driving customers to e-service ben stephens service strategies sspa 2003 san diego conference...
TRANSCRIPT
Driving Customers to E-Service
Ben Stephens
Service StrategiesSSPA 2003 San Diego Conference
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