3 ways to optimize search to create the best online self serve customer support experience webinar...

BEN LACKSR DIRECTOR, MARKETING & BUSINESS DEVELOPMENTSWIFTYPEBLACK@SWIFTYPE.COM

3 ways to optimize search to create the best online self-serve

customer support experience

DAVID KAYPRINCIPALDAVID KAY & ASSOCIATESDAVID@DBKAY.COM

Founded January 2013

$23M in venture funding by NEA & Y Combinator

30+ Employees, HQ in San Francisco

Largest independent search provider on the Internet

ABOUT SWIFTYPE

ABOUT SWIFTYPE

500,000+ websites, 4 billion+ queries/month

POLL:

How do you engage with customers today?

A: PhoneB: EmailC: Chat/SocialD: Self-Serve

PHONE EMAILCHAT/SOCIAL SELF-SERVE

• Calls coming in because customer couldn’t figure out problem online

• Need help solving more complicated problem

PHONE EMAILCHAT/SOCIAL SELF-SERVE

• Longer resolution times

• Resolutions more complex

From: Angry CustomerTo: Postal Service

I paid $110 for PRIORITY and it took EIGHT DAYS to get my parcel from downtown San Francisco to the San Francisco airport, a distance of 14.8 miles. A turtle could have done that in four days. Seriously, I looked it up. An ordinary box turtle cruises 0.17 mpg; it could make it from the Rincon Center post office to the cargo terminal of SFO in 87 hours. The …….. post office took 179 hours to make the same trip.

And I had to wait in line at the post office. There is no line at the turtle store. I could have popped in, bought a turtle, strapped the parcel to its, shell and it would have gotten there in less than half the time.

Can I get a refund here? A partial refund? A complimentary box of turtle food? Anything?

Source: imgur.com

PHONE EMAILCHAT/SOCIAL SELF-SERVE

• Growing channel for engaging with customers

• Questions easy to answer, not too complex

PHONE EMAILCHAT/SOCIAL SELF-SERVE

• According to Forrester, online self-service is now most widely used customer service communication channel

• First time in #1 slot (phone interactions #2)

Not Deflection, but EngagementSimplify,improve

(“How do I set up my email?”)

Engage (“I want to sign

up for…”)

Eliminate the problem

(Common issues)

Use self-service

(“Error 1468 after

upgrade”)

Value to Business

Value to CustomerIrritating Valuable

Waste

Valuable

Based on the Value-Irritant Matrix:Price, Jaffe: The Best Service is No Service

From the Funnel to the NetworkThe Evolution of SupportMoving to a Swarming Organization

The Support Center

CUSTOMER ISSUES

Level 1

Level 2

Level 3

10,000

2,000

400

80

Let’s say,each level solves

80%& escalates

20%

KM is the Next Logical Step

Self-HelpCUSTOMER ISSUES

Fix it once,use it often.

Self-Service Handles More

Assisted Self- Service

( CUSTOMER ISSUES )

80 defects

10,000 cases 100,000 issues!

Changing the “Funnel”

Assisted Self-Service

( CUSTOMER ISSUES )

Mostly New Known

Competenciesand opt-incollaborationreplace tiers

Extending to the Users

Assisted Self-Service

( CUSTOMER ISSUES )

Peer SupportForums

Estimating Successand Deflection

Self Help Mapping

WebFirst

ContactFirst

Self Help Mapping

WebFirst

ContactFirst

Might Escalate

Self Help Mapping

WebFirst

ContactFirst

SuccessfulWeb Visits

Might Escalate

Self Help Mapping

WebFirst

ContactFirst

SuccessfulWeb Visits

Escalations Deflections

Self Help Mapping

WebFirst

ContactFirst

SuccessfulWeb Visits

Escalations DeflectionsDe-escalations

Details and formulas inhttp://www.thesspa.com/sspanews/October09/article8.asp

The Elusive “S”•Benchmarks

•Surveys• Solution (non-response bias!)• Email / Web exit (non-response; annoying?)Support center (use in correct formula)Telephone

•Clickstreams

Web User Survey Script• “Thinking about the last time you came to our site,

and thinking about the reason you came there, what exactly was your goal?

• [Success rate] “Were you successful in accomplishing that goal?(If yes) [Escalation rate] “If you hadn’t been successful, are you entitled to open a case with us, and would you have done so?(If no) [Escalation rate] “Did you eventually open a case with us for that same reason?

• “Is there anything else you’d like to tell us about your self-service experience with us?”

Implicit Success Measures1. Define three categories of sessions

a) Almost certainly unsuccessfulb) Plausibly successfulc) Hard to tell

2. Define clickstream rules for a and b

3. Decide how many to count as successful(e.g., a=0%, b=75%, c=25%)

4. Do the math

5. Improve the calculations through surveys• Move patterns from c) to a), b)• Refine the success percentages

Estimating DeflectionIf escalationrate is known

If “tried first”rate is known

72% of customers prefer self-service to resolve their support issues over picking up the phone or sending an email

Customer Service Channel*Cost Per ContactCall center support Call center CSR Web chat or callback Email response Web self-service *Forrester’s North American Technographics Customer Experience Online Survey

Why self-service?

$ 12 and higher$ 6 and higher$ 5 and higher$ 2.50 to $5 and higher$ 0.10 or less

POLL:

How satisfied are you with your existing self-service customer support experience (1 – very not satisfied ; 5 = very satisfied)?

How do you optimize search to create the best

self-service customer support experience?

Understand what people are searching for

1 word2 word

s3 word

s4 word

s5 word

s 0 0.125 0.25 0.375 0.5

KB related queries from customers (15M queries)

86.5% of queries have 2 or fewer words94% of queries have 3 or fewer words

Customers explain exactly what they want in only a few words

Customers explain exactly what they want in only a few words

Customers want it now and fast

Customers explain exactly what they want in only a few words

Customers want it now and fast

Customers want it right the first time

Data Overload

So where should you start? Search…

Autocomplete

Relevance Model

“No results”

Control & Customization

RESULT RANKINGS

WEIGHTS

ANALYTICS

Control & Customization

RESULT RANKINGS

WEIGHTS

ANALYTICS

Control & Customization

RESULT RANKINGS

WEIGHTS

ANALYTICS

BEN LACKSR DIRECTOR, MARKETING & BUSINESS DEVELOPMENTSWIFTYPEBLACK@SWIFTYPE.COM

Thank you!

DAVID KAYPRINCIPALDAVID KAY & ASSOCIATESDAVID@DBKAY.COM