What factors are contributing to the 20% increase in customer support calls related to Fidelity Investments's mobile app in the last quarter?

Introduction

The recent 20% increase in customer support calls related to Fidelity Investments's mobile app is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent app update. Has there been a major release or feature update in the last quarter?

Why it matters: Recent changes often correlate with support call spikes. Expected answer: Yes, a significant update was released. Impact on approach: If confirmed, we'd focus on new feature adoption and potential bugs.

• Considering user segments, I'm curious about the distribution of calls. Are we seeing an increase across all user types, or is it concentrated in specific segments?

Why it matters: Helps identify if the issue is universal or segment-specific. Expected answer: The increase is more pronounced among newer users. Impact on approach: We'd prioritize onboarding and new user experience improvements.

• Regarding the nature of support calls, I'm wondering about the most common issues reported. What are the top three reasons customers are calling?

Why it matters: Pinpoints specific areas of the app causing friction. Expected answer: Login issues, transaction errors, and navigation confusion. Impact on approach: We'd focus on these specific areas for immediate improvements.

• Thinking about external factors, has there been any significant market volatility or economic events that might drive increased app usage?

Why it matters: External events can impact user behavior and app interaction. Expected answer: Some market volatility, but not unusual for the period. Impact on approach: We'd consider how to better support users during high-stress periods.