The Salty Dashboard 2022
CDK Salty is transforming when and how insurance is purchased. By digitizing the customer experience, Salty seamlessly provides a bindable quote without disrupting the car-buying process. The Salty dashboard—used by both our in-house agents and dealership partners—centralizes customer information, history, and communications, ensuring a streamlined and efficient workflow.
The Problem
As Salty expanded and launched in more dealerships, the number of forms submitted through the dashboard nearly tripled. Our agents were not only expected to keep up but also deliver a quote within eight minutes of form submission. However, the average time from start to send was over 12 minutes. Additionally, our sales team was struggling to meet their monthly lead and sales targets.
The dashboard before improvements
The Goal
We determined that our main objective is to decrease quoting time for our agents and keep leads a priority for our sales team.
The Redesign Process
We conducted a card-sorting session with our agents and sales team to identify the most essential functions and prioritize key information for easy access. The dashboard’s information hierarchy was carefully evaluated and tested to assess its impact on efficiency and determine whether it was contributing to prolonged quoting times.
Discovery
I sent a survey to our sales department and in-house agents to gather feedback on what should be added or removed from the dashboard. The goal was to identify quick, impactful improvements that could be implemented efficiently.
Findings
1. Once the customer has submitted a form the ability to view all their information in one place without having to go back through the form would save on manual quote times. It would also provide a better customer experience because the agent would not need to ask the customer twice for the information they already submitted.
2. Add a filter or sort option so team members can prioritize information that was important to them. Sales could see leads and agents could see customers submitting forms.
3. Some agents are bi-lingual so the ability to filter Spanish-speaking customers was important in eliminating customer transfers and placing them on hold.
4. A big feature request was to integrate a call or SMS feature into the dash so agents did not have to leave the quoting page to communicate with customers and vise versa. When agents left the messaging app to start a quote there was no way for them to be notified of unread messages.
The Solution
Based on all of our findings, we narrowed our focus into 4 areas for potential improvement of our original dashboard:
1. A customer summary slide out
2. A filter/sort feature
3. Integrated Call/SMS and a customer’s touchpoint history
The Redesign
The Customer Slide Out
The customer slide-out has all the information an agent or sales representative needs to generate a quote or communicate with the customer. The hierarchy of the information is now representative of the actual flow of the quoting process.
Customers are now assigned an agent (top right-hand corner) to help with leads and the follow-up process.
Filtering & Sorting
Feedback from agents and sales representatives allowed us to create the first iteration of filter options.
Integrated Call/SMS
The history tab appears once past calls and chats are added to the log.
Integrated Quote & Form Management
Next Steps
The released version of the dashboard has been well received by the Salty team. However, there are still improvements that can be made. The product team is currently monitoring usage and feedback and improving and adding features that come to our attention.
We are currently working on the usability of the history tab and improving the dealer dashboard.
