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Driving Customers to E-Service

Driving Customers to E-Service. Ben Stephens Service Strategies SSPA 2003 San Diego Conference BStephens@servicestrategies.com. What is the Value?. Increased Customer Satisfaction?. Driving Customers to E-Service. Case Deflection. Knowledge Re-Use. Lower Case Volumes.

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Driving Customers to E-Service

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  1. Driving Customers to E-Service Ben Stephens Service Strategies SSPA 2003 San Diego Conference BStephens@servicestrategies.com

  2. What is the Value? Increased Customer Satisfaction? Driving Customers to E-Service Case Deflection Knowledge Re-Use Lower Case Volumes Lower Support Costs Self-Reliant Customers

  3. Support Product Value Service Levels Budget Customer Business Value Ease of Use Budget Support Cost vs. CustomerValue

  4. Support Perspective Balancing Act Between Product Value Resources

  5. 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 Support Balancing Act v.s. Further Complicated By – • Poorly Trained Customers • Frequent Product Releases • New Technologies • Product Quality Issues • Budget Compression

  6. Customer’s Perspective They are in the Same Boat! Product Benefits Resources

  7. Product Value Deliver Business Benefits Usability Extend Product Value Product Environment Stability Compatibility Customer’s Balancing Act Resources • Budget Compression v.s. Further Complicates By - • I Paid for This Service! • Product Perception Issues • Organizational Issues • Trained Staff • Expectations of Support

  8. Generally Two Philosophies • Build it and They Will Come • Force Them and They will Comply

  9. What is Your Philosophy?  Force Them They Will Come

  10.     Varies by Service Offering They Will Come Force Them Case Submittal Knowledge Search Patch Download Documentation Download Collaboration Env. Product Notices 

  11. Philosophy Varies by Market • Market (s) Served • Desktop vs. High Tech • Shrink Wrap vs. High Cost • Customer Type • Support Offering

  12. Absolutely!!! 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!

  13. 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

  14. Where are You Going? Who is Responsible for the E-Support Experience? Service Marketing Support Engineers Web Support Development Corporate IT Customers E-Service Experience

  15. Where Are You Going Define the Goals for E-Service? SM Goals SE Goals WS Goals Service Marketing Support Engineers Web Support E-Service Goals E-Service Experience Communicate Goals!

  16. 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

  17. 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

  18. 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

  19. 5 4 Active 3 2 1 Web Users Web Usage Adoption Goal Progression Web Accounts Customers • Case Submittal • Downloads • Knowledge Usage • Logins

  20. 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?

  21. Build Programs to Close the Gap Gap Defines Your Driving Route Define the Gap

  22. Programs to Close Gap • New Customer Program • Customer Web Profiles • Customer “Web” Surveys • “Take Customer to Web” • Event Survey Upgrade Gap Define Programs -- Adoption Adoption Links Web Service to Business/Product Value

  23. Adoption Improving Web Usage Plan Satisfaction Close the Gap Communicate! • Customer • Support Case Resolution Build Your Plan and Execute

  24. 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

  25. 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

  26. 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!

  27. 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….

  28. 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

  29. 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..

  30. 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

  31. 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….

  32. Driving Customers to E-Service Ben Stephens Service Strategies SSPA 2003 San Diego Conference BStephens@servicestrategies.com

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