Strategic Consulting for
     Next-Generation Customer Support




Self-Service Effectiveness:
   It’s All About the Users...
Topics
        • Employee self-help benefits and challenges

        • Best practices for self-service usability:
        ...
About DB Kay & Associates                              www.dbkay.com

    • High-technology support / help desk focus
    ...
Effective Self-Service
      • Benefits
             –   Avoided help desks calls / incidents
             –   Improved en...
Creating Effective Customer Service Sites
     • The Result
           –   Users accomplish tasks…
           –   Fewest c...
Service Websites Need Scent

        • Information foraging theory
              – Peter Pirolli, Xerox PARC
             ...
Good or Bad Scent?




             QuickTime™ and a
         TIFF (LZW) decompressor
      are needed to see this picture...
Good or Bad Scent?




                                          QuickTime™ and a
                                      TI...
Good or Bad Scent?




                                          QuickTime™ and a
                                      TI...
What’s Different About Help Desk Support?
                                   Customer Service               Help Desk
  Co...
Technical Support Requirements: Content

        • Task-driven access to content and tools
              – IT vendor and l...
Why KCS?

   With KCS, content is:

   • In the user’s own words
     and context
   • Continuously created               ...
Technical Support Requirements: Search

         • Diagnostic process
               – Understanding environments, changes...
Technical Support Site Navigation Is All Of

        • Proactive, personalized content delivery
              – Problem av...
What Should You Expect Users to Tell You?

        YES                                       NO
        Their task        ...
The Task-Based Design Process

        1. Identify the user classes (“personnae”)
        2. Identify tasks for each perso...
Self-Service Effectiveness: It’s All About the Users

        • Thank you for attending this session!

        • Please fi...
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Microsoft PowerPoint - 310-SelfServiceEffectiveness-lowgraphic

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Microsoft PowerPoint - 310-SelfServiceEffectiveness-lowgraphic

  1. 1. Strategic Consulting for Next-Generation Customer Support Self-Service Effectiveness: It’s All About the Users HDI 2005 Annual Conference March 9, 2005
  2. 2. Topics • Employee self-help benefits and challenges • Best practices for self-service usability: User-Centered Design • Unique requirements for technical support and the help desk • Delivering the right knowledge to users Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  3. 3. About DB Kay & Associates www.dbkay.com • High-technology support / help desk focus – Knowledge management – Self-service – Communities and collaboration • Recognized leader – Consortium for Service Innovation “Innovator” Award, 2003 – Help Desk Institute—Certified Trainer, Knowledge-Centered Support – Help Desk Institute—Certified Help Desk Manager – Frequent Speaker, Service and Support Professionals Association • Packaged offerings – Knowledge Management assessments – Requirements development; vendor selection – HDI Knowledge-Centered Support training and adoption consulting Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  4. 4. Effective Self-Service • Benefits – Avoided help desks calls / incidents – Improved enterprise employee productivity – Reduced spikes from new initiatives and system roll-outs – Better insights for problem management – Increased employee satisfaction / demonstrated value • To be managed – Lower FCR / Higher AHT for help desk (easy calls are gone!) – Increased demand (people think you’re great!) • Barriers – Content usability, findability, relevance – The telephone habit – Lack of one-stop shopping – Must work the first time Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  5. 5. Creating Effective Customer Service Sites • The Result – Users accomplish tasks… – Fewest clicks, time – Least aggravation – No uncertainty (“scent”) – In their own styles • The Process – Starts with the users (personae; task-based design) – Connects users and tasks with resources and tools – Prototype; test early and often – Includes an ongoing knowledge process Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  6. 6. Service Websites Need Scent • Information foraging theory – Peter Pirolli, Xerox PARC – Jared Spool, User Interface Engineering • Scent: increasing confidence with every step – Links, actions set expectations – Results meet expectations – Next choices: closer to the goal • Website “deodorizers” – Mismatch between designer, user perspective (e.g., websites based on organization charts) – Abstract, one dimensional information architecture – Overchoice – Traditional search: the speakeasy, then game over Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  7. 7. Good or Bad Scent? QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture. QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture. QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture. Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  8. 8. Good or Bad Scent? QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture. Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  9. 9. Good or Bad Scent? QuickTime™ and a TIFF (LZW) decompressor are needed to see this picture. Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  10. 10. What’s Different About Help Desk Support? Customer Service Help Desk Content Primarily unstructured web Primarily solutions from a pages, dynamic URLs knowledge base, augmented by all forms of collateral information User Has an idea what is Knows that something Capability needed; may use should be different; knows consistent ways of some parts of the expressing these needs environment; may be able to express symptom or activity. Knows what he needs; Doesn’t know what may know what he he needs; doesn’t doesn’t know know what he doesn’t know Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  11. 11. Technical Support Requirements: Content • Task-driven access to content and tools – IT vendor and licensed content – Internally developed content – Password reset and service request tools • Easy authoring – Suggest or capture in the workflow: Support for HDI’s Knowledge-Centered Support – Gap analysis – No manual tagging or structuring! • Automated structuring of unstructured content Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  12. 12. Why KCS? With KCS, content is: • In the user’s own words and context • Continuously created QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. • Continuously improved • Timely • Structured for reuse Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  13. 13. Technical Support Requirements: Search • Diagnostic process – Understanding environments, changes, root causes, etc. – Eliciting observables – Uncovering root causes • Suggested alternatives for users – (Same as a good help desk analyst) – Getting more information for precise filtering – Loosening constraints for recall • Dynamic, not hard-coded – Users start at many places – A static model can’t scale – Learning from each interaction Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  14. 14. Technical Support Site Navigation Is All Of • Proactive, personalized content delivery – Problem avoidance – Find once, fix many • Task specific work areas • Integrated assisted / self-service workflows • Search for diagnosis – Can constrain by task, environment, product • One-shot or “Expert” search • Browse / Information architecture Each user gets only the appropriate affordances Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  15. 15. What Should You Expect Users to Tell You? YES NO Their task If they need Break-fix vs. How-to If a content source is relevant What content sources they need The core product experiencing the The product at the root cause of the exception exception The sub-product (model number) The component inside the product Confirm/deny specific symptom Confirm/deny abstract symptom class Their current activity Recent changes Clicks Pull-downs, radio buttons, check boxes Possibly relevant words, specific codes Meaningful natural language text Document relevance based on relevant Document relevance based on title or first summary (e.g., Google) paragraph Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  16. 16. The Task-Based Design Process 1. Identify the user classes (“personnae”) 2. Identify tasks for each personna 3. Prioritize tasks – No click – One-click – Search / navigate 4. Evaluate for scent 5. Test early and often – Screens only – Dynamic system 6. Evolve and improve – Content – Experience Strategic Consulting for Next-Generation Customer Support www.dbkay.com
  17. 17. Self-Service Effectiveness: It’s All About the Users • Thank you for attending this session! • Please fill out an evaluation form. Strategic Consulting for Next-Generation Customer Support www.dbkay.com

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