Chatter, live agent chat, a 360° view, omnichannel tool, knowledge, Einstein, feedback, notes, reports & dashboards, automations, routing and escalation, user interface, notifications and alerts, self-care (self-service communities and portals), field service lightning,…all these objects and features are essential to reach customer centricity and operational excellence. But how are we supposed to prioritize these epics? What is a good approach/methodology to define the milestones of a Service Cloud implementation project roadmap? As a project lead, budget constraints, technical and business resource availabilities will influence the duration and the scope of a project. An increase in the scope of one project could put pressure on costs and schedules of all other projects. This is why companies should have a strict internal requirements management process that is performance – driven. As suggested in the balanced scorecard model, it’s necessary to have a balanced approached to performance measures that includes customer perception (CxPi, VELO), operational business process efficiency (contact rate, FTR and QRT), Organizational capacity (internal NPS, AHT, cross-selling) and financial performance (growth margin, cost to serve). This scorecard can be complemented by other company-specific KPIs and will serve at least 2 strategic purposes: This model will first help you in monitoring the Service Cloud implementation project in a better way and track if the objectives are met, second the model will help you in prioritizing the epics to define the implementation roadmap.

1. HOW TO MONITOR AND PRIORITIZE EPICS OF A SERVICE CLOUD
IMPLEMENTATION PROJECT
– A BALANCED SCORECARD APPROACH
CELINE
BRANDT

2. #YeurDreamin2019
As a project lead, did
you experience these
situations when all
stakeholders have
different priorities and
you need to arbitrate
them?
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3. #YeurDreamin2019
Agenda
1. Context
2. Proposal
• Introduction to the Balanced Scorecard
3. Model
• Balanced scorecard applied to a Salesforce
Service Cloud Implementation Project
4. Model usage
5. Practical case
• The project
• Objective and methodology
• The scorecard
• Applied methodology
• Next steps
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CONTEXT – Service Cloud Implementation project
• Numbers of salesforce features: Chatter, live agent
chat, a 360° view, omnichannel tool, knowledge,
Einstein, feedback, notes, recommendations, social
conversations, reports & dashboards, field service
lightning,…
• Different stakeholders have different priorities
(agents, supervisors, program managers,
directors,…)
• All these objects and features are essential to
reach customer centricity and operational excellence.
• So knowing that all projects have budget constraints,
technical and business resource availabilities, how
should the project lead prioritize the scope? Whose
priorities should come first?
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CONTEXT – Service Cloud Implementation project
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• Even when the scope is clear for all
stakeholders, project leads often
experience some pressure to include
other ‘small’ functionalities in the
analysis
• And even if all stakeholder are
conscious of the scope, some
attempts to deviate from this scope
may happen during sprint planning
meetings.
• Knowing that an increase in the scope
of one project could put pressure on
costs and schedules of all other
projects…
• As a project lead, how to arbitrate
between the different requests?
Companies should have a strict internal requirements
management process that is performance – driven.

6. #YeurDreamin2019
PROPOSAL –The balanced scorecard model
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Introduction
Kaplan & Norton's Balanced Scorecard model was
developed in the early 1990's as an attempt to help
firms measure business performance using both
financial and non-financial data.
Benefits:
1.Enable improved alignment behind strategic
goals across the whole organization
2.Strengthen existing management processes,
making them more focused on achieving and
maintaining performance improvements
3.Monitor project performance in one single view
Usage:
• Projects prioritization
• Epics prioritization
• Project & roadmap performance monitoring

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PROPOSAL –The balanced scorecard model
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Basic Idea
No single measures can give a broad picture of the
organization's health
4 dimensions
it’s necessary to have a balanced approached to
performance measures that includes:
1. Customer perception:
2. Operational business process efficiency
3. Organizational capacity
4. Financial performance

8. #YeurDreamin2019
PROPOSAL –The balanced scorecard model
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Here are the KPIs identified for a Service
Cloud Implementation Project:
• CxPi and VELO for the customer
dimension
• The cost to serve and the growth margin
will be our two main measures of financial
performance.
• Our main indicators of organizational
capacity for care services are average
handling time (AHT), productivity and
cross-selling.
• Finally business process efficiency is
captured through the contact rate, the first
time right and query resolution time

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METHODOLOGY – Scorecard definition
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MODEL – The balanced scorecard model for Service Cloud
Implementation
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This scorecard can be complemented by
other company-specific KPIs and will be
used for 2 main strategic purposes:
Prioritization and alignment of all
stakeholder behind strategic goals:
• Prioritize several projects/phases in a
salesforce roadmap
• Prioritize epics in the analysis phase
• Prioritize user stories during SPM
(sprint planning meetings)
Monitoring:
This model will first help you in
monitoring the Service Cloud
implementation project in a better way
and confirm if the objectives are met

11. #YeurDreamin2019
PRACTICAL CASE – The project
Client profile
• Service Cloud implementation project
• Industry: Utilities
• Business units: B2B, B2C and Operations
• More than 300 Salesforce users
• Company focus: Customer centricity, operational
efficiency, rational decision-making, focus on cost and
performance
• Implementation status: email2case, call2case, live
agent chat, paper2 case, web2case, escalation process,
knowledge, integrations, surveys, Lightning for Outlook,
reporting & dashboards
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PRACTICAL CASE – Objective & Methodology
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Objective:
1.Define the scope (epics and user stories) of the project phase based on their impact in the
KPIs
2.Define the KPIs to track and expected improvement to monitor the project success
Methodology:
1.Creative session/brainstorming with all stakeholders to identify the missing
features/functionalities
2.Clusters analysis to group the ideas in epics (360° view, omnichannel routing, selfcare,
partner community…)
3.Identification of the main KPIs to optimize and track
4.Impact analysis: Prioritization of all epics based on their impact on the KPIs
5.Definition of the scope

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METHODOLOGY – Scorecard definition
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METHODOLOGY – Creative session
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METHODOLOGY – Epics and KPIs
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Contact
rate FTR QRT AHT
Productivit
y CxPi
Cross-
selling
360° view
Service personalization
Knowledge
Omnichannel
Self-Care
automatic case prioritization and
assignment
Campaign management
Process optimization
Retention
Quality management
Define the impact of the epics on the
KPI
Prioritization of the epics
Weigthed
score
Wheighted
score KPI's prio
Weighted
score (with
Weighted
score KPI's
CRM Vision EPICs
Care Contact
Rate
First Time
Right
Query
Resolution
Time
Average
Handling Time
Productivity CxPi Cross-Selling
KPI's Weights 18 18 9 18 13 14 10
Bus. Prio.
Process optimization 3 2 3 3 117 90 351 270
360° View 3 3 2 2 110 90 330 270
Omnichannels 3 1 3 2 91 54 273 162
Quality Management 3 2 1 2 82 54 246 162
Resources Capacity Planning 2 2 3 1 71 0 142 0
Loyalty 2 1 1 1 2 70 36 140 72
Client Portal 2 1 2 46 18 92 36
Marketing Campaign Management 1 1 2 46 18 46 18
Data Quality 1 1 1 1 45 36 45 36
Product Catalog 2 3 30 0 60 0
Licenses Management 0 0 0 0
Storage Management 1 0 0 0 0
IT Pre-requisites 0 0 0 0
Reporting 0 0 0 0
Strategic KPI's

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PRACTICAL CASE - Outcome
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Process optimization
• This Epic aims to:
• Identify, define and improve most frequent
processes
• Automate E2E process & flows
• Impacts on KPI’s:
• AHT : reduced by tasks/actions automation
• Productivity : fostered by automated flows,
auto-filling, …
360° view
• This Epic aims to:
• build a complete view of Customers by
aggregating data from the various
touchpoints & systems in order to receive
service & support and purchase products.
• Impacts on KPI’s:
• AHT : All info & data in one tool. This is a pre-
requisite for process automation
• QRT, Productivity, CxPi : indirect impacts
Omnichannel
• This Epic aims to:
• Make all communication channels available
for Customers
• Enable Client identification & recognition
• Impacts on KPI’s
• AHT : Automatic Client identification
• QRT & Productivity : indirect impact
• CxPI : augmented Customer experience
through new communication channels
Automatic case priority and assignment
• This Epic aims to:
• Define a priority for each case based on
several criteria
• Assign cases automatically to agents
following case priority
• Impacts on KPI’s
• AHT : Automatic case assignment
• QRT & Productivity : indirect impact

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KEY LEARNINGS
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• Define the KPIs of the scorecard upfront
• Communicate about these KPI to align all
stakeholders on the same strategic
objectives
• Prioritize epics and user stories based on
these KPIs
• Monitor the success of the project with the
scorecard and communicate the results

18. #YeurDreamin2019
Join us for drinks
@18:00 sponsored
by
Community sponsors:
Céline Brandt
Manager asUgo
+32-471/050416
c.brandt@asugoconsulting.com
NonProfit-track sponsor: