Crypto.com Support:Enhancing Customer Service

Discover how I reduced the service backlog by 94.8% and achieved 74.5% ratings of 4 and 5 stars, all while keeping token costs low.

Project Timeline: I worked on this project from November 2023 to October 2024, with the support system being rolled out in March 2024. During this period, I focused on refining the user experience, optimizing the chatbot interactions, and ensuring the system's smooth integration across platforms.

Crypto.com Support is designed to deliver efficient, responsive customer service across both mobile and web platforms.

With features like triage paths, a chatbot, and seamless escalation to customer service agents, the support system ensures that users receive the help they need quickly and effectively, whether they're trading, managing funds, or navigating the app.

Challenge​

As Crypto.com rapidly expanded, the volume of customer inquiries surged, particularly during the sudden bull run in the cryptocurrency market. This influx led to a significant backlog of support tickets. The existing system struggled to keep up with the demand, resulting in slower response times and dissatisfaction among users.

The challenge was to design a support solution that could efficiently manage these high volumes of inquiries, even during market spikes, while maintaining a high standard of customer service and cleaning up existing usability and UI issues.

User frustration at its peak: A look at real complaints about crypto.com’s support. Our challenge?

Designing a solution that eliminates these pain points and improves the customer experience.

Existing usability and UI issues

Approach

Triage Paths:

Implemented structured triage paths to quickly categorize and route inquiries based on their nature and urgency. These paths are specifically designed to address commonly asked questions and issues that customers can self-serve and resolve on their own, such as account settings or general platform navigation.

By empowering users to find answers quickly, the triage paths help reduce the number of tickets that require direct

human intervention.

Seamless Escalation:

Designed a smooth escalation process for cases requiring human intervention. When the chatbot or triage paths determine that an issue cannot be resolved automatically, the case is promptly escalated to a customer service agent, ensuring that users receive timely and personalized assistance.

The flows are designed for users to escalate quickly in two scenarios: if their issue isn’t covered in the triage, they can select "Something else" to escalate immediately, or if the provided solution doesn’t resolve their problem, they can choose

"I need further assistance."

Seamless escalation: When users report 'Fraud', the chatbot quickly offers the option to speak with a human agent, ensuring swift resolution with just a click.

Chatbot Integration:

Developed and integrated a sophisticated chatbot capable of handling more nuanced inquiries that require a personalized touch. The chatbot is equipped to solve more complex issues like providing proof of address, proof of payment, and other personalized requests. By leveraging natural language processing, the chatbot understands user queries and provides accurate, tailored responses in real-time, thereby reducing the load on human agents.

Additionally, a file upload feature was incorporated, allowing users to upload relevant documents. The backend AI processes these uploads and integrates the data, enabling quick validations such as identifying missing transactions and streamlining the

support process.

Web and Mobile Accessibility:

Ensured that all features are accessible across both the web and mobile platforms, providing users with consistent and reliable support regardless of how they access crypto.com.

For desktop users, we implemented deferred deep links that allow them to self-serve easily, ensuring a seamless experience even when switching between devices or platforms.

Consistency in Design for a Seamless Experience

To prevent a disjointed experience for users across triage, chatbot, and Intercom, we’ve intentionally followed the design language of Intercom.

While the team initially preferred a crypto.com branded design for the chat, I convinced them that adhering to Intercom's design would be the best approach to avoid confusion

for users.

Triage Path Chatbot Intercom

Additionally, the tech team worked hard to overwrite the flow that required users to go through both the crypto.com and Intercom home pages before accessing their existing chat with a support specialist.

Original flow

Updated flow

By maintaining a consistent look and feel throughout the entire support flow, we ensure users feel familiar with the process, regardless of whether they’re interacting with an automated system or a human agent. This cohesive design not only enhances usability but also reduces cognitive load, making the transition between different support channels smooth and intuitive, ultimately improving overall user satisfaction.

Outcome

Positive User Feedback:

The streamlined support process received overwhelmingly positive reviews, with 74.5% of users rating it 4 or 5 stars.

One user noted, “The Crypto.com chatbot is a lifesaver—it resolved my issue in minutes!"

Users appreciated the efficiency and ease of accessing support.

Improved Response Times:

Users experienced quicker response times, especially for common issues, leading to increased satisfaction and fewer escalations to human agents.

Reduced Ticket Backlog:

The introduction of triage paths and the chatbot significantly reduced the backlog of support tickets, allowing for faster resolution of pressing issues.

Scalable Support System:

The support system is now better equipped to handle the growing user base, with scalable features that can adapt to increasing demand.

Key Principles When Designing

Automated Solutions:

The successful integration of a chatbot highlighted the value of automation in managing large volumes of inquiries while maintaining high service standards. However, this success depends on carefully managing when to utilize the chatbot and when to escalate to a live agent.

Over-reliance on automation can lead to frustration for users who need immediate, personalized help.

User-Centered Design:

Designing the support system with the user journey in mind was crucial. Recognizing users’ need for guidance, I worked closely with the CS team, analyzing conversations to determine the best points for chatbot assistance versus live agent intervention.

Additionally, I also focused on prompt engineering to ensure chatbot responses were UX-centric, clear, and helpful. This approach resulted in a system that was intuitive, efficient, and accessible across platforms, providing users with a seamless and positive experience.

Preventing Spam While Setting Clear Expectations:

To prevent bots or users from spamming the chat, we’ve implemented a limit of three chats per hour. This ensures that the support system remains efficient and focused on genuine inquiries. Whenever users attempt to open or close a new chat, modals are shown to manage expectations and inform them of the limit. This approach helps maintain the quality of interactions while ensuring users are aware of the chat boundaries.

Effective Triage:

Implementing well-designed triage paths was essential for efficiently prioritizing and routing inquiries. By ensuring that only issues genuinely requiring human intervention were escalated, we prevented overwhelming customer service agents and made sure users with urgent needs, such as fraud-related issues, received timely attention.

Optimizing User Experience and Resource Allocation:

Categorizing features, FAQs, and flows across triage paths, chatbot interactions, and escalations required a delicate balance. This strategic planning not only optimized the user experience but also helped manage token costs by minimizing unnecessary escalations and ensuring efficient resource allocation.

Empowering users with self-service: The flow from the crypto support homepage displays the top user inquiries of all time, allowing users to quickly find answers without having to contact support or go through the chat.

Next Steps

Constant monitoring and iteration are in place to expand the chatbot's capabilities, incorporating more complex queries and predictive assistance based on user behavior. Additionally, ongoing improvements to the triage paths and escalation process will ensure that Crypto.com continues to provide top-tier support as the platform grows.

Interested in learning more or discussing how I can bring these insights to your team?

Let’s connect!