Reducing call centre demand by turning content into self-service

Suncorp Bank handles around 800,000 customer calls each year. While some enquiries are complex, many relate to routine tasks such as resetting a password or finding a Customer ID.

Many of these answers and routine tasks were already available online. But customers found it difficult to locate the right information quickly, complete the task with confidence. So improving self-service became a key focus of the project.

Avion helped redesign the bank’s digital help and support experience, including information architecture, support content and more than 500 self-service FAQs.

Three priorities drove the redesign

1. Make phone support easier to reserve for the moments when customers genuinely needed it. That meant reducing reliance on the phone number and encouraging digital-first habits for routine tasks.
2. Simplify the experience so customers could get to the right support content faster.
3. Improve the copy so customers felt confident completing tasks themselves, whether they were resetting a password, changing a daily limit or managing internet banking access.

What changed

1. Reworked contact us page

Customers looking for support were often presented with a single phone number regardless of the issue they were trying to solve.

To help customers find the right support faster, the redesigned contact us experience replaced that one-size-fits-all approach with specific support topics, digital pathways and specialist contact options.

The redesign improved the support experience in several ways:

• Stopped customers from getting lost. Instead of joining a call queue and hoping to reach the right team, customers could identify their issue first and access the most relevant support option.
• Matched support to the situation. Routine tasks were directed towards self-service options, while urgent issues such as fraud and lost cards were given clear access to dedicated support lines.
• Offered solutions at the moment they were needed. Customers looking for a phone number were often trying to solve a problem quickly. Prominent digital pathways helped many complete tasks online instead of waiting on hold.
• Reduced unnecessary calls. More specific contact details and opening hours helped customers reach the right team the first time, reducing unnecessary transfers and contributing to a 17% reduction in support demand.

2. Rebuilt digital help and support hub

For large organisations, master help pages can easily become a dumping ground for links, content and competing priorities. Suncorp Bank’s redesign took a different approach.

Avion worked with the bank’s product owners and UX designers to reshape the digital help and support hub’s information architecture, navigation and content structure, creating a production-ready framework for a simpler, more scalable support experience.

Clearer pathways into Everyday Banking, Home Loans and Business Banking support made it easier for customers to find answers without wading through hundreds of FAQs, tools and support resources.

Designed to scale as new content is added, the new structure cuts through information clutter, reduces search friction and helps customers solve routine issues on their own.

3. Improved support across key banking products

Finding the right support area was only part of the challenge. Customers needed a faster way to complete common banking tasks without working through long lists of articles and FAQs.

Avion helped redesign support experiences for Everyday Banking, Home Loans and Business Banking. Rather than presenting customers with extensive lists of support content, the new structure prioritised common tasks, making key banking activities easier to find and complete.

Customers benefited from a more task-focused support experience across all three product areas:

• Everyday banking customers could easily find information about managing accounts, cards, statements and internet banking.
• Home loan customers had clearer pathways for tasks such as redraws, repayments and rate enquiries, alongside direct access to lending specialists when needed.
• Business banking customers could easily navigate common operational and day-to-day banking tasks.

4. Reviewed more than 500 FAQs

Avion reviewed more than 500 self-service FAQs, prioritising the topics generating the highest demand for support, including password resets, internet banking access, transaction disputes and daily transaction limits.

Working alongside internal teams, we rewrote support content in plain language and created clearer task-based guidance. Customers could see every way to complete tasks, whether through the Suncorp App, website or Internet Banking.

We also used customer feedback to improve content over time and help ensure information remained clear, accurate and consistent across the support experience.

The results

34% fewer click-to-calls

Click-to-calls from the website fell from 58,926 to 38,972 over the following year, a reduction of 19,954 calls.

Greater contact centre capacity

Shifting routine enquiries towards self-service allowed support teams to focus on more complex customer needs. Reducing avoidable demand also freed up capacity across the contact centre without increasing headcount.

Faster answers for customers

Customers could easily find information, complete tasks online and access specialist support when required. The result was a simpler support experience that reduced friction and helped customers resolve issues with greater confidence.