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Web self-service in the context of Web2.0
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Web self-service in the context of Web2.0

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This presentation gives an overview of the maturity levels of self-service, how the business case drivers for self-service are changing in context of Web2.0, what are the key features and success......

This presentation gives an overview of the maturity levels of self-service, how the business case drivers for self-service are changing in context of Web2.0, what are the key features and success factors.

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  • 1. Self Service – examples, case studies, solution approaches, business cases
      • Thomas Lundqvist
      • Geneva, March 28, 2007
  • 2. The Next Generation of Self Service What is Self Service – and what is it Not?
  • 3. Self Service in a Value Chain context Marketing & communi- cation Sales/ Distribution/ Customer acquisition Production/ Delivery Service & Support Service-/communi-cation intensive Produktion oriented Self Service I Self Service II Direct Consumer Engagement eCommerce
  • 4. Self Service Evolution & Maturity Levels READ INTERACT INVOLVE
    • Level 1: personalized access to „private“ space (customer data admin, order / services overview, billing & payment data, etc.)
    • Level 0: static info
    • Level 3: converging Self Service with the overall web presence (e.g. Sales & Marketing)
    • Level 2: acknowledged as a proper service channel, having Self Service and Email Management integrated directly into business processes
    • Level 6: social networking, community building, user generated / contributed content
    • Level 5: consolidating & providing services & data from the external world (RSS / mash-ups / rich media)
    • Level 4: leveraging web2.0 features such as RIA, tagging
  • 5. Business Case Drivers Business Case Drivers Cost Savings Cost Avoidance Revenue Retention Revenue Creation & Growth
    • user finding solutions to issues in the knowledgebase
    • creating detailed trouble tickets online
    • looking up history (usage, bills, order status)
    • creating and modifying orders & services online
    • sticky service; switch to new provider means getting used to new applications & tools
    • user communities promote loyalty
    • demanding web users seeing self service as a necessity, not an option
    • niche needs („the long tail“) can be met cost effectively by leveraging communities and user generated content
    • enabling diversified business models
    • clearly identifiable up- and cross-selling opportunities
    • inexpensive approach for gathering customer information
    • product feedback for product management
    • enriching the support knowledgebase with user generated content
  • 6. Cost savings with Online Self Service (in CHF per Contact) 10‘000 100‘000 1‘000‘000 Contacts per Year 100 50 Counter / Personal meeting Call-/Contact-Center Online Self Service Cost per Contact Channel Mix drives down cost per interaction
  • 7. Success Factors – Characteristics
    • Less is more, don‘t overload with info, be specific
    • Strong search of structured and unstructured data
    • Multiple navigation choices, consider users‘ experience levels
    • Show vs tell; leverage pictures and rich media
    • Allowing for channel change, seamless escalation to personal
    • Satisfying service is a combination of channel activities
    • Product reviews & ratings, tagging for relevancy
    • User answers user support
    • Mashups
    • Relevant content based on user profile and user‘s services
    • History of support, previous cases & reuse
    • Integrate analytics & measurements
    • Usage, entry & exit paths, search string analysis
    • For web users, employees, support staff
    Usable & supported by dialogs & guiding info Intuitive, mix of media Integrate with assisted support channels Leverage user generated content & 3rd party services Secure, personalized experience Usage Analysis & continuous optimization Central repository
  • 8. Usable and supported by dialogs On-the-fly page changes based on user input Real-time data entry validation Submit once Real-time lookups and auto-complete Usable & supported by dialogs & guiding info
  • 9. Intuitive - leveraging Rich Media Content User ratings Discussion Forums Real-life user issues… Media alternatives Intuitive, mix of media Video
  • 10. Integrate self service with assisted support channels Integrate with assisted support channels Click to Call / Callback Live Chat with Anna
  • 11. Leverage User Generated Content Content tagging User reviews User answers users (support resolutions) Leverage user generated content
  • 12. Leverage User Content / Mashups
    • Hiking / biking trails in Switzerland
    • Mapped out using Google Maps (Satellite & Map views)
    • Incl Altitude Profiles
    Leverage user generated content & 3rd party services
  • 13. Mashups – leveraging 3rd party services and content Identify Select Contract Quality Assure Extend & Enhance Identify suitable service and content providers Evaluate quality of content & services, technical feasibility Commercial conditions for usage, SLAs, models for contributions Architecting for non-availability, monitoring and fail-over Look for alternatives / complements, QA co-op with providers 1 2 3 4 5
  • 14. Architecture – Functional View Devices Persistence Layer / External Serv. Integration Layer Business Service Layer Presentation Layer Content Repos. Enterprise Apps Workflow / Orchestration Enterprise Service Bus eCommerce User profiles & personaliz. Order Entry & Mgmt Product & Service Mgmt CtC / Chat / VoIP Complaints & TT Mgmt Content Collaboration & Syndication Wikis / Blogs / Forums Content Tagging Knowledge-base Web PDA / Mobile Streaming Content / Podcasts 3rd party Services RSS feeds Community Mgmt „ Web2.0 Services“ Subscription Mgmt 3rd party Content Laptop PDA Mobile TV OptAM Enablers Continuous Integration Config. Mgmt Project Collaboration Test Support Integrated Dev Env Customer Mgmt „ Traditional Services“
  • 15. Questions? Live with Optaros Optaros Fire away...