1 PROPRIETARY &

CONFIDENTIAL

SELF SERVICE YOUR

CUSTOMERS WILL LOVE

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2 PROPRIETARY &

CONFIDENTIAL

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Speaker

Johan Jacobs, Executive Consultant &

Former Research Director,

Gartner, Inc.

Johan Jacobs

Executive Consultant &

Former Gartner Research Director

12 November 2013

johanj01@telkomsa.net

Twitter: Bushman10

What does “Self Service” mean?

Individual Self Service

Web Self Service

Survey — Why Are Customers Not Using Your Web Self-services?

a. Website is old and not updated recently

b. Too many “clicks” to get something done

c. Difficult to receive support while on website

d. Customers don’t have web access or not a web user profile

e. We don’t offer web self service at all

f. Our competitor has better web self service than us

Dissecting Web Self Service

Transactional Web

Self Services

User Interface / Web or Mobile

Self Service Portal & Logon

Authentication

Transactional Systems i.e.

ERP (SAP / Oracle)

Payments Engine

Supply Chain & Warehousing

Assisted Web

Self Service

Web Chat

Email Response Management System

Collaborative Browsing

Video Chat

Social Customer Service

Peer-to-peer Communities

Un-Assisted Web

Self Service FAQ

IVR

……………………………………

Knowledgebase for Self-service

Email Response Management System

Virtual Assistants

"How-to" Video

SMS and Multi-modal

$$$$$$$ $$ $

Many Channels to Use

Web Self Service

Survey — How Useful is a FAQ?

a. I always (>80%) get a relevant answer when using a FAQ

b. I sometimes (>50%) get a relevant answer when using a FAQ

c. I seldom/never get a correct answer when using a FAQ

d. I never bother trying to get an answer from a FAQ

Identifying Different Segments of Customers Category of Customer

Your Estimate

% Actual

%

a) Customers that will never use your Web-based self-services due to age profile or bandwidth constraints or personal preference

? %

b) Customers that know about the self-service capabilities and have used it at least once or twice

? %

c) Customers that are regular users ? %

d) Customers that do not know about your Web self-service capabilities

? %

Divide your addressable (existing and potential) customers into the above 4 categories. Total must be 100 % across the above categories.

Identifying Different Segments of Customers Category of Customer

Your Estimate

% Actual

%

a) Customers that will never use your Web-based self-services due to age profile or bandwidth constraints or personal preference

8%

b) Customers that know about the self-service capabilities and have used it at least once or twice

45%

c) Customers that are regular users 27%

d) Customers that do not know about your Web self-service capabilities

20%

Transactional Self-Service Functionality Deployed

Why do Customers Stop using your Web Self Service?

10%

30%

60%

100%

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Ongoing and Consistent Use Over Time

6 – 12 Months 12 – 24 Months 24 Months Onwards

Survey — Why do Customers Stop Using Your Web Self-services?

a. Difficult to receive support while on website

b. Difficult to receive support while on website

c. Difficult to receive support while on website

d. Difficult to receive support while on website

e. Our competitor has better web self service than us

Transactional Self-Service Functionality Deployed

The Question you Should be Asking

10%

30%

60%

100%

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Ongoing and Consistent Use Over Time

6 – 12 Months 12 – 24 Months 24 Months Onwards

How do you get customers to use your Web Self-Service solutions AGAIN?

Stop wasting further effort on the Transactional activities

$$$$$$$ $$ $

Transactional Web

Self Services

User Interface / Web or Mobile

Self Service Portal & Logon

Authentication

Transactional Systems i.e.

ERP (SAP / Oracle)

Payments Engine

Supply Chain & Warehousing

Assisted Web

Self Service

Web Chat

Email Response Management System

Collaborative Browsing

Video Chat

Social Customer Service

Peer-to-peer Communities

Un-Assisted Web

Self Service FAQ

IVR

……………………………………

Knowledgebase for Self-service

Email Response Management System

Virtual Assistants

"How-to" Video

SMS and Multi-modal

Unassisted Web Self Services FAQ – Frequently Asked Questions

IVR – Interactive Voice Response (not necessarily Web)

Knowledge Base for Self Service – Highly Relevant Answers (85% relevancy and above)

Email Response Management – Auto response to emails with highly relevant content within 1 hour or less

Virtual Assistants – Creates stickiness and entertainment but deliver highly relevant answers

How-To Videos – Delivered as Video Knowledge

SMS & Multi-Modal – Integration of SMS/Texting & a URL to provide customer with referable link

Assisted Web Self Services Web Chat – Text engagement with live agent

Email Response Management – Auto preparation of responses to customer enquiries for CC agents

Collaborative Browsing – Screen sharing for problem resolution and great customer experiences

Social Customer Services – Ability to deliver support via Social network participation

Peer-to-Peer Communities – To help resolve issues customers might have on the web

Embed Support In the Transaction

Embed Support on Every Page

Support comes in Multiple Guises

Transactional Self-Service Functionality Deployed

Higher CSAT through embedded support

10%

30%

60%

100%

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Ongoing and Consistent Use Over Time

6 – 12 Months 12 – 24 Months 24 Months Onwards

Knowledgebase, Web Chat and ERMS

Virtual Assistant, Collaborative Browse, Multi-model Communications, Video and Social

Unassisted Support relies on Knowledge

Key Performance Indicator

Relevance of Response

Relevance of Response = First Call Resolution

Service Level Agreement

85% or more

Only ever deliver 3 or less answers to a question

Integrate Knowledge Everywhere Knowledge supports the “Search Bar”

Virtual Assistant relies on Knowledge

Email Response Management is supported by Knowledge

Great consistency and productivity in Web Chat is achieved by Knowledge integration

How-To video is classified as Video Knowledge and lives in the Knowledge Base

Social can be supported through Knowledge

New ROI Metrics Same answer irrespective if…

Customer searches Self Service KBS by themselves

Customer asks Call Center agent

Customer engage with Web Chat Agent

Multiple simultaneous concurrent Web Chat sessions

High Customer Satisfaction due to good quality responses

High Productivity due to not retyping same answer

Well Authored answers

Highly Relevant Responses (85% or more)

New Competencies Required Knowledge Base for Self-Service

Knowledge authoring and administration; Technical writing skills; Fact-finding skills

E-Mail Response Management

Business writing skills; Word processing

Web Chat Business writing skills ,as opposed to speaking skills; Multitasking

Collaborative Browsing

Multitasking; Speaking and writing skills; Product knowledge

Virtual Assistant

Graphical and video editing and design

Mobile Services

Multitasking; Text typing; SMS Authoring

Video Services

F2F persona; Friendly; Stress Management

27 PROPRIETARY &

CONFIDENTIAL 27 PROPRIETARY &

CONFIDENTIAL

MOXIE

SELF-SERVICE

DEMO

Omni-Channel – a step up….

Multi-Channel

Integrated-Channel

Cross-Channel

Building bridges between Online and Offline. Omni-Channel

Tight integration between Logical & Physical

In Closing - Telepresence Robots

Johan Jacobs

Executive Consultant &

Former Gartner Research Director

12 November 2013

johanj01@telkomsa.net

Twitter: Bushman10

32 PROPRIETARY &

CONFIDENTIAL

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• +1.800.474.1149

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CONCLUSION