Case Study: Transforming Customer Service Through Voice Portal Optimization

By Philip Burgess - UX Research Leader

Overview

The client’s legacy voice portal was creating friction in customer self-service, driving high call abandonment rates and unnecessary transfers to live agents. This not only reduced customer satisfaction but also increased operational costs.

We conducted a UX-driven redesign of the voice portal using human-centered design principles, usability testing, and ROI modeling. The result was a streamlined, intuitive self-service experience that improved resolution rates, reduced average handle time, and delivered significant annual savings.

The Challenge

• High call abandonment rates due to confusing navigation and unclear prompts.

• Low self-service completion rates, pushing more calls to costly live agent channels.

• Inefficient call routing led to higher average handle times and increased operational expenses.

• Lack of consistent, data-driven design framework for IVR/voice interaction flows.

Goals

1. Increase self-service success rate to reduce dependency on live agents.

2. Improve caller navigation by simplifying menu structure and prompt clarity.

3. Demonstrate quantifiable ROI from improved customer experience.

4. Reduce operational costs by cutting unnecessary agent transfers.

Approach & Framework

1. Discovery & Research

• Analyzed call logs to identify top reasons for failure in self-service.

• Mapped end-to-end call flows to pinpoint confusing decision points.

• Conducted heuristic evaluation of current voice portal against best practices in conversational UX.

2. Voice Interaction Redesign

• Reduced menu layers to minimize cognitive load.

• Crafted clear, concise voice prompts in natural language.

• Applied progressive disclosure—only giving callers relevant options at the right time.

3. Usability Testing

• Ran moderated usability tests with target user groups in a simulated call environment.

• Measured task completion rates, navigation errors, and time-to-resolution.

• Iterated on prompts and menu structure based on feedback.

4. ROI Modeling & Business Case Development

• Projected savings from reduced live agent dependency.

• Modeled revenue preservation from reduced call abandonment.

• Created KPIs for ongoing measurement post-launch.

Results

Operational Impact

• 22% increase in self-service completion rate.

• 15% reduction in average handle time for calls requiring agent support.

• Fewer unnecessary transfers, lowering agent workload.

Financial Impact

• Projected annual savings: $4.2M from reduced live agent calls.

• Preservation of customer revenue from reduced abandonment: $1.8M/year.

Customer Experience Impact

• Faster resolution and fewer navigation errors improved CSAT scores by 17%.

• Reduced frustration from unclear menus and repeated inputs.

Key Takeaways

• Voice portals are critical touchpoints that directly influence customer satisfaction and operational costs.

• A UX research-driven redesign delivers measurable improvements in efficiency and cost savings.

• Aligning interaction design with business KPIs ensures strong executive buy-in.

Final Thought: This project proved that investing in the UX of voice systems can yield rapid, measurable business benefits, while also elevating the customer experience.