Self Service Your Customers Will Love
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1 PROPRIETARY & CONFIDENTIAL SELF SERVICE YOUR CUSTOMERS WILL LOVE Thank you for joining us. We will begin promptly at 10:00am PT / 1:00pm ET. You must use WebEx audio via phone – receive a call back or dial-in options available in Communicate tab. All lines are muted. Please use the Chat panel for questions.
description
With 60% of customers preferring to self-serve online, many organizations are deploying self-service portals and websites. However, they are often disappointed at the low adoption rates and poor satisfaction ratings from their customers. During this complimentary webinar, Self-Service Your Customers Will Love, Johan Jacobs provided insight into the challenges and opportunities of self-service, including: • Self-service as part of a multichannel strategy • Moving beyond call deflection to new ROI measurements • Strategies to increase adoption rates and CSAT ratings • New trends for capturing and delivering knowledge
Transcript of Self Service Your Customers Will Love
1 PROPRIETARY &
CONFIDENTIAL
SELF SERVICE YOUR
CUSTOMERS WILL LOVE
Thank you for joining us. We will begin promptly at
10:00am PT / 1:00pm ET.
You must use WebEx audio via phone – receive a call back
or dial-in options available in Communicate tab.
All lines are muted. Please use the Chat panel for
questions.
2 PROPRIETARY &
CONFIDENTIAL
• Join us on Twitter - @MoxieSoft
and @Bushman10.
• All lines are muted. Please use
Chat panel for questions.
• Session is being recorded and
link will be sent to participants.
THANK YOU FOR JOINING
Speaker
Johan Jacobs, Executive Consultant &
Former Research Director,
Gartner, Inc.
Johan Jacobs
Executive Consultant &
Former Gartner Research Director
12 November 2013
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
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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
Twitter: Bushman10
32 PROPRIETARY &
CONFIDENTIAL
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• www.moxiesoft.com
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