Driving Customers to E-Service Ben Stephens Service Strategies SSPA 2003 San Diego Conference

What is the Value? Driving Customers to E-Service Lower Case Volumes Knowledge Re-Use Case Deflection Self-Reliant Customers Lower 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 Product Value 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 Product Benefits Resources They are in the Same Boat!

Customer’s Balancing Act Product 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 ComeForce 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? CustomersE-Service Experience Service Marketing Support Engineers Web Support Development Corporate IT

Where Are You Going Define the Goals for E-Service? E-Service Experience Service Marketing Support Engineers Web Support SM Goals SE Goals WS Goals E-Service Goals 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 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 Web Usage Case Submittal Downloads Knowledge Usage Logins Active Web Users

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 AdoptionSatisfactionCase Resolution Improving Web Usage 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 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 Stephens Service Strategies SSPA 2003 San Diego Conference