driving customers to e-service ben stephens service strategies sspa 2003 san diego conference...

Driving Customers to E-Service

Ben Stephens

Service StrategiesSSPA 2003 San Diego Conference

BStephens@servicestrategies.com

What is the Value?

Driving Customers to E-Service

Lower Case Volumes

Knowledge Re-UseCase Deflection

Self-Reliant CustomersLower Support Costs

Increased Customer Satisfaction?

Support Cost vs. Customer Value

Support Product Value Service Levels Budget

Customer Business Value Ease of Use Budget

Support Perspective

ProductValue

Resources

Balancing Act Between

Support Balancing Act Service Levels

Documented As Perceived by Customer

Product Usage Explain Features/Training Installation/Upgrade Assist with Product Planning Defect Resolution/Workaround

Resources Staffing Capital Resources Budget Renewal Revenue

Further Complicated By – Poorly Trained Customers Frequent Product Releases New Technologies Product Quality Issues Budget Compression

v.s.

Customer’s Perspective

ProductBenefits

Resources

They are in the Same Boat!

Customer’s Balancing ActProduct Value Deliver Business Benefits Usability Extend Product Value

Product Environment Stability Compatibility

Resources Budget Compression

Further Complicates By - I Paid for This Service! Product Perception Issues Organizational Issues Trained Staff Expectations of Support

v.s.

Generally Two Philosophies

Build it and They Will Come

Force Them and They will Comply

What is Your Philosophy?

They Will Come Force Them

Varies by Service Offering

They Will Come Force Them

Case Submittal

Knowledge Search

Patch Download

Documentation Download

Collaboration Env.

Product Notices

Philosophy Varies by Market

Market (s) Served Desktop vs. High Tech Shrink Wrap vs. High Cost Customer Type Support Offering

More Web is More Better

Well is It?

Why? Issues are Not Unique Knowledge Search Tools are Improving New Collaboration Tools are Available Web Access Continues to Rise We Just Need to Convince Our Customers!

Absolutely!!!

How Can We Be Successful?

Driving Analogy… What Does it Mean to Drive

Know Where are Going Have a Defined Route to Get There Know When You Have Arrived Carefully Monitor Progress

Where are You Going?

Who is Responsible for the E-Support Experience?

Customers E-ServiceExperience

Service Marketing

Support Engineers

Web Support

Development

Corporate

IT

Where Are You Going

Define the Goals for E-Service?

E-ServiceExperience

Service Marketing

Support Engineers

Web Support

SMGoals

SEGoals

WSGoals

E-ServiceGoals

Communicate Goals!

Define E-Support Goals

Identify Customer Value Perceptions and Link Goals

Identify and Set up Measures of Success

Define Each Team’s Contribution to Success

Build Teamwork Based Incentives

Build Reporting Mechanisms

E-Service Success Measures Adoption Goals

Percent Customers with Web Accounts Percent Active Web Users New Contact Active Usage Goals E-Case Submittal Percentage Usage Shifts

Usage Goals Percent Web Submitted Cases Percent Email Submitted Cases Percent Searching Knowledge Base Active Times Web Transactions Hits

E-Service Success Measures

Satisfaction Overall Site Satisfaction Component Satisfaction Scores

Case Resolution Web Case Resolutions a.k.a. Case Deflection Satisfaction

Scores by Component Area

Site Availability and Site Response Time

Adoption Goal Progression

Web Accounts

Customers WebUsage

1

2

3

4

5

• Case Submittal• Downloads• Knowledge Usage• Logins

Active

WebUsers

Where Are We?

Know Who’s Responsible Know Your Goals Know How Your Going to Measure Them Now What?

How Are You Going to Get There?

Define the Gap

Gap Build Programs to Close the Gap

Defines Your Driving Route

Define Programs -- Adoption

Adoption

Gap Programs to Close Gap• New Customer Program• Customer Web Profiles• Customer “Web” Surveys• “Take Customer to Web”• Event Survey Upgrade

Links Web Service to Business/Product Value

Build Your Plan and Execute

Adoption

Satisfaction

Case Resolution

Improving WebUsage Plan

Close the Gap

Communicate!• Customer• Support

Best Practice – Customer Profiles

What Kind of Profile? Move Beyond Anecdotal Information Define Key Usage Behaviors

Web Frequency E-Case Submittals Call Usage KB Usage Customer Since Last Access

Best Practice – Customer Profiles

Integrate Usage Profile in CRM Build “Usage Programs” Around Profile

Take Customer to the Web Promotional Campaigns Email to Web Campaigns

Leverage Profile Data Feedback Surveys Type of Questions Asked Results Analysis

Customize “What’s New” Messages

Best Practice – Website Awareness

New Customer Programs New Customer E-Tours Prospect E-Tours Self Guided and Directed Website Webinars

New Contact Programs Follow Up Programs/Reminders

Subscription Profile Updates

New Feature Announcements – link to Value! Customer Loyalty Programs Support Team Communications!

Best Practice – Data Mining

Wealth of Customer/Product Info in Support Tools Centers are Seeing Value in Mining Data Leverage to Increase Web Usage

Why Do Customers Call Analysis “What’s New” Customization Top Solutions by Product Category Include Data in Customer Profile…

Support Team Mining….

Best Practice – Knowledge Management

Customer Training in Knowledge Base Usage Recently Viewed KM Entries Knowledge Push Programs Web Site “Bookmark” Area for Knowledge Articles Provide a Method for Customers to Submit KM Articles Provide Repository for Customer KM Articles

Best Practice – Account Management

Beyond Personalization Strategic and Top Tier Support Plans Provides Account Level Relationship View

Cases Discussion Threads Defects Project Tracking Account Discussions Alerts Satisfaction Scores News Letters

Bring Your Best Customers Closer..

Best Practice – Account Management

Beyond Personalization Strategic and Top Tier Support Plans Provides Account Level Relationship View

Cases Discussion Threads Defects Project Tracking Account Discussions Alerts Satisfaction Scores News Letters

Summary--

Understand the Balancing Acts --- Know Your Web Site Philosophy Know Who’s Responsible Build Single Set of E-Service Goals Identify Gaps – Build Programs Start Driving…. Monitor Progress….

Driving Customers to E-Service

Ben StephensService Strategies

SSPA 2003 San Diego Conference

BStephens@servicestrategies.com