On a Mission to Communicate


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Presentation given by Larissa Flynn at Technical Communication UK 2011

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On a Mission to Communicate

  1. 1. CS Content team On a mission to communicate! Larissa Flynn External Education & Content Manager, Skype September 20112009 © Skype . Commercially confidential 1 1
  2. 2. Agenda What is ? Where we began, and what we found Initiatives for improvements & achievements Continued efforts & Enablers to success What next? QuestionsClick on the icons to jump to the topics 2009 © Skype . Commercially confidential 2
  3. 3. What is ? What you can do for FREE Available on multiple platforms Pay a little…. Use all these features 2009 © Skype . Commercially confidential 3
  4. 4. Fast Facts! Founded 2003, based in Luxembourg ~177 Million users each month, using an average 100mins per month ~30m concurrent users at peak times 20% Global International Calls* Available across the globe in 32 languages for Windows & 16 for Mac In May 2011, Skype announced it had entered into a definitive agreement with Microsoft for acquisition for $8.5bn2009 © Skype . Commercially confidential 4
  5. 5. Where we began… The Enterprise Team & Skype Academy, 2009 Formed under Business Operations, January 2010 Business Case and team expansion, June 2010 Multiple Content Types Localised into Eight languages Operational Readiness given, aligned to Online Support RV and moved to Customer Services, Summer 2011 2009 © Skype . Commercially confidential 5
  6. 6. What we found…touch-points in the customer journey New content Localisation Categorisation Maintenance of content Search tuning Upsell Home Page Search Content Pages Agent Responses Configurable Form Contact Methods New content Deflection Email Localisation through content Chat Maintenance Upsell 2009 © Skype . Commercially confidential 6
  7. 7. What we found… Barriers to success Low Flexibility Inability to support varying volumes of requests Limited Governance Lack of Content Strategy, Service Level Agreements, measurement & reporting Long Turnaround Times Low agility of the authoring process, content lifecycle difficult to manage Out of Core Business Support content authoring out of Low Transparency Skype’s core business Hard to track real spending & distribution between product lines & features 2009 © Skype . Commercially confidential 7
  8. 8. Initiatives: Support Request Form (H2 2010) 2009 © Skype . Commercially confidential 8
  9. 9. Initiatives: Support site redesign (2010-2011) 2009 © Skype . Commercially confidential 9
  10. 10. New to Skype? Now with Video! 2009 © Skype . Commercially confidential 10
  11. 11. Online content analytics insight Online Support FAQ Visitors Analytics awareness: Customer Service Operations • What are customers searching for? Contacts - Email & Chat • What content has the highest propensity for customers to contact us after seeing it? 54 times the number of customers • What route through the site do customers take, and who contact us visit the FAQs online what are the most popular routes for those who eventually contact us? • What content do we not have that we need to create? 2009 © Skype . Commercially confidential 11
  12. 12. Achievements to date Decrease propensity to contact through improved content1 Improved overall content on support website, deflected users by publishing FAQs in configurable form, created user guides and published getting started videos. Reduced PTC by 49% for customers who have viewed at least 1 piece of content Localisation of PreDef content to improve agent efficiency2 Closed PreDef content gaps by localisation of agent PreDefs into 7 supported languages, and retired unused or duplicated content. Reduced the gap by 36% in 2010 (now 0%), aiding increased FCR. 2009 © Skype . Commercially confidential 12
  13. 13. Achievements to date Generate income from up-sell links in FAQs3 Identifying FAQs & Predefs suitable for up-sell opportunities, and adding trackable tags to identify the content as either a contributor or the initiator of any sales. Almost 30,000 orders were placed in 2010 alone. The FAQ, “How does Skype make money?” made a significant contribution to this. 2009 © Skype . Commercially confidential 13
  14. 14. Achievements to date4 Website FAQ re-categorisation Adding new categorisation increased visibility of some of the Mobile content by 200% Net Promoter Score (NPS) Survey Feedback • Customer experiences with online help pages and Customer Services have a strong impact on NPS.5 They are “moments of truth” that can lead to disappointment, but can also have a huge upside if issues are resolved smoothly. • Quarter on quarter increase of 6% in issue resolution (16% in some regions). 2009 © Skype . Commercially confidential 14
  15. 15. Ongoing Improvements… •Style guides (Editorial style guide and Content team guidelines) •Content Engagement and lifecycle process documents (on Confluence) •Checklists (for perfect predefs and fabulous FAQs) •Technical, SME and peer review processes •Using top PTC FAQ report to drive improvement •Using 404 report to fix broken links. •Using customer feedback to drive improvementFA3281 How do I add contacts? 128% (43) had problems with the FAQ “I can’t find the menu bar” ** we’ve already addressed this in the new user guide **10% (15) needed CS help or had a “The Skype add contacts screen does not appear!! merely aproblem with product white blank page.” “By making it a lot simpler”63% (98) irrelevant comments “i dont like ur face ur look just like monkey”2009 © Skype . Commercially confidential 15
  16. 16. Enablers to Success High Flexibility Eliminated single points of failure Increased Governance New Service Level Agreements, measurement & reporting Shorter Turnaround Times Processes and Engagement Models, RACI Model More Transparency Impact Statements, Customer Feedback etc. 2009 © Skype . Commercially confidential 16
  17. 17. What next? Ongoing Initiatives •Proper meta-tagging of FAQs to enable regular targeted review •Auto surfacing content dependent on Customer type and platform usage •Work with skype.com teams to improve product page-to-FAQ linkage and ensure correct messaging •Make improvements to the support request form to utilise different types of content and improve information obtained to aid CS Agents with FCR •Engage with forums - what are the common issues/trends? •Increase video or interactive user guide (video snippets) usage •Retire old content •Add further languages to https://support.skype.com/ •Improve search tuning for non-English content Continued struggles •Supporting the Agile model •A/B product testing •Urgent localisation turnaround •Manual upload of content to KMS2009 © Skype . Commercially confidential 17
  18. 18. Thank you! Any Questions? larissa.flynn@skype.net http://uk.linkedin.com/in/larissaflynn2009 © Skype . Commercially confidential 18 1
  19. 19. Impact Statement Example 2009 © Skype . Commercially confidential 19
  20. 20. Engagement Processes 2009 © Skype . Commercially confidential 20
  21. 21. Content Example Embedded graphics for search friendly content 2009 © Skype . Commercially confidential 21