1. Strategic plans for KANA op3misa3on
= work done
• ew stuff i.e.: Geek Squad
N
= work in development • Wikkis/forums/community
websites, widgets on facebook,
Introduce new plans John Lewis etc
= work planned
• Improve online self‐help • fine tune content for Self‐help
Introduce new plans • Integrate KANA tools to CPW website • Introduce tutorials, step by step
• Replace ‘Contact Us’ web Instruc3ons for common problems
form • Enhance online Search – introduce
• Integrate KANA IQ & Response Baynote
• Fine tune KANA IQ. Introduce
• Introduce Classify to Response to
Diagnos3cs, clarifying ques3ons
• Deploy KANA IQ internally –
maximise usability
Search, new templates etc
ask us…
• Introduce KANA Response Live?
• Introduce emails standard
• Deploy KANA Response
• introduce workflow and web
• templates, auto suggest/response
internally to Contact Centre
authoring to IQ
emails,
• Upgrade to latest versions
Build the founda3ons and con3nue to invest and improve
2007 Autumn 2008/Spring 2009 Summer 2009

2. Customer contact journey –reduce cost to serve
–pre sales
1
Dave wants a smart phone. He Dave pops into his local store He’s Sales consultant sells Dave the
Dave compares battery life, One week later Dave receives a
talks to a friend who tells him shown the iPhone and decides to iPhone and Geek Squad
camera, price plans, customer follow up ‘How’s it going?’ email
about the great deals at CPW buy. He asks about insurance and Protect. Dave gives his email
recommendations and promotional giving him details of how to get
for iPhone and Blackberry. He wants to know what’s best. Store details and receives a Welcome
video. Decides iPhone hits the support (based on call driver
decides to check out consultant checks Help & Support email from CPW with links to
spot! Finds his local store using analytics)- which he accesses on
www.carphonewarehouse.com online and shows Dave the Help & Support re setting up,
Store Locator. his new iPhone.
options. and post sales support.
–post sales
2
After dropping his phone off at When the repaired phone is
Dave receives monthly emails Disaster – Dave drops his iPhone
At 17mths, Dave gets an email
his local store Dave is told he returned, Dave gets an email
from CPW ranging from hints and the screen is broken. He uses
reminder that his contract is near
can track his repair’s progress telling him what’s been done
and tips to links to applications his network on facebook/Twitter to
renewal with a link to a
online at CPW.com. He’s not which includes a link to the
and services – Twitter plug ins, find out what to do. Reminded he
personalised online upgrades page
near a computer so calls the online Accessories page with a
games, iPhone Apps (eg. has Geek Squad Protect
and number to call
Contact Centre who can also recommendation to buy a
Keynote Remote), accessories insurance, he checks Help on
track progress and help with his protective cover. He does.
etc CPW.com and uses chat to ask
insurance claim.
what to do next.

3. Customer knowledge strategic plan
One Contact Centre handling all these brands (and more?)
• General enquiries
• Complaints
• My Account
• Technical support – Geek Squad mission control/covert
• Insurance claims
• Sales – Inbound/outbound
PUSH
Content to where customers are
Third party sites Supported by‐
Eg: O2, John Lewis • Single knowledgebase for the contact centre, stores
Tesco, laptop providers etc, and customers –
• common content ie. Geek Squad
branded and shared across all websites
• Informa3on only content available to all
• Pre‐sales product support
CPW.com
Ask us… (internal)
Text, mms,
Email, video
podcast
knowledgebase
PULL ‐ Content sourced internally and externally
• advisers to contribute content to knowledgebase
• Harness the power of social communi3es
• Harvest content to populate knowledgebase ‐ ‘the truth’
• Allow customers to talk ‘blog/forum’ among themselves and
find their answers
• Listen to Social Network sites and find out what customers are saying
• Contribute to enhance online reputa3on management
• Con3nually update source content
In-store kiosks
Geeksquad.co.uk
BestBuy.co.uk

4. Customer’s vision
“Make it simple, use language and concepts I understand
•
Build the site around the things I need most
•
Support tasks the way I do them
•
Give me step by step instruc3ons
•
I don’t mind a few qualifying ques3ons as long as they lead me to the best
•
resource
• When I fail to help myself, make it easy and clear how and where to get in
touch
• Give me an SLA for email response”
Source: Self‐Help User Research and Design, Lighthouse Group, August 2008

5. Our Vision
Being ‘accessible’ everywhere
•
– Future is “small pieces of info, loosely joined”
• Customers, stores and advisers, need informa3on;
– At the point of use
– Just in 3me
– In a format and channel that suits their device and circumstances
Knowledge as a ‘service and commodity’ in its own right
•
– Our knowledgebase can be extended
• Contribu3ons can be acquired from any source
– Subject mamer experts in CPW, Best Buy, suppliers
– Customers, field service agents
• Any part of the applica3on can be embedded anywhere
– Intranets (02, CPW, BestBuy, Geek Squad, MVNO)
– Web sites, mobile devices, any device that supports HTML
– The power of self‐help
• Business users able to place KM ‘widgets’ anywhere‐ minimum IT involvement
– Free up contact centre advisers to deliver bemer service

6. ‘Merchandising’ self‐help
: Build internal Support
1. Integrate access to specific features across all CPW web proper3es‐ie.
OTA seongs
2. Push url links via email/chat to support customers
3. Add self‐help usage to management goals & metrics
: Drive adop3on
1. Create promo3ons, something extra to try self‐help
2. Advisers reference self‐help in all relevant calls
3. Link to Help & Support during pre‐sales/post sale cycle
4. Retail uses self‐help with customers to show how and when to use
5. Possible CPW portal for mobile/laptop user experience

7. Dynamic Contact Us form – intelligent FAQs
Contact Us
We will respond to all email submissions within***hours. Please call us with urgent enquiries.
Mobile or Broadband Mobile
Device Type Nokia
O2
Service Type (opKonal)
Please enter your enquiry below.
1. Billing enquiries for your O2 account
1. Nokia handset troubleshooter
Suggested knowledge arKcles… from
When will I receive my cashback?
2. Set up mobile email on your Nokia handset
2. Set up your Nokia N95 phone knowledgebase
Search results directly
from enquiry text
3. Check the balance on my O2 account
3. How to use bluetooth
Please provide your contact informaKon.
Auto response email
1. Cashback/chequeback offer Suggested knowledge arKcles… from
First name: Last name: knowledgebase
2. Billing enquiries for your O2 account
Anne Wood
3. Check the balance on my O2 account
Email: Day Kme phone number:
wooda04@cpwplc.com 07740 335843
All fields are retained if customer
needs to submit email form
Customer receives email auto
Send
response if appropriate

8. KANA IQ for Help & Support: Core Features & Benefits
Example wire frame
Product Scoping drives
quick, relevant results
Presents product‐specific
browse
Improved Search to drive
KANA Features best answers
Clarifying Ques3ons
Troubleshooters guide user
to step by step answers
Machine Learning –
populates evolving issues‐
Hot topics/FAQs
Top Ques3ons
Automa3cally populated to
Natural Language Search
address evolving issues‐
– 3les and content
Hot Topics/FAQs
Decision Trees –
Builds trouble shooters

9. Xerox uses KANA IQ www.xerox.com
Natural Language Search
– 3tles and content
Decision Trees –
Builds trouble shooters
Machine Learning –
populates evolving issues
FAQS/Hot Topics

10. Next steps
We have the technology and the exper3se in‐house
Ac3ons
• Technology
extend KANA IQ externally – CPW, BestBuy, Geek Squad
–
Integrate IQ (knowledge) and Response (email)
–
‘push’ customers to knowledge from ‘Contact Us’ form – de‐escalate
–
Upgrade IQ to latest version
–
Enable web authoring to allow advisers/Retail to create content
–
• Acquisi3on
– Build KM contributor community
– Provide listening service (eg: Twimer, blogs etc)
– Populate knowledgebase with content
• Distribu3on
– Iden3fy places to imbed knowledge (ie. BestBuy, Geek Squad, Mobiles etc)
throughout customer lifecycle
– Iden3fy ‘shopping’ list of sites/partners who could use the KM service ie: John
Lewis, sat navs (store locator) etc

11. Knowledge Acquisi3on
and enrichment
Future
Now
Relies on ‘knowledge’ owners and
• Maintain, grow and widen knowledge
•
rela3onship building owner rela3onships
Knowledge team build content in KANA
• • Enable web authoring to allow advisers
knowledgebase to create & submit content (approved
via workflow)
• ‘ask the audience’ to contribute/share
Customers and advisors cannot directly
•
knowledge
contribute knowledge
• Harvest content from online
communi3es (Geek Squad, BestBuy,
KM team maintain ‘style and authority’
•
CPW, Twimer etc)
and editorial control
• KM team maintain ‘style and authority’
and editorial control
Advisors send feedback to knowledge
•
• Create a ‘listening’ service’ to
team (approx. 4 per day) to ask for new
understand what customers are saying
content/changes
about us ie. Twimer
• Link Knowledge crea3on to
Knowledge & exper3se NPS score
•
company ‘Compass’ appraisement and
linked to adviser bonus
bonus scheme
• Reward/accredit customers for
contribu3ng content

12. Knowledge Distribu3on
Future
Now
• Knowledgebase (KB) updated when Push knowledge to where the customer
•
new content provided is–
online (our websites and their communi3es)
–
IVR
–
• Advisors no3fied by weekly via mobile (text, mms, podcasts, video)
–
newslemer or daily visits to KB in‐store kiosks etc
–
At point of sale (instore/online)
–
Provide knowledge as a service to 3rd
•
• Customer content hard‐coded onto par3es
web pages. Relies on customers to Copy ‘contact us’ emails to Marke3ng
•
‘visit’ pages as contact lists‐ subject to customer permission
Pre‐empt problems
•
Share knowledge during customer life‐cycle
–
• Printed collateral refers to Help & not just at beginning/end and when problems
Support. Relies on customers to occur
‘visit’ pages De‐centralised, open, 24/7 trustworthy
•
content provision
Single source ‐ en3tled content
•
• No IVR/handset/Retail ‘push’ to – Customer (primary solu3on)
content – Adviser (addi3onal content)
– Geek Squad Agent (subscrip3on/2nd line content)
• Changes restricted by heavy IT Push content to Geek field agents
•
involvement
Business driven changes
•
– Minimal IT involvement for KM changes

13. Recommended Deployment Roadmap
Mar 09 Apr May Jun Jul Aug Sept Oct Nov
Self‐Help Programme
Self‐Help UI Launch
UI Build
IQ KA Self‐‐Help
Design
IQ Content Restructuring
Launch
KANA Email/KB De‐Escala3on
integra3on
email Update
Dynamic Contact Us
Form
KANA
Email
Email
Deploy Auto Classify
Re‐Launch
Rules &
Admin
Metrics
Improvements
CIP Launch
Content
Defini3on
CIP Development
Upgrades
PlaAorm
IQ 10 Upgrade Baynote POC
KA = knowledge architecture
CIP = Con3nuous Improvement Programme

14. De‐Escala3on Path
Customer Enquiry Flow Answers
Website
Finds informa3on Best match
Customer visits
product pages/shop
Customer gets solu3on
Helps customer focus on
at point of contact/or
Browse & decision trees right content
CHAT op3on assists
Customer needs more
Top results returned
Uses Search
Support from Help/Search
Directed to email/or
No answer – Directed
call
Customer submits
To webform
Directed to Chat
EMAIL Auto response if appropriate
Categorise & respond
System routes
Email reply
Search KB for answer Auto suggest content
Enquiry requires
Wrimen email reply
Use KB and email systems
research
Research requires
Customer contacted
KB customer contact
KB= Knowledgebase