The Road to Self Service Excellence

1. The Road to Self Service Excellence Presented by Service Excellence Research Group, LLC 396 Washington St., Suite 305, Wellesley, MA 02481 www.ServiceXRG.com

2. The Road to Self-Service Excellence How will you measure self-service performance and progress against strategy, goals and objectives? What content and services are most appropriate to meet the needs of your target audience? Measurement Strategy Offerings Promotion How will you promote the awareness and encourage use of self-service? What impact do you expect from your self-service investment? By When?

3. Self-Service Strategy Road Map What impact do you expect from your self-service investment? By When?

5. Objective – Align Self-Service Initiatives with Overall Business Goals Goals What are the specific goals and objectives you want to achieve… Strategy How are you going to achieve these goals within the time and budget available… Metrics What indicators will be used to measure progress against stated goals and objectives…

6. GoalsEstablish the expected business outcome • Extend delivery capabilities • Increase customer touch-points • Leverage existing knowledge • Respond to growing customer expectations • Lower service costs • Improve service levels

7. Self-Service Drivers Primary Driver Secondary Driver

8. StrategyDefine the plan to maximize return on investment • The balance between achievement of desired results with available time and resources • A cost benefit trade-off based on a acceptable return on investment

9. The Self-Service InvestmentAs a percent of the total support budget Self-Service

10. MetricsDefine how progress will be measured • Establish metrics to report progress against stated goals • Monitor use and performance to identify opportunities for future enhancement • Leverage performance to justify continued investment

11. Formal Method to Measure Self-Service Effectiveness

12. The Importance of the Strategy • Basis for building consensus about the intended goals • Sets realistic expectations about what will be accomplished and by when • Critical for obtaining buy-in and executive sponsorship • Essential for establishing the self-service ROI • Never to late to define / refine your strategy

13. Self-Service Offerings Road Map What content and services are most appropriate to meet the needs of your target audience?

15. Objective – Identify the Target Audience and Develop Appropriate Self-help Tools and Content Audience Identify your target audience(s) for self-service… Offerings Establish which resources customers use today and what additional resources customers want? Content Establish content management processes to deliver audience appropriate information Interface Optimize the ease of use

16. AudienceIdentify the intended self-service users • What is the level of expertise o the target audience • Do they have a propensity to use self-services • What types of tools and content does the target audience want to use • Are you serving more than one audience

17. Audience Segmentation

18. OfferingsWhat do users need, what can they use effectively • Self-service portfolios consist of an average of 9 distinct offerings • Searchable knowledge base and file downloads are considered most effective • Customers indicate more is in not better

19. Web Based Self-ServicesWhat’s Offered What Customers Find Most Effective

20. Mapping Offerings to the Audience

21. ContentThe primary reason customers use self-services • Emphasis on quality not quantity of content • Analytics • Understand the gap between what customers look for and what they find • Emphasize ability to find • Natural language search, Key words, synonyms, symptom based descriptions • Develop content appropriate to the audience • Establish management processes

22. Content Management FlowThe process of creating audience appropriate information

23. Successful Self-Service Offerings • Aligned with the needs of the targeted audience • Provides tools that help users find relevant content • Offers content that can be found, understood and applied

24. Self-Service Promotion Road Map How will you promote the awareness and encourage use of self-service?

26. Objective – Raise awareness and educate users Perceptions Understand your customer’s perceptions of self-services Awareness Develop an awareness campaign Education Provide the tools and resources to educate customers about the effective use of self-services Repeat Use Develop incentives to encourage repeat use

27. Manage Perceptions • Identify why customers do not use self-services • Understand what customers think of self-services • Determine the factors that result in negative perceptions

28. Customer are Willing to Use Self-Service

29. Reasons for Not Using Self-Service

30. EducationHelp customers use self-services • User installation and training • Webinars, On-line help, just-in time training • Support guide • Print, On-line • Support rep reinforcement • At every customer interaction • E-mail alerts • Links to self-serve resources • Deliver a positive experience

31. Increasing Self-service UseThe Customer Perspective

32. A Comprehensive Approach to Self-Service Promotion • Actively promote the availability of self-help resources • Help customers use tools and resources • Overcome misconceptions • Encourage and reward frequent use

33. Self-Service Measurement Road Map How will you measure self-service performance and progress against strategy, goals and objectives?

35. Objective – Measure the performance and impact of self-services Establish the self-service strategy, goals and objectives Goals Use Measure the frequency of self-service use User Feedback Collect User Feedback Measure self-service success Success Deflection Define and measure self-service deflection Impact Quantify the impact of self-services

36. Measurement Goals • Establish a definition for self-service success • Link success to business impact • Establish metrics to indicate success • Implement the means to monitor metrics

37. Current Indicators of Self-Service Success

38. UseIdentify who is using self-services • Basis for establishing use and effectiveness tracking • Enables the ability to track the elements of self-service transaction • Provides the ability to conduct follow-up survey

39. Self-Service Login

40. Establishing Intent

41. Capturing Outcome

42. Success & Deflection • Success Rate - Rate customers indicate they found what they want and/or helpful information • Deflection Rate - Rate at which cases are resolved without live assistance because an answer was found through self-service

43. Success and Deflection Rates

44. User Feedback • What do users want to accomplish • What resources did users find most helpful • Was the transaction successful • What can be done to improve the self-service experience

45. Self-Service Deflection Deflection is… • The measure of effectiveness • An indicator of content quality and coverage • A basis for calculating cost savings • The reason customers will use self-service again

46. Common Approaches to Measuring Deflection Deflection = n% of All Self-Service Transactions Unique Knowledge Base Users with n+ Searches n% of Unique Knowledge Base Users

47. Users that Intend to Seek Live Assistance Users that are Entitled to Request Live Assistance Successful Self-Service Transactions Deflection Defined No Further Action Required Deflection =Intent *Entitlement * Success * No Further Action

48. Are we there yet? The Journey continues…

49. A Continuous Journey Strategy Promotion Offerings Measurement

50. Excellence Achieved • Self-service strategy is aligned with business goals • Consensus exists about what will be achieved and when • Self-service audience(s) are known • Offerings and content are audience appropriate • Active efforts in place to promote awareness and educate users about self-services • Self-service success metrics are defined and monitored