The goal was to reduce preventable customer churn by helping newer CSAs recognize account risk earlier.

Using Cathy Moore’s action mapping approach, I worked backward from that goal to identify what CSAs needed to do differently on the job:

• Recognize when an interaction needs a closer look

• Find and interpret relevant account information

• Connect patterns across different sources of data

• Decide whether to close, follow up, or escalate

• Escalate when the evidence shows additional support is needed

I then designed branching scenarios to practice these decisions and identified job aids and senior CSA support that could help CSAs make them on the job.