Salesforce Customer 360 Migration: Transforming Legacy Systems to a Unified Customer Experience
Streamlining Workflows and Enhancing Efficiency for Prudential Financial’s Customer Service Professionals
Agile
Redesign
Digital Transformation
Role: Product Designer & Researcher
Duration: 5 Months Sprint
Company: Prudential Financial
Overview
I led the design of Prudential’s transition from legacy systems to Salesforce C360 to enhance both customer and employee experiences. The goal was to improve efficiency for Customer Service Professionals (CSPs) by consolidating multiple outdated systems into a single, user-friendly platform, reducing call handling times and enhancing service quality.
Problem
Prudential's customer service faced challenges due to outdated, fragmented legacy systems, leading to inefficiency, high costs, and poor customer experience. CSPs had to manage multiple systems, making it time-consuming to complete simple tasks like contact information changes. These inefficiencies directly impacted customer retention and operational costs.
Solution
I redesigned the contact information change flow, one of the most frequent and impactful tasks, accounting for 20% of all customer service calls. The new design streamlined the process within Salesforce, consolidating all necessary systems, reducing friction, and enabling CSPs to make global changes quickly and accurately.
Results
The redesigned contact info flow reduced task completion time for Customer Service Professionals from 10 minutes to just 2 minutes, resulting in significant cost savings and improved efficiency. The streamlined design led to higher user adoption, enhanced job satisfaction, and faster onboarding for new representatives. Additionally, my leadership in the agile transformation advanced UX maturity across teams, fostering a more user-centered culture at Prudential.
Research
The redesigned contact info flow reduced task completion time for Customer Service Professionals from 10 minutes to just 2 minutes, resulting in significant cost savings and improved efficiency. The streamlined design led to higher user adoption, enhanced job satisfaction, and faster onboarding for new representatives. Additionally, my leadership in the agile transformation advanced UX maturity across teams, fostering a more user-centered culture at Prudential.
User Persona
Problem Space
Prudential relied on outdated and complex legacy systems that hadn’t been updated since the 1960s.
Customer Service Professionals (CSPs) struggled with inefficiency, having to navigate multiple legacy systems just to assist a single customer.
These inefficiencies led to increased operational costs, with longer-than-average call handling times driving up expenses for Prudential.
Business Objective
Reduce call resolution time to improve overall service efficiency.
Automate status updates via customers' preferred channels to reduce call volumes.
Minimize operational costs by cutting call center costs by $52 per call.
Iterations Explored
Reverse-engineered initial developer-created designs
Conducted usability testing on early iterations
Explored multiple layout versions to balance user needs and business requirements
Iterated based on user feedback and technical constraints
Interactive Prototype
How Did I have an Impact?
As the Lead Product Designer, my impact in “Salesforce C360 Migration” include:
Improved Efficiency
By redesigning the contact info change process, I reduced the time required for Customer Service Professionals (CSPs) to update information from 10 minutes to just 2 minutes. This directly led to more efficient customer interactions and reduced overall call handling times.
Simplified User Experience
I streamlined the interface by removing unnecessary steps, making the process more intuitive and less error-prone, especially for CSPs who were less familiar with the system.
Increased UX Maturity
As one of the first UX designers in an agile environment, I elevated the team’s design approach by introducing user-centered methodologies and improving design consistency across different pods.
