My Role

At the moment, Avito has two different teams of editors — Product Writers in Moscow and my team in St Petersburg. We are a part of Customer Service alongside PMO, Analytics, Education, Quality Control, Support & Moderation Departments.

Here my role has evolved from pure UX towards Customer Experience. Now my users are not only interacting with the interface, they’re also making deals with each other, sending parcels through Avito Delivery, calling us to find out why the ad is declined.

At the same time, I see my role in transforming the old concepts and bringing us closer to the Product. That's why we took a few metrics as Content responsibility, started introductory meetings with Product Teams, set up new processes for designing scripts. I've also created new role definitions for the Content teams and started hiring UX Writers to work on chatbots and voice bots (alongside other things). 

Support & Moderation Content

• Preparing info for S&M about Product launches
• Working on the scripts for solving user questions (metrics — FCR, on-time)
• Giving feedback to Product Teams about “weak” spots from a customer perspective
• Helping to figure out non-usual complicated user cases
• Working with Education, Quality Control, PMO on the cross-team projects

External Content

• Working with Analytics on the chatbot scenarios from UX perspective (metrics — FCR, CSAT)
• Writing various messages for the IVR system and voice bots
• Updating and restructuring Help, monitoring its metrics
• Analyzing real customers questions to figure out how to optimize our decisions
• Working on Tone of Voice principles that Support Agents can use (metrics — CSAT and DSAT)

My Input

• Defining new roles for the team: Content Managers -> Script Designers and UX Writers
• Setting up new business processes and new instruments for CS 
• Creating guidelines and Tone Of Voice principles
• Reviewing chatbots, important scripts, big new launches 
• Solving People Management issues