Self Service – examples, case studies, solution approaches, business cases Thomas Lundqvist Geneva, March 28, 2007

Thomas Lundqvist

Geneva, March 28, 2007

The Next Generation of Self Service What is Self Service – and what is it Not?

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

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

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

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 Examples

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

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

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

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 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

Intuitive - leveraging Rich Media Content User ratings Discussion Forums Real-life user issues… Media alternatives Intuitive, mix of media Video

Integrate self service with assisted support channels Integrate with assisted support channels Click to Call / Callback Live Chat with Anna

Leverage User Generated Content Content tagging User reviews User answers users (support resolutions) Leverage user generated content

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

Hiking / biking trails in Switzerland

Mapped out using Google Maps (Satellite & Map views)

Incl Altitude Profiles

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

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“

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