Mobile Self-Service: The Next Generation of Customer Service


Published on

Presented at Dreamforce 2013

Presented by:
Michael Chou - Director of Product Management @
Daniel Walsh - Director of User Experience @

Guest Speakers:
Mary Pat O'Toole - Director of Sales Resource & Development @ Avis Budget Group
JP Regit - CoE Lead @ PwC

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Highly Flexible Mobile Architecture
    OAuth2 Authentication can now be handled on-demand, enabling mobile apps to start un-authenticated. With 2.0, developers can quickly connect existing apps to the wealth of customer data stored in the Salesforce cloud.
    Mobile Apps can now authenticate against standard and community licenses, enabling our customers to realize the full benefits of being a “Customer Company” through mobile apps.
    SmartSync Data Framework
    The SmartSync data framework is a set of JavaScript libraries that allow developers to work with real Objects by encapsulating the Salesforce REST APIs. With this framework, developers will write substantially less code for CRUD operations.
    SmartSync can also seamlessly integrate into the SmartStore offline storage database for storing data offline without additional code – including the ability to defer updates with data conflict detection. Check out the new AccountEditor hybrid sample app, demonstrating the SmartSync functionality in action.
    Simplified Getting Started Process with NPM
    Developers can quickly create apps with the Node Packaged Module (NPM) installers. Salesforce provides two packages: forceios for the iOS Mobile SDK, and forcedroid for the Android Mobile SDK. These packages provide a static snapshot of an SDK release. (npm install forceios and you are good to go.)
    Create new native and hybrid apps directly from the command line with a simple script. The 2.0 release provides a simple and unified app creating process for iOS and Android.
  • Native apps are specific to a given mobile platform (iOS or Android) using the development tools and language that the respective platform supports (e.g., Xcode and Objective-C with iOS, Eclipse and Java with Android). Native apps look and perform the best.
    HTML5 apps use standard web technologies—typically HTML5, JavaScript and CSS. This write-once-run-anywhere approach to mobile development creates cross-platform mobile applications that work on multiple devices. While developers can create sophisticated apps with HTML5 and JavaScript alone, some vital limitations remain at the time of this writing, specifically session management, secure offline storage, and access to native device functionality (camera, calendar, geolocation, etc.)
    Hybrid apps make it possible to embed HTML5 apps inside a thin native container, combining the best (and worst) elements of native and HTML5 apps.
    User experience & Performance
    Hybrid apps are not executed natively; the HTML5 and JavaScript portion of the app is rendered and executed by the platform’s Web engine, which adds another layer between the user and the app. This can make things slower to the point where users can, irritatingly, perceive the slowness.
    Another drawback is when there is a need for animations or special user interface (UI) treatments, like spinners or custom UIs that require elements to move around the screen. HTML5 is lacking in this area. In fact, this is one of the reasons LinkedIn dropped HTML5 and went native for its mobile app.
    The look and feel of the platform is also a factor. One of the benefits of hybrid apps is that developers only have to build once; this is also true for the UI, meaning that the app will look the same across all platforms. Some users expect the apps to look like the other apps they already have. There are some common elements and guidelines that are expected from an app on a specific platform, which cannot be met by hybrid apps.
    Development speed and cost
    Hybrid apps are faster to develop. Only a portion of native code has to be re-written for different kinds of devices. The vast majority of development goes into the Web component, which is used across all devices, reducing the time it takes to build the app (and thus the development cost). These are Web apps built into a native mobile container or framework.
    This essentially means that they take advantage of the cross-compatibility of Web technologies such as HTML5, CSS, and JavaScript and use the native component to leverage device-specific features such as hardware sensors or the camera.
    Building a hybrid mobile application requires maintaining a single code base for the different platforms. Native apps require specific developments for each platform, which increases costs and duration.
    Required knowledge
    Because hybrid apps are based on Web technologies it is easier to find developers to build them and maintain them. Globally, it is difficult in today’s heated mobile app development market to find developers experienced with iOS and Android. Due to the Web’s historical reality, the great majority of developers come with strong knowledge of Web technologies. That history also is true for other mobile platforms like BlackBerry and Windows 8.
    Hybrid apps are a good choice for certain types of requirements. Productivity apps are the most common applications built using HTML5 (54 percent), followed by utility (38 percent).
    However, HTML5 alone is not a silver bullet. There are other considerations besides development speed and cost that are usually not part of the decision process when choosing the technology to develop mobile apps with. They include user experience, data persistence, immature tooling and cross-platform support.
    Data persistence
    Data storage plays an important role with mobile apps. It is used to store user preferences and app data that will enable offline use of the application. Hybrid apps use HTML5 storage mechanisms, which are usually restricted to a few megabytes depending on the platform support and implementation of the HTML5 standard. Data-intensive mobile apps are not suitable for a hybrid approach, as there can be significant investment in the effort to make it work successfully.
    Cross-platform support
    The majority of a hybrid app is built using Web technologies. However, native code is used to allow the app to access the wider functionality of the device and produce a more refined user experience. If the app requires specialized functionality commonly found in today’s popular apps (such as push notifications where a portion of the code needs to be developed in native code), or when accessing phone contacts, JavaScript needs to check for the platform it is running on.
    Although this forces developers to maintain different code bases for the native portions, it is not that bad if compared to the extensive development effort required to maintain a completely different code base per platform. Where it gets ugly is when the HTML5, CSS or JavaScript implementation on the platform behaves differently between platforms. This is the case for functionality related to local storage for data persistence, or even CSS rules for styling.
    As far as user interfaces are concerned, most people very likely won’t notice a huge difference from a native app, particularly if there isn’t a significant interactive component in the app.
    Native Mobile Applications decisions for FSP & Patient Portal
    In a nutshell, native apps provide the best usability, the best features, and the best overall mobile experience. There are some things you only get with native apps:
    Multi touch - double taps, pinch-spread, and other compound UI gestures
    Fast graphics API - the native platform gives you the fastest graphics, which may not be a big deal if you’re showing a static screen with only a few elements, or a very big deal if you’re using a lot of data and require a fast refresh.
    Fluid animation - related to the fast graphics API is the ability to have fluid animation. This is especially important in gaming, highly interactive reporting, or intensely computational algorithms for transforming photos and sounds.
    Built-in components - The camera, address book, geolocation, and other features native to the device can be seamlessly integrated into mobile apps. Another important built-in components is encrypted storage, but more about that later.
    Ease of use - The native platform is what people are accustomed to, and so when you add that familiarity with all of the native features they expect, you have an app that’s just plain easier to use.
    Documentation - There are over 2500 books alone for iOS and Android development, with many more articles, blog posts, and detailed technical threads on sites like StackOverflow.
    From an end user’s perspective: When you’re looking for an app, you’ll find it in the store. When you start the app, it fires up immediately. When you use the app, you get fast performance, consistent platform look and feel. When your app needs an update, it tells you so. Native apps give you everything you’d expect from the company that built your device, as if it were simply meant to be.
  • This post-pc era requires a new way of thinking. Mobility should be at the heart of your business strategy. Success in the Post-PC era is not about developing a single app or one tool, but bringing all the pieces together.
    No single approach will satisfy the mobile needs of every customer, which is why we offer multiple ways for you to maximize your productivity while on the go.
    • CORE APPLICATIONS –, Salesforce Mobile, and Chatter Mobile are great examples of applications. Native apps like Salesforce Mobile and Chatter Mobile are instantly responsive and they deliver a rich user experience. Hybrid or web-based apps like offer native app-like qualities but are capable of running on a wide range of smartphones and tablets. These applications, including the hybrid version of Touch, can be used in an offline mode.
    • MARKETPLACE – Ever since the launch of the AppExchange, has proven its commitment to developing a partner-driven app marketplace and mobile is no exception. The Mobile AppExchange contains both partner-built and Salesforce-built apps all designed to give our customers a richer, more productive experience. It’s a democratic way for end users to custom-tailor their mobile Salesforce experience by choosing apps that closely match the way they work, by industry or by function.
    • PLATFORM – Sometimes, you have no option but to build a completely customized app. With the mobile platform, you can build custom, non-Salesforce-branded apps on virtually any device platform using SDK’s and other tools that Salesforce provides.
  • Should be under ~10
  • several iterations later...we arrived on this design. responsiveness is important for the end users. we don't know what products customers are making, therefore the responsive/flexible. We focus on making the design responsive because people today expect a site to have a great browsing experience across many devices (the goal of the project/vision)
  • (This is the ecosystem of a support community. Talk about the journey and stakeholders.) Jon is a gamer. He has trouble with the new game he just downloaded. He searches his issue on Google. He arrived at a knowledge article but the tips didn’t completely resolve the issue he has. He then posted it on the forum to pick other gamers’ brain. An answer from this super pro gamer helped somewhat but in the discussion Jon and other gamers realized it’s an area for enhancement. So Jon submitted the idea back to Activision. This is We use the knowledge to create these archetypes of users which we call “personas”. We use these characters throughout our design process. we created use cases based upon the needs and challenges these characters are facing.
    - Role > name -> description (bullets).
  • Content first – deemphasize chrome and controls
    Simplify and reduce – show only what’s necessary
    3 Provide visual cues – help orient the user when things happen
    4 Stay consistent – prevent confusion and unexpected behavior
    5 Delight users – create an enjoyable sense of playfulness
  • Mobile Self-Service: The Next Generation of Customer Service

    1. 1. Mobile Self-Service The Next Generation of Customer Service Michael Chou,, Director of Product Management @mchou Daniel Walsh,, Director of User Experience @daniel_walsh_
    2. 2. Guest Speakers Mary Pat O’Toole JP Regit Director of Sales Resource & Development Avis Budget Group CoE Lead PwC
    3. 3. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.   The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.   Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forwardlooking statements.
    4. 4. Agenda - Why Mobile Self-Service - Customer Presentation – Avis Budget Group - Partner Presentation – PricewaterhouseCoopers - Salesforce Mobile Solutions - Service Cloud Mobile Self-Service - Future of Responsive Self-Service - Future Vision of Self-Service - Q&A
    5. 5. Why Mobile Self-Service?
    6. 6. Why Self-Service? 91% of customers would use selfservice if it were available 72% of people think selfservice is a fast and easy way to handle support issues 45% of customers abandon online purchases if they can’t find info quickly Impact of Self-Service -Better use of their product -More collaboration between users -Increase in agent productivity -Decrease in case volume -Increase in customer satisfaction Reference:,,,
    7. 7. Your Users Are Increasingly on Mobile Devices Mobile devices have become ubiquitous and increasingly the primary way users communicate and find information Reference: Mary Meeker - Internet Trends (December 2012)
    8. 8. Your Users Already Use Mobile Self-Service Self-Service on mobile devices is already here with 30%+ user adoption Reference: Frost and Sullivan Analysis, 2012
    9. 9. Customer Service is Changing Through 2015, the dominant themes in CSS will be peer to peer or social customer service processes, application migration to the cloud [SaaS], and support of mobile consumers Reference: Gartner – ‘Agenda for Cust. Strategy & Experience Management, 2012’
    10. 10. Mobile as a CSS Channel is Emerging
    11. 11. And the Opportunity is Huge Reference: Gartner Enterprise Software Forecast Q2 2013
    12. 12. The Future of Mobile Self-Service Convenience Ease of Use Timely
    13. 13. Mary Pat O’Toole Director Sales Resources and Development, Avis Budget Group
    14. 14. How We Use Salesforce for Mobile Self-Service - Mobile Optimized Website - Get a Quote, Look Up Reservation, and FAQ Rolled out first in the UK end of 2011 - FAQ uses Salesforce Knowledge - Available in the UK, France, Germany, Spain, and Italy
    15. 15. Device Demo
    16. 16. Benefits of Using Salesforce Knowledge - Easily support both desktop and mobile channels - Did not have to maintain multiple article versions for each channel - Simple authoring and publish workflow - Easily maintain 5 different languages for 5 different sites - Powerful reporting capabilities - Able to report on most frequently viewed & highest rated articles - Can update articles that are not helping
    17. 17. Impact on Avis Customer Service - Seeing growth of the mobile web channel in the region of traffic doubling every six months - Reduces number of calls & call time to call center - Mobile experience enhances Avis’ leadership position in offering a seamless customer centric experience - Next enhancements to further improve customer service - More channel relevant experience (mobile vs. desktop) - Bring in more customer/rental specific information - Utilize contextual information (e.g. location, vehicle) to provide more useful information
    18. 18. Our Plans for the US The Avis Car Reservation Application makes renting a car even easier: -Create a new reservation or view, modify or cancel an existing reservation. -Store your profile and reservation preferences for future use. -Find any Avis location by searching on Airport, Address, or Zip Code or view a list of rental locations in close proximity. -Find your closest Avis location, with details on hours of operation, address and phone number. -Quickly access recent iPhone rental locations. -Get even more details about the vehicles available within a specific car group. -Get roadside assistance when you need help
    19. 19. JP Regit CoE Leader, PwC @jpregit
    20. 20. All about PwC From strategy through execution, PwC helps create the customer‑ centric organization  Extensive cross-functional knowledge of customer operating environments  Deep relationships with global organizations across all industries  Change management experience in complex transformational contexts  Proven methodology used across hundreds of clients globally to enable a successful transformation engagement  Post ‘go-live‘ support models Booth West 501 Booth North 1307
    21. 21. SDK Development  High Flexibility on Mobile Approach • Provides both native Objective C iOS SDK or Java Android APIs. • Integrated with PhoneGap mobile platform as a native container for HTML5 based hybrid apps, either on local or remote base. • Client OAuth authentication API support reduces the effort and complexity for integrating mobile applications with enterprise security management from  Simplified Getting Started Process with NPM • Build in place Hybrid Mobile app project template for quick start. • REST API with all infrastructure classes for making the data access as easy as possible.
    22. 22. Decision Process  Key Considerations • User Experience, look & feel • Performance • Development speed and cost • Required knowledge • Data persistence • Cross-platform support  PwC’s Strategy • Starts from native with iOS devices as it has been proven a most popular & secured platform for enterprise mobile solutions. • High performance with rich user experience which brings high visibility. • Quick turn around as economic solution on single platform.
    23. 23. Device Demo Patient Portal Field Service Professional
    24. 24. Challenges and Outcomes  Challenges • Various visions & requisitions on skill sets, backgrounds. • High expectation on performance, user interactions. • Economic, economic, economic ….  PwC Solutions Efficient Efficient  CoE driven resource pool to glue PwC expertise of a broad range from Industry, Salesforce & mobility.  Agile base collaboration mode to have the work delivered in a responsive way with less latency. Effective Effective  User centric UX design for easy of use, touch & tap user experience.  SOA base architecture design via utilizing Salesforce’s out of box libraries, REST APIs . Economic Economic  Simplified work flow on saving operation costs  Reduced paper work and manual processes as a result of our mobility solutions  Innovative mobility features to bring added value for enterprise clients
    25. 25. Building Apps on Salesforce
    26. 26. Salesforce Has The Answer For Every Mobile Need Salesforce1 App Platform Marketplace Downloadable app for accessing Salesforce data from a mobile device Custom mobile apps designed and built by you or an ISV partner Mobile AppExchange for discovering purpose-built apps or vertical solutions by industry
    27. 27. Salesforce Platform Mobile Services
    28. 28. Service Cloud Mobile Self-Service Application
    29. 29. Current Mobile Applications Chatter Answers (Beta) Knowledge Base PKB3 Mobile Self-Service (Coming) Mobile Self-Service
    30. 30. Device Demo
    31. 31. Service Cloud Mobile Self-Service Fully Configurable - Knowledge, Q&A, Cases, Live Agent, Call an Agent Compatibility -Web-application delivered through mobile browsers -Optimized UI for Phones -Tested on iPhones and Android Devices -Users can authenticate using: - Facebook Profile - Portal Licenses - Chatter Communities Licenses Available as an unmanaged package in the AppExchange
    32. 32. The Future of Responsive Self-Service
    33. 33. Our Vision Superior self-service that is easy to setup and optimized for any device
    34. 34. Building Self-Service using
    35. 35. Desktop Demo
    36. 36. Daniel Walsh Director of User Experience @daniel_walsh_
    37. 37. A Unified Experience
    38. 38. Search Knowledge Articles Idea. Feature request. Q&A Discussions Best Answer.
    39. 39. Design Principles 1 Content first – deemphasize chrome and controls 2 Simplify and reduce – show only what’s necessary 3 Provide visual cues – help orient the user when things happen 4 Stay consistent – prevent confusion and unexpected behavior 5 Delight users – create an enjoyable sense of playfulness
    40. 40. Install graphic card
    41. 41. Michael Chou Mary Pat O’Toole JP Regit Daniel Walsh Director of Product Management Director of Sales Resource & Development Avis Budget Group CoE Lead PwC Director of User Experience