Redesigning a Scalable Complaint Resolution Platform | Anarish Case Study

Overview

Revamping a Complaint Management System for Efficiency

We partnered with ServitiumCRM to redesign their Complaint Resolution Management System and Admin Panel used by service centers across India. The platform was built to manage service requests but became difficult to scale and maintain. Our goal was to revamp both systems to improve complaint handling and simplify data management for users.

Launch Time6 Months

Design To Code Success100%

Screens Made80+

Business Impact+38% faster call logging

Tools Used

Objectives

User Experience Impacted by Complex and Unfocused CRM

Workflow Automation Complexity:Building and maintaining automation for lead nurturing, ticket routing, or follow-ups can be complex and time-consuming. Even minor process changes often require reconfiguration, adding to operational overhead.

Data Overload Without Visual Clarity:Too much raw data is shown without prioritization or visualization, making important KPIs are often buried under less relevant metrics.

User Adoption & Training:The UI is cluttered with too many features, making key actions hard to find. A lack of visual hierarchy and intuitive layout further hinders usability.

Lack of Role-Based Design:The same interface is used across sales reps, managers, and support agents, as a result, role-specific features are not prioritized.

User Research

Mapping the People Behind Hospitality Excellence

We conducted a 2-hour workshop with members from PM, design, tech, and business teams to dive deep into the app’s goals and lay the foundation for an engaging and intuitive user experience.

Purpose and Direction

Revamping a Complaint System for Clarity and Efficiency.

We set out to modernize an outdated CRM used by call centers and service centers to manage customer complaints. With a focus on usability, role-specific needs, and a clean information hierarchy, the new design streamlines task execution and improves turnaround time across departments.

Built differentiated flows for Call Centre and Service Centre operations

Simplified complaint logging and assignment with clear prioritization

Introduced technician-friendly mobile UI for on-site resolution

Enhanced visibility into KPIs, complaint statuses, and team performance

Design System

Laying the Visual Foundation

UI Design

Designing for Role-Specific Needs

Each interface was structured around the unique goals, responsibilities, and workflows of its users, ensuring that critical information is easy to find and essential actions are always within reach.

Turning complex service data into actionable insights

The redesigned CRM brings critical service data, complaint status, customer information, and team performance into one intuitive interface—helping call center and service teams act faster and manage every interaction with greater visibility.

Empowering Technicians with a Custom Mobile App

Technicians operate in dynamic, on-the-go environments where timely response and accurate service are critical. A custom-built mobile app enhances their productivity by offering real-time access to task lists, service histories, manuals, and digital checklists—all from the field.

The app also enables instant communication, status updates, and media uploads from job sites, ensuring transparency and better issue resolution.

Website Design & Development

ServitiumCRM

ServitiumCRM is an AI-powered service management platform helping enterprises streamline after-sales service, field operations, warranty, AMC, and customer support while improving efficiency and productivity.

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