Michelin’s Virtual Assistant, Mitch
Role: UX Designer / Conversational Designer
Timeline: October 2019 - February 2020
Team: 3 Developers, 1 Content Strategist & 1 UX Designer
About Mitch
Mitch is a conversational AI solution that allows to immediately answer common customer queries in natural language, and provides end-to-end support for key transactional contacts with speed, can be deployed across voice and digital channels. The Digital Agent is an integral part of the overall agent population in supporting and scaling business teams as they deliver quality customer support.
I worked on making optimizations to Mitch’s user experience on the newly launched website. These improvements were accomplished through, ongoing customer utterance training to properly guide the user towards resolution, the discovery of new FAQ entries for future resolutions, quicker escalation to an agent when necessary and modifications to survey display to minimize disruption.
The Challenge
Mitch had just recently launched and was still going through the early phases of consumer interaction. During this time we continuously reviewed transcripts to identify areas where Mitch can be further trained to become more efficient and effective.
FAQ Database
Work with Operations on responses to questions received on Mitch but currently not available in the FAQ database. These responses are then provided to Michelin for feedback/approval.
Use Case/FAQ Resolutions
Train Mitch for use cases that it could’ve have handled but for one reason or another escalated to an agent.
Designed and Confused Escalations
Ensure those customer contacts currently outside of scope are properly and immediately escalated to an agent with proper data collected by Mitch where applicable.
Digital and Operations Collaboration
Digital and Operations working together to improve the customer experience was vital. With access to quantitative and qualitative data on two channels (digital agent and live chat).
Users continue to show the different ways their experience with Mitch has been positive with speed continuing to be a constant theme in what has impressed users the most.
What did users like most about their experience with Mitch? Here is some direct feedback received.
Iterations
Customer Experience
One factor that was discovered as having a negative effect on the experience was the timing of the survey display. By modifying the timing of the survey trigger, we reduced disruption of the user’s conversation which resulted in more positive experiences.
Mitch’s Future
We hope that one day customers all over the world will be using the Michellin website to purchase tires. As we continue to improve the customer experience and analyze data, new utterances and functionalities will be developed over time.