.
Research
Curious about this issue, I took a look at their inbound calls and isolated the issue to two of our most commonly booked SKUs and saw that this mainly affected our TV Mounting SKU and our Computer Troubleshooting SKU.
We learned that multiple booked SKUs especially with TV Mounting occurred more than we thought
Customers that booked TV Mountings were not aware that TV Dismount was a second service and assumed it was included in the scope of the service
We decided to triangulate this data by running some lightweight usability testing. We noticed that there was friction in the ability for a customer to add additional services to their cart during the checkout flow. This informed us that the adding additional services was not clear and saw that this was a pain point that resulted in the increase of on-site service calls. We did a poor job of educating the customer on the scope of actual services.
Existing Add Services Flow for the Multiple TV Mounting Users
Problem/ Opportunity Area
In evaluating the possible solutions, we decided that instead of focusing on the technician app to alleviate this service pain point (large change, harder to rollout), we would instead work on optimizing the cart to help users easily add additional services (small change, easy to rollout). This would be a small tweak to the user checkout flow that could greatly reduce on-site service calls.
Goals
Decrease on-site technician service requests related to multiple service bookings
Metrics
The reduction of on-site calls was a proxy metric to completed jobs. Since HelloTech’s customer journey involved a service that was both offline and transactional, the completion of an appointment meant increases to revenue.
Secondary Metrics related to this problem we could also monitor:
Increase in job claim times due to increase in pay
Increase in job fulfillment times and scheduling because techs were not backed up waiting for us to add services
Increase of job completion rates
Hypothesis
By making it easier for customers to add a secondary SKU to their cart, we would reduce on-site service calls relating to the addition of services and therefore improve our job completion rates.
Data
From the data, we saw some commonalities in customers that booked multiple services.
Solution
We decided leverage our data and offer the the most commonly booked related SKUs to the customer at the customer cart in an effort to reduce booking friction. We only rolled this out for the TV Mounting customers to see if there would be a reduction of in-bound service request related to TV Mountings.
Outcome
We had to be careful and monitor the customer drop-off rates at the cart page since we were making a design tweak. After running this test on just the TV Mounting SKU, we measured and noticed a significant reduction of inbound service calls relating to TV Mountings so we decided to rollout this feature to more of our commonly booked SKUs.
After looking at related SKU bookings we naturally started looking at secondary service bookings. Although we found no positive correlation in secondary bookings with the TV Mounting SKU, we did notice that customers that booked a completed video doorbell service tended to revisit our service within 2-3 months to book another smart home device installation. (e.g. Ring Video Doorbell then Nest Thermostat) Noticing that there was an opportunity here, we made retargeting recommendations to our Marketing team and offered our smart home customers a discount on their next Smart Home services booking.