4 Customer Self Service Strategies that won`t Break the

4 Customer Self Service Strategies
that won’t Break the Bank
Christine Zmuda
[email protected]
czmuda
Sales Integration Director
Speaking
from
Experience
Speaking from Experience
Experiences Matters No Matter Your Size
S
Small Town Example
Fun Facts About Glenolden, PA
http://chesterwater.com/
• Population: 7500
• Location: Outside of Phila, PA
• Notable People:
• Theresa Grentz, Former Illinois Women’s basketball Coach
• Vince Papale, frmer member of Philadelphia Eagles and subject of the Movie “Invincible”
• Stephenie LaGrossa, 3X Survivor Contestant.
Medium Town Example
http://www.ci.boca‐
raton.fl.us/pages/utility‐services/home
Fun Facts About Boca Raton, FL • Population: 89,000*
• Location: South of Ft. Lauderdale
• Notable People:
• Jon Bon Jovi
• Ariana Grande
• Andy Roddick
• Greg Norman
• Sheryl Sandberg, COO of Facebook
Larger City Example
Fun Facts About Plano, TX
http://plano.gov/197/Customer‐
Utility‐Services
• Population 289,000*
• Location: 70th Most Populated City in US
• Notable Facts:
•
•
30 corporations headquartered to include Frito Lay, Siemens, Dr. Pepper/Snapple, and HP
Students to teacher ratio is 14 to 1. Highest graduation rate in the nation 94%.
3 Customer Self Service Experiences Compared
Glenolden, PA
Boca Raton, FLA
Plano, TX
Mobile Responsive
NO
NO
YES
Relevant
Search
FAQ Avail
No Ability to Search
Search
avail but could be more contextual
Search
was available with result shown but far down the cue.
Phone with Simpler Web Form
Phone, Text, Email, Call Direct
Multiple Ways Phone with to Engage
Simple Web Form
Self Service Trends
Customer Service Stats
Increase in Self
Service
Growing Expectations
Social Channels on
the Rise
66%
90%
43%
Of all service interactions will not
need human intervention by 2017
up from 55% in 2014.
- Gartner Why You Need to
Rethink Customer Service.
Of consumers say they expect
service consistency and continuity
across channels but only 39%
receive it. – Forester Research
18-29 year olds will leverage social
channels to engage on customer
support –JD Powers Study on
Social Engagement
Tip #1: Walk in Your Customer Shoes!
Tip #2: Run the Numbers.
• Reducing Costs via Self‐Service & Deflection
Monthly phone + email volume:
15,000
30% Deflection Rate:
900
Average cost per incident:
$20
Monthly Value of incidents removed:
Parature pays for itself in:
$216,000
Less than a week
Another way to drive efficiency
• Drive Efficiency via Proactive Live Chat
Tickets per month
15,000
Cost Per Email/Web Form Ticket
$8.00
Yearly Cost of Email Ticketing Service 1,444,000
Increased Through Put with Chat (Handling 3 Chats Per Agent)
475,200
Parature pays for itself in:
11 days
The State of Knowledge Management 2014
reports the following:
• Only 35% of the companies responding
regularly update content on a daily or
weekly basis.
• 27% admit “we have not updated our
content for a very long time.”
• 36% of those surveyed said they have a
proactive process to identify content gaps,
while 35% say they have no tools or
processes to find the same.
Tip #3 – Start Small and Iterate
1. Take Inventory on Top Requests. 2. Start with 5 to 10 Articles and test the response.
3. Review what customers are searching for and ask for feedback.
4. Publish additional Knowledge leveraging Failed Deflection reporting.
Customer Success Story
Ask.com Achieves Immediate Results Across Customer Care Results
 60% reduction of support tickets within 2 months
 Improved response times from 8 hours to 1.5 hours
 Tens of thousands of knowledgebase page views validated user adoption
 Mobile Service Desk offers flexibility to support customers from anywhere Parature assured me they would always work to fit into Ask.com’s needs, not make us adapt to what fit best for them. I knew instantly this would be the right approach for us.
‐Eric McKirdy, Director of Global Customer Care
Tip #4: Proactively using information to bridge the knowledge gap
Use escalations and search terms to find the gaps in your knowledgebase
Agent Experiences tailored to the role
Designed and optimized for the work undertaken
Customer Service Manager
Tier 1
Key Account Manager
Tier 2+
Parature, Microsoft
Knowledge Management
• Consistent Messaging
• Combine Silos
• Accessible to all
Social
Live Chat
Mobile
Self Service Portals
Self Service Portals
Email
Knowledge Management
Surveys &
Feedback
• Reduce repetitive inquiries
• Drive down support costs
• Provide 24/7 Support
Customer
Insights
Service Desk
Multi Channel Care
• Continuous communications
• Precise engagements
• Unified support channels
21
22