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Bridging the Gap Between Government and Citizens for Support


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Bridging the Gap Between Government and Citizens for Support

  1. 1. Bridging the Gap BetweenGovernment and Citizens for Support Duke Chung Co-Founder, Parature, Inc. @parature
  2. 2. OPEN GOVERNMENT & 21st CENTURYCitizens Federal GovernmentLearn and become active Createparticipants in how the transparency, participatiogovernment functions n and collaboration• Customer-centric approach provide easy, multi-channel communication with citizens• Information-centric approach• Do more with less
  3. 3. WHO IS PARATUREHeadquartered in Herndon, Virginia40 government offices, 10 federal agencies, 5 system integrators3,000 commercial brandsSupports 50 million end usersProvides award-winning, cloud-based customerservice software6 consecutive years on Inc. Magazine’s 500 | 5000 List
  4. 4. WHY DO CUSTOMERS COMPLAIN? 66%70%60%50% 35%40% 29% 23%30%20%10%0% Time to issue Consistency Cost of Lack of self- resolution of experience service service information Source: Aberdeen Group, 2012
  5. 5. POWER SHIFT TO CITIZENSCitizens are now looking to new service channels before picking up the phone email knowledgebase Why other channels? • Long hold times • Multiple contacts to resolve one issue • Inconsistent answers from different people
  6. 6. WHAT THE CUSTOMERS WANT 70% 89% 91% 50% of customer go to an would use an online of “How do I …?”decisions begin on organization’s knowledgebase if it calls and emails could search engines. website for were available and be deflected to self- answers and tailored to their service channels information. needs. accessible through web support portals.
  7. 7. WHY GO MULTI-CHANNEL? 58%60%50% 35%40% 22%30%20%10%0% To provide service and Changing customer To improve customer support where expectations engagement customers are active Source: Aberdeen Group, 2012
  8. 8. YOU’LL NEED A MULTI-CHANNEL STRATEGYUnderstandAdaptEmbraceEngageContinuously Adapt
  9. 9. ORGANIZATIONS ARE PLANNING NOWPLANNED IN 12 MONTHSSelf-service knowledge base 52% Email 45% Voice 44% Social Media 38% Live Chat 36% Communities 29% Mobile Apps 28% Mobile Web 25% Voice Self-service 21% 0% 10% 20% 30% 40% 50% 60% Source: Aberdeen Group, 2012
  10. 10. HOW WE GOT HERE TODAY• Support channel preferences are evolving with each generation. 2012+ Mobile• New technology trends can Social Customer impact customer service 2009+ behavior. Service Facebook, Twitter, Other Social Channels• Understand who your end users are and determine how they 2005+ Web Channels prefer to be supported. Ticket, Chat, Feedback, Communities• A combination of channels will be most effective. 2000+ Self-Service Source: SSPA and Wikipedia knowledgebase 1996+ Email Support Pre- 1995 Phone & Fax Support
  11. 11. MULTI-CHANNEL SERVICE EXPERIENCE email Self-service Businesses Agency knowledgebasein person Citizens fax Open Government
  12. 12. CITIZENS GO TO THE WEB FOR INFO • The public needs to feel they can contact the organization if needed • Most people go to the web to look for phone numbers already • Submitting online inquiries is becoming commonplace among citizens looking for help • Responsiveness is important • No one wants their question to get lost in a black hole • Provide updates for the status of the issue
  13. 13. SELF-SERVICE KNOWLEDGEBASE • Information-centric approach • Always accessible and available 365/24/7self-serviceknowledgebase thru on online support portal • What to include? • FAQs, Policies, Procedures, Downloadable Forms, Laws, Regulations, Fact Sheets, Updates, News, Etc… • Don’t worry, it will grow! • Through new inbound questions, you’ll have an opportunity to harvest new content quickly • Understand what your citizens are looking for
  14. 14. LIVE CHAT SUPPORT• Provide real-time, personalized response• Increase staff efficiency • Able to handle multiple interactions at once• Allows citizens to get immediate help if they can’t find the answer they’re looking for• Chat is flexible, and can be incorporated throughout your website for a seamless end user experience• Increase time to resolution • Immediate resolution improves satisfaction ratings
  15. 15. UTILIZE SOCIAL MEDIA• Monitor and respond via Facebook and Twitter• Increasing public adoption of social media• People don’t just use it to connect with friends • Viewed as a direct access channel to organizations• Public perception is influenced by others• Create brand ambassadors• Unanswered questions cause a snowball effect• Create keyword-based monitoring for actionable issue escalation, as a filter for social noise
  16. 16. SELF-SERVICE IN FACEBOOK • Extend 24/7 self-service to Facebook • Use the same external support FAQs within your social pages • The public is comfortable here, don’t send them somewhere else • Reduce negative comments with a support presence • Give the official answer, rather than letting others give wrong advice
  17. 17. GATHER FEEDBACK AND COLLECT DATA • Survey says: • Proactively collect opinions • Uncover trending issues in support processes • Provide valuable opinions for the entire agency • Immediate feedback: • Collect feedback during or right after any support interaction • Engage the public in their opinion when they are mentally engaged in a support issue • Provide a simple, quick way to rate experiences
  18. 18. INCREASE EFFICIENCY Moreknowledgebase = Drives up to 90% self-service adoption content Citizens are Reduce repetitive able to find their own = inbound phone calls and emails for staffanswers online Citizens find Increase customer their answers within a few = satisfaction, time to resolution clicks
  19. 19. UNDERSTAND YOUR CITIZENSA 360 degree view:• Metrics provide the roadmap for improvement• Understand the end user experience• Report on each step in the support loop to address efficiencies• Drive customer satisfaction and close costly loopholes
  20. 20. SUMMARY• Customer-centric approach provide easy, multi-channel communication with citizens• Information-centric approach• Do more with less
  21. 21. IT’S WHAT THE CUSTOMERS THINK 80% 8% of CEOs think they of their customers deliver a superior actually agree. customer experience. - IBM Corporation Parature’s experience with both our Public Sector and Commercialcustomers has led to our multi-channel support philosophy, with a strong focus on the end-user experience.
  22. 22. CONTACT USThank You! Chung Corporate Suite B Dulles Technology Dr.Herndon, VA 20171