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Kana web-self-service-webinar-esteban-kolsky


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Slides from our recent webinar on knowledge management and web self service with Esteban Kolsky. Posted by Mark Duffell

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Kana web-self-service-webinar-esteban-kolsky

  1. 1. We will begin at 5 minutes past the hour. Audio Dial in: United States: (312) 878-0511 Canada: (514) 667-0328 United Kingdom: +44 (0) 203-318-4723 Access Code: 796-988-826
  2. 2. Thanks for Joining Us. <ul><li>Logistics </li></ul><ul><li>All phone lines are muted – submit questions via your control panel. </li></ul><ul><li>We will answer ALL questions (online or over email). </li></ul><ul><li>The webinar recording will be available on . </li></ul>Enter your questions in the question panel and click “Send” Choose Audio Mode. Dial the number on your panel for phone audio. (The number on this screen is a sample only)
  3. 3. We have been doing self-service for a very long time, but not since the beginning have we strayed this far from the needs of the user.
  4. 4. Problem? It is a matter of perspective.
  5. 5. customers Organizations and consumers see self-service as two different things
  6. 6. Organizations see it As a cheap replacement for phone calls As a delivery mechanism Not as and experience-centric last step in solving the customers’ problems or issues as they matter As a tool for customers to help themselves, or not
  7. 7. customer perspective Customers see it Organizations trying to push customers away Better than being on hold on the telephone A hard place to find what they need, not all answers are available Organizations don’t listen
  8. 8. content context intent Self-service zen Consider the three elements of the inquiry to deliver to expectations what do they need? how do they need it? why do they need it?
  9. 9. Self-service zen Consider the three models of self-service to deliver to expectations informational operational transactional
  10. 10. Next step in the evolution of service: Knowledge-infused processes knowledge-driven process analytics-driven knowledge infused process
  11. 11. Problem with traditional process organization inquiry a answer 1 inquiry a.1 answer 2 inquiry a.2 Answer 3 event knowledge data system analytics informational transactional operational self-service interface
  12. 12. Knowledge-Infused Processes (KIP) <ul><li>Why do we need a new name? </li></ul><ul><ul><li>Defines the objective, not function </li></ul></ul><ul><ul><li>Focuses on the action of infusing knowledge into the process, not the process </li></ul></ul><ul><li>What does it mean? </li></ul><ul><ul><li>Knowledge becomes one part of the answer, not the answer or solution </li></ul></ul><ul><ul><li>Considers content, context, and intent before merging informational, transactional, operational data and needs to complete answer to customer </li></ul></ul><ul><ul><li>Customers have complete better answers, faster </li></ul></ul>
  13. 13. Knowledge-Infused Process Model organization inquiry answer event knowledge data system analytics kip self-service interface
  14. 14. Three Steps to KIP in Service Organizations <ul><li>Find the right processes </li></ul><ul><ul><li>p roper mix of knowledge, transactions, operations </li></ul></ul><ul><ul><li>highly accessed by customers </li></ul></ul><ul><li>Determine their path to kip </li></ul><ul><ul><li>what operations, transactions, and knowledge they access </li></ul></ul><ul><ul><li>how is that data and information moved in and out </li></ul></ul><ul><ul><li>how it can be summarized into a single transaction </li></ul></ul><ul><li>Test, deploy, test, improve, test, release </li></ul><ul><ul><li>can never tell how it will work before you do it </li></ul></ul>
  15. 15. KIP Feeds New Customer Service enterprise applications crm sales marketing feedback service business self service communities agent tools knowledge repositories support tools
  16. 16. KIP Helps Improve Experiences customer centric evolution efficiency effectiveness company customer experience loyalty value process
  17. 17. KIP Brings Substantial Benefits <ul><li>Reduced maintenance </li></ul><ul><ul><li>3:1 ratio becomes 1-1.5:1 ratio </li></ul></ul><ul><li>Improved effectiveness </li></ul><ul><ul><li>Higher satisfaction, loyalty scores </li></ul></ul><ul><li>Better FTR </li></ul><ul><ul><li>Builds loyalty, proves commitment to customer </li></ul></ul><ul><li>More customers willing to use self-service </li></ul><ul><ul><li>Reduced costs of customer support </li></ul></ul><ul><li>Better leverage of resources </li></ul><ul><ul><li>Talks to better ROI for company </li></ul></ul><ul><li>Shifts power to customer </li></ul><ul><ul><li>More “social”, builds basis for collaborative enterprise </li></ul></ul>
  18. 18. Now What? <ul><li>First, don’t panic – there is no forklift coming your way </li></ul><ul><ul><li>Leverage, change, improve, and grow </li></ul></ul><ul><li>Second, understand the role that knowledge plays in your service organization </li></ul><ul><ul><li>May not be as prevalent as you think </li></ul></ul><ul><li>Third, plan and strategize before committing </li></ul><ul><ul><li>It may, just may, not be the right move </li></ul></ul><ul><li>Fourth, as your progress, continue to improve and innovate </li></ul><ul><ul><li>Never assume you got it right, intent is ever shifting </li></ul></ul>
  19. 19. KANA Snapshot June 23, 2011 WHO WE ARE The leader in Service Experience Management Solutions WHO WE HELP Customer Service Leaders HOW WE HELP We let you take control of your Service Experience and give you the ability to balance your competing goals WHO WE SERVE Over 600 B-to-C companies and Government organizations with relentless focus on customer service BUSINESS IMPACT Our customers report double-digit increases in customer satisfaction, increased revenue growth and at the same time decreases in contact center costs INDUSTRY RANKINGS <ul><li>5 of top 5 </li></ul><ul><li>General Retailers </li></ul><ul><li>Wal-Mart </li></ul><ul><li>Target </li></ul><ul><li>Sears Holdings </li></ul><ul><li>Federated </li></ul><ul><li>J.C. Penney </li></ul><ul><li>4 of top 5 </li></ul><ul><li>Telcos </li></ul><ul><li>AT&T </li></ul><ul><li>Verizon </li></ul><ul><li>Sprint Nextel </li></ul><ul><li>Comcast </li></ul><ul><li>Direct TV </li></ul><ul><li>3 of 5 Specialty Retailers </li></ul><ul><li>Home Depot </li></ul><ul><li>Costco </li></ul><ul><li>Lowe’s </li></ul><ul><li>Best Buy </li></ul><ul><li>Staples </li></ul>Financial Services 120 Telecommunications 100 Retail 75 High-Tech 70 Travel / Transportation 50 Services 40 Manufacturing 30 Healthcare / Insurance 20 Government 10 600 Customers Worldwide
  20. 20. Questions for Service Managers Knowledge adoption – how many customers actually use it ? How much time do customers spend searching for information? How do customers “do” instead of just asking for information?
  21. 21. KANA Web Self-Service Solution KANA’s Web Self-Service solution allows for KM and process to drive specific solutions for the customers
  22. 22. Self-Service with Contextual Knowledge <ul><ul><li>Allow customers to find help without searching </li></ul></ul><ul><ul><li>Use what you know about the customer to make more relevant </li></ul></ul><ul><ul><li>Reduce abandonment rates on forms and applications </li></ul></ul><ul><ul><li>Reduce the number of clicks needed to solve a problem </li></ul></ul>Payback How? Return Cost Reduce desire or need to escalate 4 - 6% of call volume Satisfaction Give customers the answer without leaving the web page they are on Revenue Keep the customers on the page, leaving them to either purchase or complete a process 0.5 - 2% increase
  23. 23. Web Self-Service: Authenticated and Anonymous
  24. 24. We want to hear from you! Please submit your questions online now. Contact KANA: [email_address] Contact Esteban: [email_address] Question & Answer