I developed this “Self-Service First” customer support strategy as part of my interview process for Questrade. I was asked to reimagine how the company delivers support—making it faster, more seamless, and personalized.
What I didn’t expect was how closely this strategy would mirror the job I’d later step into. Once I joined Questrade full-time, I found myself referring back to this deck often to guide priorities, structure conversations, and validate decisions.
Core Objectives:
- Empower customers to resolve issues independently
- Deliver consistent, integrated experiences across channels
- Align service operations with both user needs and leadership vision
Key Elements:
- Integrated CX Vision: I proposed a seamless support journey across chat, voice, email, and mobile platforms
- AI & Cloud Infrastructure: I outlined the need for scalable backend systems that would enable personalization and agility
- Hyper-Personalization & Proactivity: The goal was to tailor support based on user context and behaviors, delivered at the right time
- Organizational Redesign: I recommended a new structure connecting product and service teams for better execution and alignment
What Made It Real:
Once I joined the organization, I had access to a wealth of internal data—customer complaints, pain points from frontline agents, and leadership’s aspirations. This data gave me a much richer understanding than what I was able to gather through my own customer interviews that I did to prepare this deck (at the time, I wasn’t yet inside the company afterall).
- Customer Insight Gaps: External interviews provided limited insight, but internal complaint data proved invaluable
- Strategic Alignment: I used leadership’s vision to help steer prioritization and roadmap decisions. Infact my first mandate at Questrade was to work with leadership and develop a vision and strategy for contact center mordernization.
- Agent Challenges: I spent time understanding frontline struggles and designing with their context in mind
Impact:
Over the course of 2.5 years, I helped bring many of these ideas to life—building scalable systems, introducing personalization, and aligning stakeholders from the ground up. It was an end-to-end product management experience, rooted in empathy, vision, and the realities of execution.
