Background

Recent research conducted by Hydro Ottawa revealed that a list of frequently asked questions remains top of mind for both new and existing customers. When customers struggle to find the answers they’re looking for, they call the Hydro Ottawa call centres. This puts a strain on resources. Finding a self-serve method of clearly answering frequently asked questions would reduce call volumes.

The objective

The goal was to improve Hydro Ottawa’s customer experience by producing convenient, evergreen, 24/7 touch-points for all of their customers to access answers to their urgent questions. This additional interaction with their customers would build positive customer and brand sentiments while reducing customer inquiries to the call centre and customer care inboxes.

The approach

According to HubSpot, 94% of businesses believe that videos help increase user understanding of their product or service. Backed by statistics like these, Hydro Ottawa engaged Accurate Creative to produce eight short educational videos to answer some of their customers’ most frequently asked questions.

Working with their team, Accurate wrote and produced a series of animated shorts that demystified eight common questions. Critical information was clearly described to eliminate the need for customers to call a Hydro Ottawa Customer Services center. The next step was to prepare and design the assets. This included audio, professional narration, and illustration. Each video script replicated the customer journey they would experience on Hydro Ottawa’s website. This removed any confusion a customer might experience since they would watch processes that resemble how they would navigate their account to find information.

The results

The FAQ video series was released in January 2022. Its goal is to reduce incoming calls to call centres by roughly 15%. Previous data captured over 5 months from November 2021 to March 2021 indicated 83,679 incoming calls. If the 15% reduction target is met, as many as 12,551 fewer calls will be received over a similar period.