Insights to action

Outcome-based analytics enhances customer satisfaction and reduces costs

At a glance

A data-driven approach to improving customer service

A U.S.-based multinational computer hardware manufacturer engaged Aligned Automation to evaluate their self-service process for customers troubleshooting and replacing defective parts. The baseline assessment found that among those users who were shipped a replacement part after initiating the self-service process online, only 1% completed the order online without direct support.

To improve the customer experience and simultaneously reduce call center strains, the team connected, enriched and analyzed data about the customers, equipments, the web process, and the parts dispatched to gain insight into where and why customers opted out of the self-service process. By isolating high failure points, strategic changes to the front and back end of the web experience were evaluated and approved in collaboration with the client to achieve a more intuitive and frictionless process.



Increase in customer diagnostic process engagement.


Increase in auto dispatch volume.


Enrichment of raw data to add context and insight into the customer experience.

The need for change

More than 150,000 customers per year are shipped a part after an initial visit to the online support portal, but many of these instances could be eligible for an approved shipment without the intervention of a tech support agent. By following the online troubleshooting process, the customer should be able to determine what the problem is, validate whether they’re eligible for the replacement part and order it.

The team set a goal to understand why users exited self-service prematurely and discover ways to reduce friction in the process to increase the yield. The client had many sources of raw data but lacked context and insight into its meaning beyond the integration of the initially spread-out data. Aligned Automation set out to design a strategy around key priorities and enriched data to provide answers and improvements around the customer experience.

Project objectives

Enhance customer experience
Reduce call center strain and costs
Connect data insights to outcomes

Removing friction leads to successful customer journeys at scale

Creating a frictionless customer service experience requires a traceable backend logic and an intuitive and effective user interface. By analyzing clusters of high fallout points through analytics on the enriched data, the team pinpointed where the most impactful actions could be taken.

Some instances revealed opportunities in the eligibility process, where customers who failed one of the troubleshooting tests would automatically be eligible for, and offered, a shipping option at low risk.

In instances where the fallout was determined to be user-related, behavioral science concepts were leveraged in coordination with the structured data to identify apparent behavioral patterns. With strategic changes in word choice, syntax, and interface UI/UX, user engagement and funnel flow drastically improves.

Rapid results and a foundation for future progress

Aligned Automation also enabled a proactive measurement mechanism allowing the transparent and near-real time tracking of results. After initial implementation:

  • 80% of current data is now enriched and contextualized
  • The rate at which customers engage with the self-service process increased by 21%
  • Customers completing the self-serving process to receive a replacement part increased by 25%

Continuing to execute against the project objectives, the team builds upon its existing platform investment with improvements to enhance the customer experience.

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