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Moving from Traditional to Connected Support: Delivering Better Customer Experience and Brand Value

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Self-service and changes in customer behavior
How self-service is impacting the demand on support agents
How we’ve seen companies adapting their approach to support

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Moving from Traditional to Connected Support: Delivering Better Customer Experience and Brand Value

  1. 1. 1© 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 1© 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE Delivering Better Customer Experience and Brand Value December 4th, 2015 Moving from Traditional to Connected Support: Damien Howley Senior Director of Customer Success
  2. 2. My Background © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 2 •  SaaS focused - Mainly product and professional services - Startups •  Customer Success - Designing and implementing CS programs •  Self-Service - Customer Success Centers (For prospects and customers) - KCS (Knowledge Centered Support)
  3. 3. Topics © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 3 1 2 3 Self-service and changes in customer behavior How self-service is impacting the demand on support agents How we’ve seen companies adapting their approach to support
  4. 4. 4 Self-Service and Changes in Customer Behavior 1
  5. 5. •  Have access to a lot more information •  Less dependent on facilitated learning •  More vulnerable to bad experiences •  More sensitive and have less patience •  Have higher aspirations to excel with a product Customers are Changing © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. They Have New Preferences for Learning © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 6 76% Prefer Self-Service 4xMore Likely to be Dissatisfied by an Agent Interaction •  Low effort •  Instant gratification •  In-product, In-app, In-device •  Contextually relevant •  Rich (Caters to the experts) •  Accessible (Can Google it)
  7. 7. They Expect More © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 7 •  Everyone “knows enough to be dangerous” •  Increased desire for expertise •  Expert status can drive a career
  8. 8. They’re Learning Pre- and Post-Sales © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 8 CEB - 2014 Learn Define Needs Assess Options Make Decision 56% through vendor selector. Contacting a Sales Rep Research Mode: Self-Service
  9. 9. They’ll Go to the Source with the Best Service © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 9 •  Support and service is part of your brand •  Your self-service voice can be stolen •  Forums, blogs, competitors can hijack your “research mode” traffic •  Knowledge and recognition are a big draw •  Google •  LinkedIn •  Quora •  Salesforce
  10. 10. They’re Leading a Paradigm Shift in Support © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 10
  11. 11. 2 11 How is Self-Service Impacting the Demand on Support Agents?
  12. 12. What Does Today’s Support Journey Look Like? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 12 SaaS IoTMobile Product Community Documents Knowledge Self-Service Search Engines Ticket System Phone Chat Agent Support Deflection
  13. 13. How Do I Deflect More? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 13 •  Deflection can be good and bad •  Does deflection mean cost-savings? •  What the top-line? •  Consider deflection a filter Complex Problems Simple Problems
  14. 14. Self-Service is Changing Demand on Agents © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 14 Traditional Break/Fix Trouble Shooting Onboard Enablement Omnipresent Support Connected
  15. 15. Is Agent Support “BAD” Now? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 15 •  Agents are traditionally product experts •  Agents are traditionally measured by efficiency metrics •  Agents aren’t equipped to offer end-to-end service delivery
  16. 16. 16 How are Companies Adapting their Approach to Support? 3
  17. 17. We’re Seeing a Culture Change © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 17 •  A noticeable shift from Support to Customer Success •  Increased focus on customer experience •  Changes in core company values •  Looking at the top line •  Company-wide emphasis on the customer Core Values Core Values Customer Success Customer Experience
  18. 18. What are Companies Focusing on Now? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 18 •  Lifetime Value •  Adoption •  Satisfaction •  Utilization •  Renewal •  Onboarding •  Training
  19. 19. •  Agents with industry expertise are excelling •  Entry level agents are harder to ramp-up •  Agents are costing more •  L1s (level 1 agents) are asked to bring value and direction to the table •  L2s (level 2 agents) are asked to have previous implementation experience (PS, SE) •  Support positions are being pitched differently How are Companies Hiring Agents? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 19
  20. 20. How are Agents Being Measured? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 20 •  AHT •  FCR •  MTTR •  Closed cases quota •  Speed •  Efficiency Traditional Support •  NPS •  CSAT •  CES •  Education •  Expertise •  Adoption •  Utilization •  Passion •  Advocacy Connected Support
  21. 21. How are Agents Behaving? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 21 •  Value quality (NPS, CSAT, CES) •  Leave cases open (follow-up opportunities) •  Best support mediums (phone & screen-share) •  Inform the product •  Aspire to be experts •  Know the product & industry
  22. 22. What Tools are Agents Using? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 22 •  High-value mediums (phone, screen-share, remote-control) •  Guided instruction (step by step) •  Co-browsing •  Remote desktop control •  Remote mobile and camera control •  Screen and mobile annotation
  23. 23. How are Agents Being Supported at the Point of Need? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 23 •  Knowledge, lots of knowledge •  Customer insights •  Customer utilization analytics •  KCS – Knowledge Centered Support –  Agents are included in the feedback loop
  24. 24. How are Companies Structuring Support? © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 24 Traditional Company Product Engineering QA Support Pro Services Money SDR Account Management SE Connected Company Product Engineering CS Support Onboarding Account Management SE QA Sales AE SDR Outcome Ownership 100% Customer Outcome Ownership Shared
  25. 25. © 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 25 Thank You Damien.Howley@Support.com
  • TanyaMuldrow

    Feb. 26, 2016

Self-service and changes in customer behavior How self-service is impacting the demand on support agents How we’ve seen companies adapting their approach to support

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