You are a Business Analyst who have have been engaged to understand,
analyse and describe/model the future customer onboarding system for Streamable, a streaming platform. Analyse the following interview and note down 12 user stories from the Customer, Onboarding Team and Connect Team.
It’s been an exciting journey over the past 12 months since we last
talked, with lots of challenges facing our staff and evolving our relatively
small business to be just as competitive with the bigger players in the
online video streaming market.
Our main concern at the moment is that currently, it takes 25 calendar
days on average to onboard customers (sign-up) from an initial enquiry
via telephone registration (expression of interest to sign up), verification
of their identity and payment details over the phone, and then
delivering appropriate content via online, tablet, mobile and smart TV
channels. Other service providers are onboarding customers within 5 to
8 calendar days using online registration, and so we need to bring this
time down and offer a similar, if not better service and customer
experience than our competitors. I think it’s time we need to develop a
new and improved system that is based online, rather than relying so
heavily on telephones.
The way I see our business is that we bring the world to the homes of
our customers at a time when it suits them, be it for entertainment after
a hard working week, getting the inside view of a sporting event,
presenting international cinema to stretch the imagination or learning
more through our extensive documentary catalogue.
Since we spoke last, we have streamlined our products to three
streaming packages. We removed our call management challenge this
way. During telephone registration, a Relationship Manager discusses
the three options with potential new customers. We trained all our
Relationship Managers about these three products. A new customer
subscribes to one of 3 monthly billed packages which are organised over
the phone: Epic Basix - the basic high definition (HD) streaming package
for one device, Epic Lux – the enhanced ultra-high definition (UHD)
streaming package for up to 3 devices, and Epic Max – the enhanced
UHD streaming package for up to 10 devices registered to one
household. Organising the registration over the phone is very time-
consuming for the Onboarding Team, so moving this process online
would go a long way to offering a better service and customer
experience.
Right now, a customer can only change or end their subscription at any
time by contacting a member of our friendly Onboarding Team through
email or by leaving a callback contact phone number which we will call
back when it is convenient. Our competitors have been offering online
chat services, so changing or ending a subscription would be great to
do via online chat as well. Even better would be allowing customers to
change or end their subscription via an online dashboard instead of
contacting us at all.
Each customer registration (register interest to sign up) needs to
provide contact details such as name, address and email address, as
well as 100 points of identification which are verified offline with a third-
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party service provider. Customers must also confirm that they are over
18 years of age. Their payment details (credit card or EFT) are also
verified through a third-party service provider before a subscription
service can be set up. Our third-party service provider has offered to
help us integrate online verification of personal and payment details,
which would be an essential next step for us.
Also, during telephone registration, there is an option for the customer
to “opt-in” to receive marketing and service notifications by post or
email. If we move more of our system processes online, then we would
like to also offer the option for customers to receive marketing and
service notifications via SMS in future.
Speaking of marketing, we have several marketing campaigns that are
run throughout the year targeting seasonal peak viewing times such as
during national holidays, autumn, winter and sporting events, which
normally attract up to 10,000 new customers. We would love the ability
to allow customers to redeem a discount code from one of these
marketing campaigns and activate it online to receive a three-month
promotional discounted price. This would reward customers who have
“opted-in” to receive our marketing and service notifications.
I almost forgot to mention - currently, before a subscription (signing-up)
is completed, a 12-month agreement contract with the details supplied
from the registration process (expression of interest to sign up),
payment authorisation and the service terms and conditions are
automatically sent out to the customer via email, which the new
customer needs to be sign and return to us within 21 calendar days via
post or email to complete the sign-up process. Once we receive this, the
Connect Team can then set up the connection and welcome them to our
online video streaming service and catalogue.
This takes up valuable time for the Onboarding Team to coordinate, and
we are looking to place this process online. Further, when it comes to
billing, customers occasionally provide incorrect payment details, so we
would like them to be able to update their payment details (credit card
or EFT) through an online dashboard, instead of ringing us.
After a successful set-up of connection, a follow-up telephone call is
made to the customer within 14 calendar days to ensure that the new
customers know how to get in contact should they have any questions or
are having difficulties using the service. If they do have difficulties, then
an incident ticket is raised and passed on to the Connect Team and they
will work to resolve the issue. It would be good to have some of this
process online or we are open for any recommendations on how we might
improve this process to follow up with the customer