- Service: Customer Experience
Missed registration opportunities and substantial outstanding account balancesThe National Ability Center (NAC) maintains a portal through which new participants create accounts and profiles so they can register and pay for programs. The organization experienced several issues due to the portal functionality:
- Registering and requesting a user account required completing a form with about 50 questions. About 85% of prospects abandoned the new-user registration process, never establishing their profiles.
- Inadequate search capabilities made it difficult for participants to find and register for classes. This resulted in several calls to the reservations center for assistance. Many other participants never completed the step of registering for programs.
- Limitations in the payment process allowed participants to defer payment. Within eight weeks of their new fiscal year, NAC had accrued more than $117,000 in deferred payments. The organization was spending, at minimum, 10 hours per week collecting outstanding balances.
Portal enhancements designed with customer experience in mind
NAC asked West Monroe to analyze current portal account creation, registration, and payment processes and develop solutions that will eliminate costly issues and optimize customer experience— enabling staff to focus on NAC’s mission of engaging people of differing abilities in positive recreational programs.
A West Monroe team helped NAC:
- Simplify the lengthy account creation process and removed necessity for manual intervention
- Grant access to new users as soon as they complete the profile and waiver process
- Enhance capabilities for finding programs of interest by improving the search algorithm and soon simplifying the user interface
- Remove the option to defer payment
Significant growth in bookings, with fees collected on time
On November 2, 2018, following six weeks of analysis and development, NAC launched the portal upgrades. Since then, NAC has been able to collect payment for programs consistently at the time of booking, while almost eliminating outstanding balances. This has also allowed the organization to significantly reduce the administrative burden and cost associated with collecting outstanding balances.