What's causing the sudden increase in customer support calls related to Naked Insurance's mobile app's claims submission feature?

Introduction

The sudden increase in customer support calls related to Naked Insurance's mobile app's claims submission feature is a critical issue that demands immediate attention. This surge in support requests not only impacts customer satisfaction but also strains our resources and potentially affects our brand reputation. In addressing this problem, 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.

My analysis will follow a structured framework, beginning with clarifying questions to gather essential context, followed by a thorough examination of potential causes, data analysis, hypothesis formation, and ultimately, a comprehensive plan for resolution and future prevention.

Step 1

Clarifying Questions (3 minutes)

• Given the sudden nature of the increase, I'm wondering about recent changes. Have there been any updates to the app or backend systems in the past few weeks?

Why it matters: Recent changes often correlate with sudden shifts in user behavior or system performance. Expected answer: Yes, a minor update was pushed last week. Impact on approach: If confirmed, I'd focus on changes introduced in that update.

• Considering user segments, are we seeing this increase across all user types, or is it concentrated in specific demographics or regions?

Why it matters: Identifying affected segments can narrow down potential causes and guide targeted solutions. Expected answer: The increase is more pronounced among users aged 45+. Impact on approach: I'd investigate usability issues that might disproportionately affect older users.

• Looking at the timing, I'm curious about any marketing campaigns or external events. Has there been any significant promotion or industry news that might have driven increased app usage?

Why it matters: External factors can drive sudden changes in user behavior and app interaction. Expected answer: No major campaigns, but a competitor recently had a data breach. Impact on approach: I'd explore whether users are more cautious or have heightened security concerns.

• Regarding the nature of the support calls, are there common themes or specific issues being reported by users?

Why it matters: Identifying patterns in user complaints can quickly point to specific problem areas. Expected answer: Many users report confusion about required documentation for claims. Impact on approach: I'd focus on the clarity and guidance provided in the claims submission process.