Erik K Larson

2015 - 2025 PORTFOLIO ERIK KENNEDY LARSON AT&T Support: Before The business support ecosystem was broken, barely used, and actively driving traffic into the Call Centers. Through my investigation, I found the following major issues. The support website lacked organization and clear structure to guide users effectively Featured links to customer servicing portals instead of support topics Significant use of internal labels and company jargon rather than common customer language There was no comprehensive knowledge hub, support content was distributed 96% of visitors abandoned the support experience within 60 seconds. The Support experience CSAT ranked the lowest of any part of the website 13 500+ Different support website domains Individual Support websites 4 out of 10 visitors to the support website went directly to the Contact Us options in order to call or chat with an agent 0 Actionable support options on the support home page AT&T Support: After UX IMPROVEMENTS SIMPLIFICATION: A single central location for all unauthenticated support PLATFORM-AGNOSTIC CONTENT: Customers know what their problem is, they shouldn’t need to know how AT&T works in order to find a solution. The solution should tell them what they need to know MVP TOPICS: The most common tasks would be front and center, and easily found 3X 3 times as many customers use support content for self-service vs opting to call after the redesign 240% growth in year over year views on the support page Pre Launch Post Launch From 0 to 60% Customers leverage self-service above all other activities 70% 60% 60.4% 50% 40% 30% 18.5% 20% 10% 0% 14.0% 7.0% Containment Contact Us Site navigation Support Actions Knowledge Management Knowledge articles were difficult to navigate to within the website, and were not indexed by external search engines like Google. UX & STRATEGY IMPROVEMENTS I aligned the Knowledge Article content to the company’s top contact drivers based on metrics Redesigned the article pages to include related content Integrated product content with the account management content Identified and fixed the SEO issues with server-side content 1000+ outdated articles and pdf documents eliminated 3600% growth in views from organic search traffic 2300% growth in views from customers navigating the website 2200% total growth in views of knowledge articles since cleanup work began Call Volume $5M $5 Million in direct call reduction based on switching customers to self-service Video Views Article Views PowerBI Design Significant experience designing and maintaining PowerBI dashboards for executives, project management teams, strategy groups and operations teams. Chatbots and Video Social Media Chat Bots: Designed, built and managed AI chat bots within AT&T’s social media platforms across all business units globally. Syndicated these chat-bots to the RCS platform in an alpha-test partnership with Android and presented at trade shows. Video Production Instructional video design and production focused on thought leadership within the customer experience and self-service space. Directed and owned the strategy, SEO and analytics for all AT&T selfservice and support videos globally. Drove over 400k views per month in call deflection through self-service. Personalized GPT: ChatGPT based interactive chatbot that allows users to interview me and ask questions about my background. Financial Modeling Total Monthly Views Calculating the Cost Impact of Self-Service This e-book walks through the logic I created to build self-service financial models, and the importance of maintaining them for strategic decision making. For Example: In this model, I demonstrate how to assign a deflection value associate with a Telco company hosting wireless device videos on YouTube. % Unique Viewers % Satisfied Customers Containment Rate % Market Share Cost Per Contact Total Cost Savings Tying NPS to a financial impact These models allow you to identify the cost associated with changes in NPS, such as Protected Revenue, by using regression analysis to assign a value based on a 1% change in NPS. Available Whitepapers: Calculating the Cost Impact of Self-Service Tying NPS to a financial impact Leverage NPS for decisions: SWOT Analysis