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Simplify[in] - GCO Technology and Operations Strategy Oct2014
1.
GCO Technology Solutions
& Operations Strategy October 2014 For questions, please contact Andy Yasutake @ ayasutake@linkedin.com ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO
2.
Where can GCO
go if we Dream Big? Dream Big Get shit done Know how to have fun ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 1
3.
Chapter 1: What
do customers expect? Chapter 2: Where are we today? Chapter 3: Where do we want to go? Chapter 4: How do we get there? Contents ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO
4.
Chapter 1: What
do customers expect? Customer Experience Industry Trends ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO
5.
Chapter 1 2
3 4 The Customer is changing in the Internet Age By 2016, one in four will own two or more mobile devices, and about 9% will own three or more. By 2018 there will be more than 10 billion mobile-connected devices; 1.4 mobile devices per capita 98% of consumers move sequentially between screens and devices to complete a task Reviews and Word of Mouth are increasing their influence on consumer trust (3-5X more than TV/radio ads) 80% of consumers are more likely to recommend a brand that offers a simpler experience Sources: Accenture, Interbrand, Juniper Research, Google, Jack Morton ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 4 GCO 4 4 44% of consumers have higher customer service experience expectations than one year ago
6.
Chapter 1 2
3 4 Digital realities are always online Customers are empowered Delight and disdain will be broadcast Switching is easier than ever Platforms and devices change the playing field Media, devices and platforms continue to be democratized Pace of technology and device innovation is unprecedented There is a new face of competition New digital competitors are re-imagining services New partnerships and new ecosystems being formed Engagement is on their terms The “funnel” is not linear, nor circular Lines are blurring between marketing, commerce and service ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 5 5 Customer Expectations GCO 5
7.
DELIGHTING YOUR CUSTOMERS
Understand your customer to design delightful multi-channel experiences and services Relevant, Elegant, Simple Exceeding customer expectations requires key elements RE-ORIENTING YOUR BUSINESS Transform the business and operating models towards customer-centricity and agility while infusing innovation and analytics into the core culture Effective, Agile, Delivers ROI Chapter 1 2 3 4 FLEXING YOUR PLATFORM Power the business and customer experiences by optimizing the marketing, content, and commerce technology and operations — scaled as needed to perform Robust, Scalable, Deployed Fast ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 6 6
8.
By combining these
elements, breakthrough outcomes are possible Time ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 7 Business Benefits Disrupt New products and services Redefined customer expectations New distribution models New value propositions Differentiate New customer experience Pivot business model using digital Optimize Defend your core business and meet customer expectations Unlock efficiencies for customer interactions Customer Business Platforms Chapter 1 2 3 4
9.
Adopting service capability
trends can drive business results Optimize Differentiate Disrupt No more one-size- fits-all! 4 Differentiated and Personalized Experiences Design experiences to match budget and need It’s the doctor that makes the difference! 3 Redefine Customer Service Workforce Maximize the value of every touch and rethink roles and functions Help me help myself! More “Do it Yourself”-- Channels 2 Optimize processes and take advantage of emerging channels Give me control and I won’t risk losing it! 5 Increased Customer Control Put the power in customers hands Don’t make me repeat myself! Tighter Channel Integration ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 8 1 Move from multi-channel to cross channel, integrating digital channels Chapter 1 2 3 4
10.
What opportunities does
LinkedIn have to differentiate itself from the industry? Channels Self-Service Personalization Chapter 1 2 3 4 Potential Opportunities Providing members with a differentiated and personalized experience on LinkedIn.com, the help center, and during issue resolution Providing phone options to select customers with click-to-call and call back capabilities Expanding chat to more LinkedIn.com pages and member flows to increase member engagement Accessibility ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 9
11.
Chapter 1 2
3 4 Internet companies provide varying levels of customer service in line with their brand promise Customer Service Delivery eBay Google Facebook Twitter Box.com Apple Zappos Amazon Mashable Techcrunch Dropbox LinkedIn? Pinterest Indeed PayPal Minimalist Moderate Significant Friendly, brand-building experience Fast, efficient, knowledgeable Efficiency Lack of product knowledge; slow Non-inspirational experience Experience/ Empathy ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 10
12.
Chapter 1 2
3 4 Where do we want to be? The Customer Service Continuum Today Minimalist Service relatively unimportant to brand promise or competitive differentiation. Moderate Significant Service an important component of offer, but not a core element of experience or brand. Service is key differentiator and integral to the brand promise. Global Customer Operations’ Journey GCO formed with 11 employees in Omaha and grew to almost 500 employees globally in eight years GCO moved from the LinkedIn Product Organization to LinkedIn Marketing LinkedIn continued to invest in customer operations with a mission to Educate, Empower, and Engage customers so they can maximize their experience GCO is a key enabler of the customer lifecycle to drive engagement and maximize value among members and customers ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 11
13.
CHAPTER 2: Where
are we today? Current State
14.
Opportunity to Improve
the Member Experience CChhaapptteerr 100% 80% 60% 40% 20% SLA % by Queue Group ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 13 1 2 3 4 0% 01-12 01-19 01-26 02-02 02-09 02-16 02-23 03-02 03-09 03-16 03-23 03-30 04-06 0 4-13 04-20 04-27 05-04 05-11 05-18 05-25 06-01 06-08 06-15 06-22 06-29 07-06 07-13 07-20 07-27 Enterprise Free Premium Mobile % of Total Members expect more consistency in service Members are engaging LinkedIn differently SLA’s are often below 85% target and inconsistent Agent productivity is highly variable due to manual processes and inherent knowledge Forecasting demand and scheduling resources are challenging due to lack of visibility and data availability ~4% of cases are originated from mobile devices; however, ~50% of member activity is via mobile “Mobile Moment” Members are demanding more high touch, real-time interactions (95% chat CSAT) 450,000 members per month want to interact via chat but only 4% are serviced
15.
GCO Strategic Capability
Framework: Current State Member & Customer Interaction Online Self Service Help Center Community Forums Chapter Chapter 1 2 3 4 Safety Center Interaction Channels Web Form Freeform Email Voice Social Media Comm. Mgmt. Chat Member Facing Comm. Interaction Routing Language Support Operations Mgmt. Service CRM Consumer Advocacy General Support Ad Support Acq & Retention Trust and Safety Operations Product Operations Mgmt. Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Enterprise Services Billing Onboarding Provisioning Social Support General Support Trust Ops. Investigations Regulators Tech Services Voice of Member Product Ops Productivity Mgmt. PMO Task Tracking Scheduling Performance Mgmt. Training Coaching and Quality Mgmt. Reporting Transactional Reporting Ad-Hoc Forecasting Portfolio Mgmt. Project Delivery Mgmt. Change Mgmt. Operational Reporting Analytical Reporting Service Metrics GCO Insights Operational Efficiency ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 14
16.
Chapter GCO System
Landscape: Current State 1 2 3 4 CA/TnS Interaction Channels ES Interaction Channels Voice Voice Chatter Webex Jabber Workforce Mgmt Oracle ERP Timeforce Time Tracker Teleopti Warehouse Tesla Tableau Microstrategy Back End Developer Web Form Service Chat Freeform Email Routing Shoretel IVR Acquisition Chat Oracle Service Cloud (RNT) SFDC Service Cloud Linguist Now Lomaweb Avg Handle Knowledge Mgmt Spredfast DZone SFDC Agent Workspace Knowledge Wiki Collaboration/Communication Hulk Operational Data Analytical Data Member Site Data Chain Aqua Data Github Aquadata Studio Legend Time ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 15 Capabilities Owned by GCO Oracle RNT SFDC Other Apps Automated Manual CS Tool PMO CATO Freeform Email RNT Business Rules Engine SFDC Business Rules Engine Custom Fill Inbox RNT Analytics RNT Knowledge Fill Inbox (Universal Queue) Productivity Mgmt Texter Phrase Express MS Office Google Docs Admin Tight VNC Contact API Jira Cisco Desk Phone Easy BI Web Form Sidebar go/[ ] Chatter Hotkeys Quick Zycos Text Docusign Clicktools Bridge Voice CTI Adapter Interaction Log World Server LinkedIn Mail Servers Barracuda Online Self-Service Consumer Help Center Community (Dzone) Safety Center Flagship App Help Center Social Sales Navigator Help Center Recruiter Help Center Bulk Admin Help Center Connected App Help Center Job Seeker App Help Center Sales Navigator App Help Center Direct API MS Outlook RNT Mailer Remote Tools VDI Cisco Any Connect VPN Sprint SmartView Display Fusion Crash Plan Pro Shoretel Outbound MS Visual Studio Smart Sheets MS Office Google Docs Multiple help centers are difficult to maintain and leads to an inconsistent customer experience. Manual processes in case management due to lack of integration between the two CRM systems. This causes difficulty in case transfers, a disjointed customer experience and poor reporting. Member research is manual and difficult because CS Tool not integrated with either CRM system seamlessly. Minimal visibility of member information when resolving cases degrades the support experience. Inconsistent knowledge across multiple sources causes variances in case resolution times and variability for the member experience. Agents are required to enter data into multiple time tracking tools which are not integrated. The scheduling process is labor intensive and not efficient. Data is difficult to access and quality is poor leading to varying KPI targets and reporting methods.
17.
CHAPTER 3: Where
are we going? Future State Vision
18.
Chapter Chapter Guiding
Principles 1 2 3 4 FLEXIBLE Minimize customization and utilize best to breed solutions Simplify ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 17 With a focus on Members First, these guiding principles helped drive the recommendations SIMPLIFY Focus on reducing complexity when designing solutions INTEGRATE Integrate systems to work together seamlessly AUTOMATE Automate manual processes that have the greatest impact on efficiency SCALABLE Build solutions that will scale with members and can adapt as LinkedIn grows LEVERAGE Leverage existing tools and reduce duplicative functionality Member Experience Scalable Integrate Automate Leverage Flexible
19.
Service Expectations for
Members and Customers Continue to Rise Globally scaling Reactive and Proactive service capabilities will help enable consistent customer experiences aligned with the LinkedIn Brand promise Proactive Members’ Experience Variance CChhaapptteerr 1 2 3 4 Geo Fencing Time Automated Billing Automated Onboarding Positive Interactions Negative Interactions Reactive CS Tool Expansion Proactive Issue Notification Escalation Tracking Social Media Case Integration SFDC and RNT Integration Member Services Emulation/Simulation ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 18
20.
GCO Strategic Capability
Phases “Service Excellence” “Best in Class” Chapter 1 2 3 4 “Brilliant at the Basics” • Best in Class Service Levels • Leverage the Community • Integrated Single view of the Customer • GCO as a Proactive Value Center • Expand interaction channels for our members and customers • Introduce Rich media and interactive content • Increase cost efficiencies and minimize productivity churn • Scale to meet emerging market needs as LinkedIn grows • Deliver consistent service levels at target or better for sustained periods • Increase automation and integration for case management • Improve resource forecasting, scheduling, and planning across all GCO ops functions • Focus on improving employee engagement and satisfaction with their tools • Consolidate multiple Help Centers into an integrated platform scaled to support LinkedIn Flexible Leverage Automate Scalable ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 19 Chapter Simplify Integrate
21.
Chapter GCO Strategic
Capabilities Framework 1 2 3 4 “Best in Class” • Predictive Analytics • Business Rules Engine • Social Media Engagement • Interaction Analytics • Advanced Performance Mgmt. • Member Services • Automated Proactive Service • Multichannel Service Delivery • Advanced Global Routing • Simplified Research • Enhanced Content Mgmt. • Enhanced Knowledge Publishing • Enhanced GCO Reporting • Enhanced Fraud Investigation • GCO Master Data Mgmt. • GCO Transactional Reporting • Voice of the Member ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 20 Chapter “Service Excellence” Prevention Deflection Efficiency Add Value “Brilliant at the Basics” • Consolidated Help Center for Consumer and Enterprise • Integrated GCO Case Mgmt. System • Optimized Agent Workspace • Enhanced Workforce Optimization • Centralized Knowledge • Standardized Knowledge Mgmt. Workflow • Data Quality • Global Program Mgmt. Office • Standardized Service Metrics
22.
GCO Strategic Capability
Framework: Current State Member & Customer Interaction Online Self Service Help Center Community Forums Chapter Chapter 1 2 3 4 Safety Center Interaction Channels Web Form Freeform Email Voice Social Media Comm. Mgmt. Chat Member Facing Comm. Interaction Routing Language Support Operations Mgmt. Service CRM Consumer Advocacy General Support Ad Support Acq & Retention Trust and Safety Operations Product Operations Mgmt. Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Enterprise Services Billing Onboarding Provisioning Social Support General Support Trust Ops. Investigations Regulators Tech Services Voice of Member Product Ops Productivity Mgmt. PMO Task Tracking Scheduling Performance Mgmt. Training Coaching and Quality Mgmt. Reporting Transactional Reporting Ad-Hoc Forecasting Portfolio Mgmt. Project Delivery Mgmt. Change Mgmt. Operational Reporting Analytical Reporting Service Metrics GCO Insights Operational Efficiency ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 21
23.
GCO Strategic Capability
Framework: Future State Member & Customer Interaction Online Self Service Help + Safety Center Community Forums Interaction Channels Web Form Chat Voice Social Media SMS Video Co-browse CChhaapptteerr Member Comm. Interaction Routing Language Support Acq & Retention Onboarding Risk Mgmt. Fraud Invest. Tech Services Product Ops Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Comm. Mgmt. Operations Mgmt. Product Operations Mgmt. Hybrid Service CRM Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation PMO Portfolio Mgmt. Project Delivery Mgmt. Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Enhanced ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 22 New Apps Support Voice of Member Business Rules Forecasting Proactive Service Reactive Service General Support Ad Support Billing Provisioning Social Support General Support TnS Ops Transactional Reporting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. GCO Insights Architecture Solution Architecture GCO Trans. Reporting GCO Reporting Data Architecture Enhanced Data Quality Mgmt. Social Engagement 1 2 3 4
24.
Chapter GCO System
Landscape: Future State 1 2 3 4 Community Forums Social Voice Apps Support Call Co-browse Click-to- Communications Mgmt. Advanced Global Routing Voice Tools CTI Cisco IVR Global Cross Channel Routing Engine* Log Adapter Proactive Service (SFDC Service Cloud) Productivity Mgmt Hotkeys Integrated Macro Tool Google Docs Integrated Time Tracking and Payroll* MS Office PMO Admin Project and Portfolio Mgmt Suite* Back End Developer Online Self-Service Interaction Channels External Communications Cisco Desk Phone SmartView Knowledge Mgmt Chat Knowledge Hub* SMS Video Agent Workspace Aquadata Studio Github Hulk MS Visual Studio Legend Forecasting and Scheduling (Teleopti)* Jira RNT Mailer Capabilities Owned by GCO Oracle RNT SFDC Other Apps Call Back Interaction Display Fusion Crash Plan Pro Automated Manual Tight VNC Web Form Direct API Webex Translation Linguist Now Collaboration Jabber Email Remote Tools Virtual Desktop Cisco Any Connect VPN Sprint (Oracle Service Cloud RNT) Data Mgmt. Optimized UI Hybrid Service CRM Voice of Member Voice of Member Data Warehouse GCO Case Master Reactive Service Member Site Data CS Tool Platform* Hadoop Terradata World Server Integrated Reporting Tool (Tesla)* ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. * Solution and Vendor to be Decided GCO 23 Help + Safety Center Integrating the two CRM systems, creating a case master for the backend, and separating reactive (RightNow) and proactive work types (SFDC) Continuing integration of CS Tool with the CRM platforms. Allowing faster, easier access and viewing of customer data across all work types Creating a single integrated content hub for all users of knowledge that provides the ability to connect to multiple sources of knowledge A unified help center solution for consumers and enterprise. Consolidating all existing content and migrating the Integrated Help Center Interface to the LinkedIn Platform (Play) Integrating task tracking and improving the simplicity for agents. Advancing forecasting and scheduling for GCO leaders
25.
CHAPTER 4: How
do we get there? Roadmap
26.
CChhaapptteerr Building a
“Best In Class” Customer Operations 1 2 3 4 Create a unified Help Center experience for members and customers Build tighter integration with the Service CRM and agent workspace Standardize the knowledge management process and centralize the interface for agents Expand and enhance productivity management of agents Proactively connect with members to provide value add services ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 25
27.
Near Term: Year
1 Mid Term: Year 2 Long Term: Year 3 Multichannel Service DeliverMyultichannel Service Delivery Automated ES Back Office Services Advanced Global Routing Voice of the Member Enhanced Fraud Investigation Standardized Data Quality Service Metrics CentralizedC Kennotrwalleizdegde Knowledge Integrated GCO Case Mgmt. Systems Global Program Mgmt. Office Consolidated Help Center (consumer + enterprise) Business Rules Engine Multichannel Service Delivery Simplified Research Enhanced Content Mgmt. Enhanced Knowledge Publishing ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 26 Strategic Capabilities Roadmap 2015 2016 2017 2018 Best in Class Service Excellence Brilliant at the Basics Advanced Global Routing Social Media Engagement Standardized Knowledge Mgmt. Workflow Simplified Research Global Program Mgmt. Office Advanced Agent Performance Mgmt. Member Services GCO Master Data Mgmt. (MDM) Optimized Agent Workspace Expanded Workforce Mgmt. Enhanced Workforce Mgmt. Predictive Analytics Interaction Analytics GCO Transactional Reporting Enhanced GCO Reporting Chapter 1 2 3 4 Optimized Agent Workspace Consolidated Help Center (consumer + enterprise)
28.
Executive Summary: Key
Recommendations ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 27 1. Consolidate Help Center for Consumer and Enterprise • Create a unified online self service portal, consolidating all existing help centers with Marketing and Sales Solutions content • Migrate online self service portal to the LinkedIn platform (Play) 2. Integrate GCO Case Management Systems • Integrate the two core CRM systems, create a GCO case master and separate reactive and proactive work types for the system best optimized for that service 3. Enhance Global Workforce Management • Simplify and expand agent activity tracking across all GCO groups • Advance scheduling, forecasting and capacity planning for GCO leaders 4. Standardize and Centralize GCO Knowledge • Create a single integrated knowledge hub for all users of GCO content that provides the ability to connect and search multiple sources of knowledge 5. Simplify Member Research • Expand integration of CS Tool and GCO systems with access to customer data across all work types and devices 6. Expand Proactive Services • Provide proactive value added services for members • Implement business rules systems that govern the flow of information between people, process and technology
29.
Appendix
30.
Brilliant at the
Basics – Near Term (1 of 4) Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. Consolidated Help Center for Consumer and Enterprise: A unified help center solution that scales across LinkedIn’s business units, products, functions and customer/member types Integration with LinkedIn: Migrate all existing content from Oracle RNT to LinkedIn stack (Play Platform). Integration of search topics into the LI site search. Improve access from site (& apps) to support content. Discovery & Availability of Marketing, Support, and Learning Content: Ensuring that relevant content is as easy to locate and examine for members/customers as possible. Create intuitive UX (topic pages, navigation, breadcrumbs, etc.) with search hint widgets. Enhance support for rich media on Help Center (with i18n support) Personalized Experience: Tailoring Help Center interactions to specific attributes of each unique visitor - Enterprise – Access to LinkedIn member data (profile, network, behavior) – Context aware help center (source page, last action, product, etc.) – Content is aligned with product ramping – Differentiated experience. Different treatments for different use cases (new member, premium, minor, etc.) Mobility: Customer help content related to mobile – Content about mobile (apps, mobile web, tablet web) – Mobile/Tablet friendly help center – Content served based on device being used – Device context awareness pivots content based on member device ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 29
31.
Brilliant at the
Basics – Near Term (2 of 4) Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. Integrated GCO Case Mgmt. Systems: Integrated Hybrid CRM system that manages all proactive and reactive customer service cases and work types GCO Case Master: There is single case master for reactive cases. Members have a more seamless experience during communications and case transfers SFDC and RNT Integration: Integrate SFDC and RNT to allow better transparency of data and information between the two systems across work types CS Tool Integration: Integrate CS Tool with SFDC and RNT to allow for seamless push and pull of customer site data during customer service interactions Trust and Safety Proactive Case Type Creation: Integration of proactive TnS services with Service CRM. GCO case management includes the requirements to resolve TnS cases. Data Quality: Maintenance of Data Systems to ensure data is as accurate as possible Data Segmentation Mapping: Mapping of the data sources to the data warehouse and understanding the data attributes Data Gap Analysis: Analysis of the data used for reporting and decisions and identifying the gaps. For example, incomplete data, missing fields, required integration, etc. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 30
32.
Brilliant at the
Basics – Near Term (3 of 4) Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. Standardized Knowledge Mgmt. Workflow: Standardizing the process of managing knowledge from acquisition to publishing content Knowledge Acquisition: Harvesting knowledge from subject matter experts within GCO. This includes ability to pull and push knowledge Standardized Knowledge Mgmt. and Content Creation Strategy: Standardizing the process across internal functions for sharing knowledge and creating content internally and externally facing Standardized Curation and Writing: Streamlining process for the Knowledge Management Specialists to efficiently create content for the Help Center/Concierge capability Standardized Publishing: Streamlining publishing process, decoupling publishing from content curation and writing Centralized Knowledge: Managing knowledge from one source Centralize and Standardize Knowledge Source: Centralizing and standardizing knowledge for the future knowledge hub. Enhanced Search: Enhancing ability of reps/advocates/employees to search for knowledge across current knowledge base sources (SearchIn) Expanded Workforce Mgmt.: Expanding resource tracking, forecasting, and scheduling capabilities Short-term Forecasting: Ability to forecast headcount availability over short-term time periods (i.e. over coming days and weeks) Integrated Task Tracking: Integrate universal system of task/time tracking that becomes less manual and less time-consuming Basic Scheduling: Leverage time/task tracking data across GCO to create basic headcount scheduling and planning Standardized Service Metrics: Standardizing measurements and tracking of service GCO Governance and Standards: Standardizing systems and processes that govern GCO service to eliminate current disparate data measurements and increase data quality ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 31
33.
Brilliant at the
Basics – Near Term (4 of 4) Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. Global Program Mgmt.: Manages the guidance and implementation of all GCO programs and projects Portfolio Mgmt.: Deliver committed portfolio of programs within agreed constraints – Centralized Intake Process: Capture all demand from business and identify high level technology needs to address demand – Standardized Prioritization Process: Define criteria to create an ordered portfolio of projects – Capacity Planning: Capacity planning for specific projects/programs - identify how many resources, and which resources, need to be assigned to each project – Roadmap Mgmt.: Create roadmap template and process to manage and align three roadmaps – GCO level, business units, and systems roadmap – Organizational Change Mgmt.: Define process for training development and adoption execution – Backlog Mgmt.: Define process to manage all business requests that are not on the project roadmap. This includes grooming and re-prioritization of this backlog – Tool Selection: Evaluate and select a Portfolio Project Management tool Project Delivery Mgmt.: Manage the delivery of a program or a project using structured methodology – Standardized Project Mgmt. Practices and Procedures: Defining project management guidelines, templates, and workflows for key processes. Includes risk/dependency mgmt., release mgmt., and change requests – Pilot Planning: Define a pilot program for the business groups in order to prevent them from piloting technology solutions independent of TSO. Operational Efficiency: Plan and manage continual improvement of services, processes, and tools – Business Continuity Plan: Socialize and train the executive team and agents on the business continuity plan – Business realization: Define the process for tracking the benefits of a project post-delivery ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 32
34.
Brilliant at the
Basics – Mid Term (1 of 3) Consolidated Help Center for Consumer and Enterprise: A unified help center solution that scales across LinkedIn’s business units, products, functions and customer/member types Member Flow Mgmt.: Guiding the journey of a member/customer through the Help Center using proactive notifications and suggestions – Troubleshooting guidance framework: Provides standard issue “symptoms and solutions” – Customer Next Issue Resolution: Detection of actionable behavioral patterns on HC – Self serve work flows and tools. Self-healing: Ability for members to initiate actions/processes to resolve issues themselves by leveraging self-service tools and work flows – In-line policy notifications: Providing real-time notifications to members regarding refund policies, restrictions, and other relative necessary points Member Engagement: Capabilities that motivate members/customers to continue to engage with LinkedIn’s platform – Peer-to-peer Support Community: Increasing usefulness and depth of community forums and capabilities – Guided in-product Tours: displaying HC content within LinkedIn.com (outside of HC) – Ability to share content on social networks and allow social community content to be displayed in line – Gamification layer (badges, rewards, etc) Ambassador program/MVP: Incentivizing members to participate on community forums – Collect Member Feedback: Allowing members ability to easily report bad activity by flagging “bad” content across LinkedIn.com Personalized Experience: Tailoring Help Center visits to specific attributes of each unique visitor - Consumer – Access to LinkedIn member data (profile, network, behavior): Syncing HC actions and suggestions with member profile data – Context aware help center (source page, last action, etc.) – Differentiated experience. Different treatments for different use cases (new member, premium, minor, etc.) Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 33
35.
Brilliant at the
Basics – Mid Term (2 of 3) Integrated GCO Case Mgmt. Systems: Integrated CRM system that manages all proactive and reactive customer service cases Social Media Case Integration: Creating methods to integrate social media customer service instances as standardized cases that can be tracked and actionable within the entire hybrid service CRM Escalation Collaboration: Ability for an agent to invite subject matter experts to collaborate and resolve a case without transferring it Optimized Agent Workspace: Integration of key systems used by reps/advocates to create most efficient workspace Simplified Agent UI: Simplify the agent’s user interface across tools to increase productivity Simplified Agent Productivity Tracking: Simplify the process for how agents track time and tasks. Integrate with the Service CRM Simplified Resolution: For common cases types, there is an option to have the answer prepopulate the case with a quick validation by the agent Guided Business Process Workflows: Simple actions that help guide reps/advocates through most efficient steps (in-line notifications/guides) for certain work types. For example, policy violations or payment charge back Agent Next Best Action: System-suggested real-time decisions based upon the customer’s journey to provide agent the next best action to take on behalf of the member Escalation Tracking: Ability to track and manage case handoffs across different work teams in GCO Experimentation: Define the process and team for the ability to pilot new Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Business Rules Fraud Invest. Product Ops Risk Mgmt. Acq & Retention Social Engagement Social Support TnS Ops PMO Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operational Efficiency Operations Infrastructure functionality with a subset of users Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 34
36.
Brilliant at the
Basics – Mid Term (3 of 3) Centralized Knowledge: Managing knowledge from one source Knowledge Hub: A single integrated interface for all users of knowledge and be able to connect to the multiple sources of knowledge in a seamless way Advanced Search/Machine Learning Applied to Knowledge: Increasing searching ability across all content and channels of communications. Enabling knowledge base to listen to issues posed, actions taken by those posing them, and, eventually, resolution of those issues. Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 35
37.
Service Excellence –
Near Term (1 of 3) Multichannel Service Delivery: Delivery of GCO customer service across a variety of interaction channels Chat Expansion: Expanding chat to more LinkedIn.com site pages in a non-invasive way In-flow Chat: Provide the ability to proactively chat during member work flows. (e.g. Chat assist is available during account set up) Co-browsing Desktop: Allow agents to interact with members by using their web browser and having the option to control the desktop SMS: Provide SMS as service channel. This is important in regions where customer service is expected for mobile devices Click-to-call: Members can click on an object on the site to request a phone call. The member enters his/her phone number and then the system calls the member and an agent when an agent is available Language Expansion for Chat: Expand chat to support additional languages (Primary user is the acquisition team) Advanced Global Routing: Advanced capabilities to govern flow of all inbound and outbound communications Standardized Routing: Standardize routing business rules and queue types across GCO Cross-channel Routing: Centralize routing for all interaction channels to handle ingoing and outgoing communications (for example, Five9 – www.five9.com) Segmented Routing: Segment members based on type of usage (e.g. Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Business Rules Fraud Invest. Product Ops Risk Mgmt. Acq & Retention Social Engagement Social Support TnS Ops PMO Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operational Efficiency Operations Infrastructure Premium, posting jobs, open advertising for all work types, etc.) Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 36
38.
Service Excellence –
Near Term (2 of 3) Automated ES Back Office Services: Implementing automatic processes to execute variety of service actions Automated Billing: Integrating billing with CRM to sync contact info, and centralize and automate order management processes and updates Automated Onboarding: Automating the process of onboarding enterprise customers and aiding them in learning about the LinkedIn services they have purchased. (e.g. Welcome emails can include standardized, step-by-step onboarding guide for new customers) Automated Provisioning: Automating the process of activating contracts once respective orders have been processed by billing Provide Issue Notification: Proactively notifying reps/advocates of any member or systems issues in the form of notifications that can be read and stored Enhanced Workforce Mgmt.: Expanding resource tracking, forecasting, and scheduling capabilities Long-term Forecasting: Ability to forecast headcount availability over long-term time periods (i.e. over coming weeks and months) Proactive Scheduling: Capability to proactively schedule events, best times for PTO, and other needs based upon real-time task tracking, utilization, and headcount forecasting data. Capacity Planning: Creating resource plan to meet forecasted demand Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 37
39.
Service Excellence –
Near Term (3 of 3) Voice of the Member: Member/customer insights and opinions associated with LinkedIn products and services VOM Reporting Expansion: Expanding VOM Reporting to include more real-time customer data and activity and transform VOM capabilities from being retroactive to proactive Product Release Impact: Leveraging a predictive analytical system that allows for product release impacts to be modeled, viewed, and assessed so that proper planning can be put into place prior to product releases GCO Transactional Reporting: Reporting based upon in-the-moment needs Near Real-Time Reporting: Reporting based upon synthesis of site and historical data pulled and visualized in real time Real-Time Dashboards: Dashboards showing incoming case “hot spots”, trends, and volumes in real-time Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 38
40.
Service Excellence –
Mid Term (1 of 2) Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. Multichannel Service Delivery: Delivery of GCO customer service across a variety of interaction channels Co-browsing Devices: Allow agents to interact with members by using their web browser and having the option to control the device Enhanced Phone – IVR: Interactive Voice Response (IVR) to allow members to call and interact with a human voice using speech recognition and keypad. This can include self service, routing members to the correct queue or directing the member to the help center Call Back: Allowing members to have the option to receive a call back when an agent is available instead of waiting in the queue Simplified Research: Leveraging tool integration to simplify issue research CS Tool Research Expansion: Expanding CS Tool to allow for faster, easier access and viewing of customer data across all work types and member/customer segments. This includes deeper integration of CS Tool with CRM platforms to increase research efficiency Quick Summary View of the Customer: Integrating customer data sources to provide a summarized view of customer site data and customer history data that can be easily viewed in real-time. Emulation: Functionality within the research tool that provides that ability to simulate LinkedIn products on all devices, apps, and operating systems Enhanced Content Mgmt.: Advanced capabilities to gather, test, and manage dynamic content A/B Testing: Test the usefulness/relevance of content with user subsets Digital Asset Mgmt.: Handle rich media such as video, photos, etc. Improve ease of use of the existing capability. Basic functionality is there. The role of a publisher requires some technical web design skills Crowdsourcing: Crowdsourcing content from the POMS team, agent, or members. This can include rich media such as video. Quality management of this content needs to be a critical part of the process ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 39
41.
Service Excellence –
Mid Term (2 of 2) Enhanced Fraud Investigation: Advanced abilities to detect and combat fraudulent member activities Visual Fraud Investigation: Integrating systems and tools to leverage customer and case data to create a visualized picture of the full scale of a member's activity, data, and history in order to investigate the size and scope of that member's fraudulent activities Account Disable Tracking: Creating unique codes/identifiers that are attached to cases and inform any/all reps handling cases of the reasoning behind (and timing of) an account being disabled Geo Fencing: Integrating system capabilities that prevent certain types of site and/or customer data from entering or leaving selected geographical areas Identity Verification: Creating a system to verify a member's/customer's identity that does not necessitate that person sending in a photocopy of his/her driver's license or photo ID to LinkedIn for identity verification Voice of the Member: Member/customer insights and opinions associated with LinkedIn products and services VOM Platform: Looks across all VOM inputs, external surveys, and social (For example, Medallia – www.medallia.com) Enhanced GCO Reporting: Advanced reporting of measurable outcomes from GCO operational activities Automated Dashboards: Automated synthesis and visualization of essential metrics in dashboards Mobile Dashboards: GCO operational metrics dashboards that can be viewed on mobile devices Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 40
42.
Service Excellence –
Long Term Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. Multichannel Service Delivery: Delivery of GCO customer service across a variety of interaction channels Intelligent Virtual Agent: Simulates a conversation to deliver information and, if advanced, can also take action on behalf of the customer Video Chat: One- or two-way live video streaming between a customer and an agent to deliver customer service. Identifying moments to use video to serve customers is the first step Apps Support: Providing support through mobile applications may be done for emerging markets sooner Enhanced Knowledge Publishing: Leveraging streamlined system capabilities to rapidly and efficiently publish knowledge content Integrated Translation Process: Simultaneously translate content into 23 languages before product releases and independently from English publication GCO Master Data Mgmt. (MDM): Processes, governance, policies, standards, and tools that consistently define and manage critical GCO data in a centralized point of reference GCO Employee Master: Creating a single source/hub of information about GCO employees that allows for the centralized viewing, editing, and updating of employee data that will be subsequently changed across all GCO employee data sites GCO Member Master: Creating a “single view of the customer” by aggregating all customer/member data, case history, and available information into one central, visualized source ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 41
43.
Best in Class
– Mid Term Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Acq & Retention Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. Member Services: Proactive value-added services Partner Portal: LinkedIn portals to provide partner specific products and access Content Creation Flow: Personalized service to create Enterprise content. For example, job descriptions and campaigns Match Making: Analysis of member information to provide recommended job matches Business Rules Engine: System containing and implementing rules that govern the flow of information between systems and processes Policy Rules Repository: Creating a system to store, manage, and implement company-wide and/or business-unit-wide policies and business rules that can be tied to internal systems and processes Automated Cases Response/Approval: Provide automated case responses for cases in which agents are repeating the same responses. For example, campaigns approvals and phishing Investigation Machine Learning: Automating fraud investigation using advanced machine learning algorithms and past fraud investigation data ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 42
44.
Best in Class
– Long Term (1 of 2) Advanced Agent Performance Mgmt.: Implementing advanced metrics and systems to incentivize and measure employee performance Career Pathing: Creating a system to actively map out and update a career path (vertically and horizontally) across GCO for reps/advocates. Integrating rep potential career paths based upon learning and certifications with tight coupling to a learning mgmt. system Gamification: Incentivize GCO employees using competitive game-like systems that reward employees for hitting performance targets Advanced Quality Mgmt.: Integrating a quality management monitoring tool to optimize agent performance. For example, NICE Quality Suite (www.nice.com) Social Media Engagement: Engagement of members/customers on social media platforms and LinkedIn.com community forums Social Feedback Mgmt.: Aligning to social media engagement with surveys to optimize the capturing of the social voice Member Collaboration: Turning members into advocates by allowing members to shape their followers’ perceptions through social recommendations and published social content Gamification Layer: Leveraging community to help police social media and forums by offering rewards for managing content Influence Prioritization: If a member is a large influencer (largest numbers of followers) – may want to prioritize them highest Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 43
45.
Best in Class
– Long Term (2 of 2) Predictive Analytics: Using data analyses to forecast potential outcomes and future states Trend Analysis: Proactive examination of external data concerning LinkedIn to determine holistic view of public opinion regarding LinkedIn’s company and services. Using this information to take action on behalf of the member Member Journey Insights: Process of tracking, integrating and analyzing the way that customers use a combination of available channels to interact with GCO. It covers all possible channels, including those with human interaction (such as a call center), those that are fully automated (such as a website or mobile device), and those with limited two-way interaction (such as display advertising) Interaction Analytics: Analyses of data captured during interactions between members/customers and advocates/reps Social Media Analytics: Collecting, measuring, analyzing and interpreting the results of interactions and associations among people, topics, ideas and other content types on social media Text Mining and Analytics: Analyzing user-submitted text to determine mood and best service actions (Higher priority because of current high email volume) Speech Analytics: Analyzing user voice in recorded voice conversations to determine mood and best service actions (Lower priority because of current limited voice channel use) Sentiment Detection: Leveraging speech and text analytics to detect member/customer sentiment Help + Safety Center Community Forums SMS Co-browse Video Apps Support Language Support Interaction Routing Risk Mgmt. Fraud Invest. Acq & Retention Social Engagement Social Support TnS Ops PMO Business Rules Portfolio Mgmt. Project Delivery Mgmt. Onboarding Provisioning Billing General Support Voice of Member Productivity Mgmt. Task Tracking Resource Capacity Planning Scheduling Change Mgmt. Operations Infrastructure Member & Customer Interaction Online Self Service Interaction Channels Comm. Mgmt. Social Media Web Form Voice Chat Member Facing Comm. Operations Mgmt. Hybrid Service CRM Proactive Service Member Services Reactive Service Ad General Support Product Operations Mgmt. Product Ops Tech Services Operations Support Knowledge Mgmt. Content Mgmt. Content Creation Translation Support Performance Mgmt. Training Coaching and Quality Mgmt. Incentive Compensation Mgmt. Reporting Operational Efficiency Transactional Reporting Enhanced Forecasting Ad-Hoc Operational Reporting Analytical Reporting Standardized Service Metrics Predictive Analytics Data Mgmt. GCO Master Data Mgmt. Data Quality GCO Trans. GCO Reporting GCO Insights Data Architecture Reporting Architecture Solution Architecture Mgmt. ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 44
46.
Strategic Capability Prioritization
Criteria & Scoring 4 3 2 1 0 N/A 4 3 2 1 0 N/A Business Value • Exceptional revenue growth or cost savings potential • High revenue growth or cost savings • Moderate revenue growth or cost savings • Low revenue growth or cost savings • No revenue growth or cost savings N/A • Not Applicable N/A Agent Efficiency • High efficiency impact (10+%) • Likely to improve efficiency (5-10%) • May improve efficiency (2-5%) • Unlikely to improve efficiency (0-2%) • No efficiency impact N/A • Not Applicable 4 3 2 1 0 N/A 4 3 2 1 0 Member Experience • Required by our Customers, not optional to exclude • Expected experience by customers • Preferred by customer, nice to have • Customer unaware of benefit • Customer indifferent, doesn’t care • Not Applicable Ease of Implementation • Requires 1 month • Requires 3 months • Requires 6 months • Requires 12 months • Requires equal to or greater than 12 months • Not Applicable N/A N/A ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO
47.
Capability Scoring Top
10 Strategic Capability Business Value (.35) Member Experience (.25) Ease of Implementation (.25) Agent Efficiency (.15) Total (Max of 4) Consolidated Help Center 2.69 Advanced Global Routing 2.58 Centralized Knowledge 2.51 Automated Proactive Service 2.48 Integrated GCO Case Mgmt. System 2.38 Optimized Agent Workspace 2.28 Simplified Research 2.21 Voice of the Member 2.20 Social Media Engagement 2.19 Standardized Service Metrics 2.18 ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 46
48.
Capabilities in Brilliant
at the Basics – Near Term Strategic Capability Business Value (.35) Member Experience (.25) Ease of Implementation (.25) Agent Efficiency (.15) Total (Max of 4) Consolidated Help Center 2.69 Centralized Knowledge 2.51 Integrated GCO Case Mgmt. System 2.40 Standardized Service Metrics 2.18 Data Precision 1.94 Global Program Mgmt. Office 1.90 Standardized Knowledge Mgmt. Workflow 1.88 Expanded Workforce Mgmt. 1.74 ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 47
49.
Capabilities in Brilliant
at the Basics – Mid Term Strategic Capability Business Value (.35) Member Experience (.25) Ease of Implementation (.25) Agent Efficiency (.15) Total (Max of 4) Optimized Agent Workspace 2.28 ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 48
50.
Capabilities in Service
Excellence – Near Term Strategic Capability Business Value (.35) Member Experience (.25) Ease of Implementation (.25) Agent Efficiency (.15) Total (Max of 4) Advanced Global Routing 2.58 Automated Proactive Service 2.48 Voice of the Member 2.21 Multichannel Service Delivery 2.02 Enhanced Reporting + GCO Transactional Reporting 1.89 Enhanced Workforce Mgmt. 1.74 ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 49
51.
Capabilities in Service
Excellence – Mid Term Strategic Capability Business Value (.35) Member Experience (.25) Ease of Implementation (.25) Agent Efficiency (.15) Total (Max of 4) Simplified Research 2.21 Fraud and Identity Detection 2.02 Enhanced Content Mgmt. 1.95 ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 50
52.
Capabilities in Service
Excellence – Long Term Strategic Capability Business Value (.35) Member Experience (.25) Ease of Implementation (.25) Agent Efficiency (.15) Total (Max of 4) Enhanced Knowledge Publishing 1.89 GCO Master Data Mgmt. (MDM) 1.51 ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 51
53.
Capabilities in Best
in Class – Mid Term Strategic Capability Business Value (.35) Member Experience (.25) Ease of Implementation (.25) Agent Efficiency (.15) Total (Max of 4) Member Services 2.70 Business Rules Engine 2.11 ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 52
54.
Capabilities in Best
in Class – Long Term Strategic Capability Business Value (.35) Member Experience (.25) Ease of Implementation (.25) Agent Efficiency (.15) Total (Max of 4) Social Media Engagement 2.20 Interaction Analytics 1.75 Predictive Analytics 1.72 Advanced Performance Mgmt. 1.61 ©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 53
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