Visa's CRM system

Customer service representatives use the CRM system daily. They use the system to handle various customer requests, such as updating details, performing card operations, etc. Moreover, the representatives use the system to check the state of compliance with their monthly goals.
So, what is the problem?
Nowadays, customers who call the service center need to wait at least 6 minutes to get a representative's answer. The business goal is to reduce customers waiting time on the phone to a service representative.
Many companies offer CRM system services to other companies. I researched Microsoft CRM Dynamics 365 and Salesforce. Since I have limited access to these systems, I examined their sales websites to understand their solutions. The main goal of both CRM companies is to shorten the time of dealing with the system and increase the time of making a profit.
I conducted interviews with some credit card company service representatives who use the system on a daily basis. During the interviews, the users told me about their experience using the system, referring to their pain points:
1. Sometimes the representative knows what operation he must perform in the system. Still, he becomes confused due to multiple options and poor navigation.
2. As a result of the first pain point, the representative slows down the pace of his operations, directly affecting meeting his goals.
1. When receiving a new request from a customer, sometimes the representative knows what operation he must perform in the system. Still, he becomes confused due to multiple options and poor navigation. As a result, the representative slows down the pace of his operations, directly affecting meeting his goals and monthly salary.
2. Besides using the CRM system, the representative must use two other systems simultaneously. As a result, the representative encounters complications which slows his work pace down.
Personal details
Kate Green
23 years old
Customer service representative in a credit card company for the last 5 months
Bio
Kate Deals with ADHD, she is competitive and has an average technological orientation.

Pain points
- The navigation to this operation is not accessible enough, causing her to waste a lot of time fiddling with the system.
- She doesn't meet her personal monthly goals.

“I can't meet my monthly goals because it takes me a long time to document in the system”

The most common operations are blocking the credit card, documenting inquiries, and confirming transactions.
The representatives need to handle a new request as quickly as possible.
The representatives have monthly goals that determine their salary.
I aimed to improve the system to be more intuitive and less complicated to reduce users' time dealing with it.

Information architecture

Navigation
‍A side menu that remains fixed while switching between the different screens in the system to enable easy and quick navigation between actions.
Common operations
The representative can select from 5 common customer requests on the customer details screen, in order to save time.
Documentation process

Open request screen displays questions for representatives to ask the customer and semi-automatically documents actions and enabling faster process.
The dashboard
The dashboard shows the representative his essential data - his goals charts and pending requests. Also, it contains a nice-to-have feature of real-time data updates in the center.
If it were a real-life project, I would measure the impact of my solutions as follows.
Goal
‍The representatives find the actions they’re looking for during the phone call and complete them quickly.
Metrics
- Measure the time from receiving a request until the request is completed and closed.
- Measure the representative’s monthly achievements.
- Measure the number of open requests for each representative.
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