Customer touchpoints were distributed across multiple online and offline channels. Our team focused on improving email support linked to the e-commerce customer support pages, and call support.

Because call support represented the highest operational cost, it became a top priority in our product roadmap. In an omnichannel environment, optimising call support doesn’t just reduce phone volumes, but it positively impacts other touchpoints across the entire customer journey.

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We suspected that costs were rising across most customer touchpoints, but we needed clarity on what was actually driving inbound contact. Our goal was to identify the most frequent reasons for calling and determine which services we could build to reduce them.

We ran user surveys on Elkjøp’s customer service pages across all four markets using Hotjar and regularly synthesised the results for the product team. In parallel, we conducted co-listening sessions in customer care centers, observing live calls to understand both how customers described their issues and how agents resolved them.

These activities revealed a clear pattern:
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‣ Status of a repair,
‣ Delivery status,
‣ Return status.

‍These insights directly shaped our product strategy, allowing us to focus on developing self-service solutions that addressed the highest-volume call drivers first.

I facilitated a discovery workshop with our cross-functional team and together, we identified key opportunities and prioritised them using an impact–effort matrix. This process resulted in a clear, outcome-driven roadmap centered on three initiatives:

‣ Self-service repair status tracking: enabling customers to independently check the status of their repair, reducing the need to call support,
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‣ Improved navigation and surfaced FAQs on customer support pages: helping customers find answers faster and deflecting common inquiries.
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‣ Callback functionality for phone support: allowing customers to request a return call during long queues, improving experience and operational efficiency.
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Given that call support was by far the most expensive channel, and in close collaboration with key stakeholders, we prioritised the development of a repair-status PWA. Our first design iterations focused on enabling customers to check the status of their repair on their own, with the goal of reducing call volume and improving the overall service experience.

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Following feedback collection, we released the MVP to a demo environment and then to production. Throughout the process, we adapted our approach to the capacity of dev team and stakeholders's requests. This  release process allowed us to learn fast, de-risk decisions, and ensure that each release delivered measurable value to customers and the business.

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The customer walks into the store with a broken product. Together with the staff, they go through the intake process (describing the issue, logging the product, giving contact info).

Within 5 to 10 minutes the customer receives an SMS with a direct link to the repair status PWA. With a single tap, they’re in. No registration, no app download, no friction.

From there, the customer can follow every step of the repair: when it’s been received, diagnosed, repaired, delayed, or ready for pickup.

To develop the first iterations, we conducted multiple user interviews and shadowing sessions with all three roles using the existing Excel based process. This research helped us identify five key pain points for each user group. Using these insights, I facilitated a workshop with the full team to align on the findings, surface potential technical constraints, and agree on a path forward.

Stakeholders were part of every stage of the process as they are one of the validation actors as well.

After iterative testing and debugging, we added additional capabilities to further empower users: a cost estimate flow that allowed customers to decide whether a repair was worthwhile.

The old customer support pages were overwhelming and uninformative. Customers couldn’t  find the email address for contact, and help articles were too generic. We redesigned the experience to make self-service the hero:

‣ Placed the search bar and key self-service tools (repair tracker, chatbot, gift card balance, price match) at the top,
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‣ Highlighted the most common customer questions about repairs, payments, store hours, and delivery,
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‣ Added real-time waiting time estimates and clear alternatives (chat, phone, callback) as a fallback solution.

We frequently iterated this page in all four countries, depending on the time the customer needed to answer the phone, email or talking with the chatbot.

We progressively iterated on the customer help hub, introducing self-service tools that enabled users to resolve issues independently. Below these tools, we added an expanded FAQ section covering the full purchase journey.

Only after exploring these resources did customers reach agent support, where they were presented with two clear contact options (shown in the image on the left). These improvements were implemented individually for each Scandinavian market to account for country-specific needs.In close collaboration with customer support managers, we continuously optimised contact routing.

For example, when phone lines were congested over several days, we strategically emphasised the chatbot option to deflect simpler inquiries, reduce wait times, and better identify the root causes of peak demand.

Beyond the solutions presented here, the project included important dimensions such as cross-functional collaboration, stakeholder alignment, and overcoming team-level challenges. I’m happy to share more about these behind-the-scenes learnings :)