Presentation on theme: "Welcome & Support Centre (WSC) Operations. 2 Agenda Introduction Overview of Operations Size of the Operations Multi-lingual environment What we do."— Presentation transcript:
2 Agenda Introduction Overview of Operations Size of the Operations Multi-lingual environment What we do (RCA) Why we troubleshoot OSA (Knowledge base) Current Translation process and its consequences Expectations from SMART
3 Introduction Xerox (Europe) Limited includes 4 Call Centres: 1. The Welcome & Support Centre 2. The Consumables Call Centre 3. The Financial Call Centre 4. Other services Sophie Pidoux-Loughran, Internet Customer Support Manager Xerox (Europe) Limited, Dublin, Ireland Xerox (Europe) Limited employs around 1,500 people in Dublin
4 Welcome & Support Centre Buildings 3 & 5 XBS, EDS - B2 Governance and Financial Services – Building 4 Financial Services - CA & Irish Central Business Unit, Building 1 Consumables – B5
5 WSC background & structure The WSC takes: 5 million calls each year 23,000 calls a day We support: 14 European countries 11 languages all Xerox products 400 people in the Welcome & Support Centre: Frontline (265 agents) Escalated Support : Hardware:1st Level (15 specialists) Software: 1st Level (27 specialists) Other teams in the WSC: Technology team KMT (knowledge Management Team – OSA KB) PLT (New Product Launch Team) Quality & Processes Training Reporting Web Promotion team
6 Remote Customer Assistance ( RCA ) What we do (high level): To help customers with their technical problems over the phone. If we cannot solve it, then we arrange for a field engineer to be sent. There are 2 main Groups in the WSC (performing RCA): Frontline Escalated Support RCA The objective of the WSC is to solve as many calls over the phone or on the Web. The RCA rate is a KEY measure for our performance in the WSC.
7 XE Remote solves over the phone (RCA) 2006 22% in 2006 Target: 29% in 2007
8 OSA external usage / Success rate (XE) Key Messages: Remote solves are done earlier in the service process The success rate is quite high Key Messages: Remote solves are done earlier in the service process The success rate is quite high 75% 30,000 sessions per month
9 PHONE S.A.M. (Speech Recognizing system) Technical Support or Consumable Online Support (external OSA KB) Escalated Support (SW –HW troubleshooting) WEB www.xerox.co.uk/support WSC Frontline team How do we support customers Email Phone Online Support (internal OSA) Eureka Labs Etc… 5% Field engineers 73% 22%
10 Xerox Help Desk: a Multilingual Reality Language Group FrontlineEscalated Group: SW Escalated Group: HW DUTCH 223 ENGLISH 455 FRENCH 556 GERMAN 33515 ITALIAN 272 NORDIC* 394 PORTUGUESE 171 SPANISH 272 TOTAL 2652715 Each language group has got: 1.1 Manager 2.Several Team leaders (on average, 1 TL manages 15 to 20 agents) 3.1 or 2 Technical Mentors (to help the troubleshooters to use OSA and dealing with problems with customers) 4.Agents / Troubleshooters *The Nordics use the OSA in English. Not translated!
Why do we do Remote Solve over the phone (RCA) or on the Web? RCA (Remote Customer Assistance)
12 Support Cost <$1 Web Self-Help Logistics Partner On Site $30 Cost of Problem Solving Resource Objective: Customer problem solving to move earlier in the process, enabling us to restructure our business and reduce cost of support. Welcome & Support Centre $5 Service Engineer On Site $120 Email $2 Escalated Support $10
What do we use for troubleshooting over the phone or on the web? OSA (Online Support Assistant)
Geographic Deployment Key Messages: Supported in virtually every Xerox market Available in English, French, German, Dutch, Italian, Spanish, Portuguese, and Simplified Chinese Completed 3Q06 TBD
17 Search for your product by name Or use the product selection tool
18 Search using Natural Language Query Browse for Solutions FAQs updated based on top problems reported Product Specs Search by Fault Code Clicking noise
19 Customer Search Terms are highlighted in the Results Listing The Customer may Refine their Search, if necessary
20 The Customer may contact Xerox for additional support, if required The solution can be printed or emailed
21 Facts on OSA GLOBAL program (OSA project started in Sep 2000 when the Global team (eService) was formed.) OSA was deployed for customers (“naïve users”) in 2002 and to the agents (“Troubleshooters”) in 2003. OSA main features: KB for both customers and agents (different templates as different needs) Cater for novice and expert users for both internal and external audience Includes All products (PSG, office, OSG, etc…) (more than 400 products in the KB) Multi-lingual (De, Es, Fr, It, Nl, Pt) Handle localisation Highly graphical KB Content: Technical Solutions +fault codes + error messages + How To Product Specifications +FAQs for each product Option to email or print solutions Content includes hardware and software solutions Option for agents to provide feedback (general and technical)
23 Existing KB Translation Process Facts: Weekly updates of English KB The OSA KB is available in 7 languages We use 1 translation agency In 2006, we translated 3.5 million words Problems: Translation process every 9-12 months Takes 3 months from the time we request translation and the time it is available in Production Funding translation is difficult Result: English and French KBs not in sync Non English Agents use English KB Global Knowledge & Language Services
24 How to reduce Translation cost? Industry standard translation tool used: Use of translation memory Facilitates literal translation for content not in memory Style Guides used to minimize customization KB “In-Context” Translation Validation Tool Agreement reached to utilize a single, universal (i.e. “generic”) version of English, French, Spanish and Portuguese, saving incremental translation and file maintenance of additional languages The side-by-side “in-context” validation tool is used to review and correct literal translations – which are then loaded into translation memory.
25 Need of translation PROVEN We know, thanks to a project on translation, that RCA is actually higher when agents are using their local / translated KB (even with limited content) Key Learning 10% - 50% reduction in agent talk time when KB’s are translated into local language. 22% reduction in serviceable calls being escalated to 2 nd level or field. Avg. web solve rate is 150% higher on knowledgebase’s that are translated into local language
How to improve the OSA usage internally XE – Quality Assurance project – Nov 2005 – April 2006 USA – Quality Assurance projects – 2005 - 2006
27 OSA KB usage v RCA rate: USA findings There were several projects conducted around solve rate (in the USA) and every project recommended to focus on increasing usage of the OSA KB in the Welcome Centre. Why? Because the OSA usage is linked to the RCA rate. The more the agents use the OSA KB, the higher the RCA rate is. USA DATA: About 6 months ago, the US KB usage was roughly 30% Now, it is around 55% and rising.
28 Main issues in XE (April 06) 1. Translation not frequent enough (out of date) 2. Search mechanism not effective enough 3. Poor communication between the OSA group and the WSC 4. No focus from Management (no targets for OSA) 5. Not enough content in OSA for New Launched products 6. Repetitiveness of tasks v Technical Knowledge (Controlling & Mentoring) 7. Working in a pressurised environment (Not ranked by order of importance)
29 Solutions implemented/ in progress in XE 1. More focus on OSA from: 1. Management 2. Training 3. Mentors 4. KMT 2. OSA KB enhanced (search mechanism, etc…) 3. OSA training package enhanced 4. eService strategy updated / Global team re-formed 5. Translation Strategy (WIP) 6. Web Promotion
We need more help with translation Is SMART the answer?
31 SMART Key features Cross Lingual Information Retrieval (CLIR): Allow users to search an English KB using keywords in his own language e.g. Norwegian agents using the English KB Term Translation: Users can also use the On the Fly translation (terminology translation enhancement) feature for the English solution (mouse over) Domain Specialization: Focus on improved Machine Translation technologies + Supporting call centre agents in cross-language contexts 1 2 3
33 On the Fly Translation Query in language other than English (e.g. French): “lignes blanches horizontales” Enhance English Knowledge Base with native language terminology (e.g. French): “lignes blanches horizontales” 2
34 English KBFrench KB XML file Export to GKLS input batch Translation Memory Forward to GKLSCompare to Content for translation Translator Translated XML file Add translationDump into Update Requirements TRANSLATION Current Process English KB AT-OSA Export to Updated XML file French KB Enhances XML file and generates Dump into XML file Indexing & Automatic translation of TECHNICAL terms 80% French + 20% English, (English content enhanced with translated terms = translation available with mouse over) Forward to GKLS Phase 2 Phase 3 AT-OSA Updated XML file French KB Enhances XML file and generates Dump into Indexing & Automatic translation of ALL content 100% French (but 20% automated translation) Phase 1 English KBFrench KB XML fileExport toDump into 80% French + 20% English content with ability to search in French Forward to GKLS Indexing CLIR CLIR + Terminology Translation Full MT
35 Summary of our Expectations With Technologies issued from the SMART project, our expectations are as follows: 1. Search the English OSA KB using non-English key words 2. All new English content to be automatically translated and made available to non-English agents (and maybe customers) 3. Get a cost reduction in our Translation bill with our translator partner GKLS 4. Increase the OSA KB usage 5. Increase RCA 6. Decrease Escalated calls 7. Reduce Agent’s talk time
36 Challenges SMART issued Machine Translation technologies will not replace the manual translation & costs Xerox will have to co-exist and integrate SMART technologies with the OSA infrastructure SMART will have to be performant (speed wise)
38 Customers expect it from a digital company Provides support alternatives to Customers Draws significant loyal traffic to Xerox.com Significant reduction in infrastructure costs Job enrichment, retains critical support skills eService -Why do it? Key Message: We recognized the industry shift to customer self-service was accelerating 20002004
39 OPB Key Messages: Common Customer Support experience for all products Eliminates 7 external customer facing web sites Retires 13 legacy support systems C&TS Print System SOHO Europe XE RCA (eService Interim) OESBT Xerox.com SOHO FAQ’s A Coherence Breakthrough...
40 Localized Results Service Strategy in UK does not permit Customers to change the Copy / Print Cartridge Content dynamically displayed based on Country and Product variables
47 DefineMeasureAnalyseImproveControl Measurement Manpower Mother nature Material Method Machine Why OSA usage varies across WSC ? OSA report Target usage / Incentive Service level Refusal RCA CQT quality Mentor coaching TSR tenure TSR attitude Customer error OSA training Research Key word Product knowledge Headcount UK v Other LG KB Tips V KB Special event Historic of tool / perception Info missing Translation Link break Consumable Slow access Broken part Poor Software KB Poor New Products KB Color escalation Closing call Recall Chase Non Serviceable call Cycle GFFM validation PSG products Mentor usage GFFM submitted Call length Customer not cooperative Trend tool Systems complexity 5 WHYs on Fishbone & Priorities Download access denied Business Changes Helpdesk Customer Mentor support Process Management focus Call activity Mail sent to Customer ESG escalation Lack of Graphics Service manual User/Admin guides Training manuals Other Websites Top 90 Sol LSS#1 Crash of all systems Checklist consistency Communication KMT/Front Line Upgrade KB strategy UK KB first
48 October 1998 Welcome Centre migration from countries January 1999 Channels support migration from Countries and Outsource Provider April 2000 Textronix migration from UK to Channels OPB June 2002 Merge Channels and Welcome Centre January 2003 Office Escalated Support moved to WSC January 2004 Lean Six Sigma RCA Improvement Projects implemented May 2004 Operations Language alignment March/July 2004 Migrated Spain/Italy OSG business to WSC April/July 2005 Migration of Portugese welcome centre to WSC November 2005/February 2006 S.A.M. Voice recognising system April/June 2006 Voyageur WSC History
51 Web Metrics/Success Assumptions 100% of hits to the “yes” button 100% of save url requests 90% of hits when Solution.tem is the exit page 80% of hits from Startup.tem to Drivers & Downloads link 60% of hits when exiting from solutions results page 60% of hits when exiting from FAQ solution 20% of send url requests
52 Facts on KANA EMAIL Automatic routing based on country, language and product Emails routed based on rules Not using personal email address Automatic distribution of emails Agents can use pre-written replies (called “categories”) Advanced Reporting Specific service level can be set up for each queue We can assign users to different queues. This way it's not a problem if a person isn't in one day, as someone else can just log in and work on the emails If someone leaves an email in his inbox for too long, it will be released into the "shared" queue again, as we don't allow inactive emails in the system. Issues: Attachments over 1MB Emails received outside working hours not deducted from Service level reports 1 service clock for all time zones It doesn't have a way to "read/analyse" the information
53 OSA Training given to agents WSC 4 WEEKS Telephony system Call Handling systems Softskills Buddy Up Troubleshooting class OSA KB theory / GFFM Black & White products Colour products Networking Multifunction software Role Play Assessment Training with the mentors (translated keywords) More training after 2 months
54 Request for Assistance Form The product’s name will be automatically populated Once [Submit] is clicked an email will be sent to the WSC team in Dublin via Kana-Email
55 Receive an auto-acknowledgement via email The customer will then… Get a submission text The agent in Dublin will handle the Request as per current processes
Knowledgebase Translation Project Project Description Key Learning Objective: To determine the benefits of local language translation of knowledgebase’s. Languages in scope: French, German, Italian, Dutch, Portuguese & Spanish 10% - 50% reduction in agent talk time when KB’s are translated into local language. 22% reduction in serviceable calls being escalated to 2 nd level or field. Avg. web solve rate is 150% higher on knowledgebase’s that are translated into local language
57 OSA usage v RCA rate: USA findings The USA has completed multiple projects where usage was analyzed and efforts have been made to increase both internal and external usage. Below find some of the key findings. “There are several different things that drive usage of the knowledge base. In the US, they saw their usage rate drop dramatically when the agents were told to obtain customer concurrence to help them over the phone. The way the agent tried to engage the customer was clumsy at best. Also, since the primary metric in the US Welcome Centre was LOS (Level of Service), the primary focus of team leads and managers became LOS, not solution rate or KB usage. In short, it was not as important to solve the customer’s problem as it was to answer the phone and get the customer off the phone.” There were several projects conducted around solve rate (in the USA) and every project recommended increased usage of the KB in the Welcome Center. Once the management focused on increasing usage and started making it a priority with the agents, the usage rate went up. Just so you have an idea of the difference, about 6 months ago, their usage was roughly 30%, and now with the increased focus it is around 55% and rising.
58 Standards: Style Guides Key Message: All style work was agreed, documented, and followed yielding excellent results. Agreement reached to utilize a single, universal (i.e. “generic”) version of English, French, Spanish and Portuguese, saving incremental translation and file maintenance of additional languages.
59 Recap The OSA Knowledge is always entered first in English There is always a gap between the English KB and the translated KBs. Current gap affects the troubleshooters / agents, and our remote solves (linked to the OSA KB usage) Main objective: Need the translated KBs to be kept up to date to increase the OSA KB USAGE, and consequently our Remote solves. However: SMART issued Machine Translation technologies will not replace the manual translation & costs Xerox will have to co-exist and integrate SMART technologies with the OSA infrastructure SMART will have to be performant (speed wise)