Fixing a rough service edge
This service business performing an essential health service for Canadians saw more than 20 million visits to its bricks-and-mortar locations every year. Each visit generates a data trail that is accessible online, but the legacy one-time identity verification process relied on a code printed on a single piece of paper that each visitor received at the conclusion of their visit. Small detail, big problem: recovering lost codes was one of the single biggest call drivers for the business.
How We Helped
- We conducted observational research at bricks-and-mortar locations in order to better understand current practices around the crucial slip of paper, highlighting big gaps with SOP
- We redesigned the paper slip to clarify instructions for use and reduce the likelihood that it got accidentally thrown out
- We piloted the new slip along with a refined standard operating procedure in four bricks and mortar locations, gathering feedback from both patients and staff
- We redesigned the digital side of the journey, enabling self-serve recovery of the identity verification code
Key Insights
- Frontline staff didn't fully understand the 'why' and 'how' of the existing identity verification process, so they couldn't communicate it effectively to visitors (and sometimes ignored SOP altogether). Redesigning the paper slip and creating new job aides helped them to realize the importance and deliver the slip with clear instructions every time.
- Getting off paper altogether was imperative, but the team hadn't been able to get the necessary fixes prioritized. Our observational insights (that the paper was often thrown out by visitors, if they received it at all) plus the rapid gains demonstrated by our paper piloting helped the team to get the digital fixes done
Outcome
The results of our initial paper pilot were an immediate 15% reduction in related calls for the locations where we piloted, but ultimately implementation of the digital solution and refined operational practices led to a 40% reduction in calls for this driver, equivalent to $300,000 in annualized cost savings.