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Four steps to create a self-service
web site that works
Marcy Goode
@GoodeMarcy
May 7, 2015
Pitney Bowes: a 95-year heritage of fostering commerce
2
We clarified our mission:
Pitney Bowes delivers
accuracy and precision across
the connected and borderless
world of commer...
Step 1: Alignment with call center operations &
knowledge management is like clock work
4
Digital
Marketing
Call
Center
Kn...
US web support site utilization
5
•  Utilization calculated via a percentage of hours spent conducting self help on web
co...
Step 2: Strategic platform(s) allow for a fast
and easy global rollout
6
Pitney Bowes will retire 8 platforms and launch t...
Step 3: A consistent user experience (localized and translated)
and SEO strategy across the globe
7
Step 4: An adoption plan that addresses changing business
rules, communications and onboarding plans
8
•  New product
comm...
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Four Steps to create a self-service web site that works By: Marcy Goode (USA), Pitney Bowes

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Companies have been creating self-service web sites to drive clients to help themselves for both account and product support for years. There are various opinions and questions about support sites and their value to both the company and its clients. Some familiar questions you may have heard are as follows: Is it better to have clients call or help themselves? Does it really help the company save money? Would customers really use it? Do clients prefer to call? I’m here to tell you that it works and there’s a simple formula to create one at your company.

Pitney Bowes is a decade into its success with a support site. With many successes and lessons learned, Pitney Bowes is a great case study of an enterprise that has evolved its self-service program to meet the goals of both our business and our clients.

1. Alignment with call center operations and knowledge management is the key to success. Without your partners in lock step, a self-service strategy will fall short.
2. A global platform ensures consistency and is both reusable and scalable. Shared templates allow for increased time to marketing and global content management.
3. A consistent user experience design and SEO strategy is at the heart of ensuring that clients find the information they need to solve their problems.
4. An adoption plan that addresses changing business rules and processes, client communications and onboarding plans.

Although the steps look fairly simple, the tactics to support them can get complicated and fast. There are some key decisions that I’m working on that will influence the success of the support site:
- How do you measure the success of self service?
- Should we take the phone numbers off all our products and communications to force a drive to web?
- Should we force all our clients to create an online account as part of our adoption plan?
I’m interested for your opinions on how you answer these questions at your company. There may not be a one size fits all, but we can certainly discuss a number of options and alternatives that can help each of us to take a step forward in this space.

Published in: Internet
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Four Steps to create a self-service web site that works By: Marcy Goode (USA), Pitney Bowes

  1. 1. Four steps to create a self-service web site that works Marcy Goode @GoodeMarcy May 7, 2015
  2. 2. Pitney Bowes: a 95-year heritage of fostering commerce 2
  3. 3. We clarified our mission: Pitney Bowes delivers accuracy and precision across the connected and borderless world of commerce by enabling billions of physical and digital transactions. 3
  4. 4. Step 1: Alignment with call center operations & knowledge management is like clock work 4 Digital Marketing Call Center Knowledge
  5. 5. US web support site utilization 5 •  Utilization calculated via a percentage of hours spent conducting self help on web compared to related call center hours with agents. •  In 2014, 37% of all hours were conducted as web self help, largely driven by significant January rate change. •  2015 goal is 44%, or 19% higher YoY rate change parcel rate change
  6. 6. Step 2: Strategic platform(s) allow for a fast and easy global rollout 6 Pitney Bowes will retire 8 platforms and launch this architecture across the globe over the next two years
  7. 7. Step 3: A consistent user experience (localized and translated) and SEO strategy across the globe 7
  8. 8. Step 4: An adoption plan that addresses changing business rules, communications and onboarding plans 8 •  New product communications drive clients to manage relationships online •  Call center agents drive clients to the web to solve their problems •  Invoices drive clients to the support site if they run into problems

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