Web self-service in the context of Web2.0


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This presentation gives an overview of the maturity levels of self-service, how the business case drivers for self-service are changing in context of Web2.0, what are the key features and success factors.

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Web self-service in the context of Web2.0

  1. 1. Self Service – examples, case studies, solution approaches, business cases <ul><ul><li>Thomas Lundqvist </li></ul></ul><ul><ul><li>Geneva, March 28, 2007 </li></ul></ul>
  2. 2. The Next Generation of Self Service What is Self Service – and what is it Not?
  3. 3. Self Service in a Value Chain context Marketing & communi- cation Sales/ Distribution/ Customer acquisition Production/ Delivery Service & Support Service-/communi-cation intensive Produktion oriented Self Service I Self Service II Direct Consumer Engagement eCommerce
  4. 4. Self Service Evolution & Maturity Levels READ INTERACT INVOLVE <ul><li>Level 1: personalized access to „private“ space (customer data admin, order / services overview, billing & payment data, etc.) </li></ul><ul><li>Level 0: static info </li></ul><ul><li>Level 3: converging Self Service with the overall web presence (e.g. Sales & Marketing) </li></ul><ul><li>Level 2: acknowledged as a proper service channel, having Self Service and Email Management integrated directly into business processes </li></ul><ul><li>Level 6: social networking, community building, user generated / contributed content </li></ul><ul><li>Level 5: consolidating & providing services & data from the external world (RSS / mash-ups / rich media) </li></ul><ul><li>Level 4: leveraging web2.0 features such as RIA, tagging </li></ul>
  5. 5. Business Case Drivers Business Case Drivers Cost Savings Cost Avoidance Revenue Retention Revenue Creation & Growth <ul><li>user finding solutions to issues in the knowledgebase </li></ul><ul><li>creating detailed trouble tickets online </li></ul><ul><li>looking up history (usage, bills, order status) </li></ul><ul><li>creating and modifying orders & services online </li></ul><ul><li>sticky service; switch to new provider means getting used to new applications & tools </li></ul><ul><li>user communities promote loyalty </li></ul><ul><li>demanding web users seeing self service as a necessity, not an option </li></ul><ul><li>niche needs („the long tail“) can be met cost effectively by leveraging communities and user generated content </li></ul><ul><li>enabling diversified business models </li></ul><ul><li>clearly identifiable up- and cross-selling opportunities </li></ul><ul><li>inexpensive approach for gathering customer information </li></ul><ul><li>product feedback for product management </li></ul><ul><li>enriching the support knowledgebase with user generated content </li></ul>Examples
  6. 6. Cost savings with Online Self Service (in CHF per Contact) 10‘000 100‘000 1‘000‘000 Contacts per Year 100 50 Counter / Personal meeting Call-/Contact-Center Online Self Service Cost per Contact Channel Mix drives down cost per interaction
  7. 7. Success Factors – Characteristics <ul><li>Less is more, don‘t overload with info, be specific </li></ul><ul><li>Strong search of structured and unstructured data </li></ul><ul><li>Multiple navigation choices, consider users‘ experience levels </li></ul><ul><li>Show vs tell; leverage pictures and rich media </li></ul><ul><li>Allowing for channel change, seamless escalation to personal </li></ul><ul><li>Satisfying service is a combination of channel activities </li></ul><ul><li>Product reviews & ratings, tagging for relevancy </li></ul><ul><li>User answers user support </li></ul><ul><li>Mashups </li></ul><ul><li>Relevant content based on user profile and user‘s services </li></ul><ul><li>History of support, previous cases & reuse </li></ul><ul><li>Integrate analytics & measurements </li></ul><ul><li>Usage, entry & exit paths, search string analysis </li></ul><ul><li>For web users, employees, support staff </li></ul>Usable & supported by dialogs & guiding info Intuitive, mix of media Integrate with assisted support channels Leverage user generated content & 3rd party services Secure, personalized experience Usage Analysis & continuous optimization Central repository
  8. 8. Usable and supported by dialogs On-the-fly page changes based on user input Real-time data entry validation Submit once Real-time lookups and auto-complete Usable & supported by dialogs & guiding info
  9. 9. Intuitive - leveraging Rich Media Content User ratings Discussion Forums Real-life user issues… Media alternatives Intuitive, mix of media Video
  10. 10. Integrate self service with assisted support channels Integrate with assisted support channels Click to Call / Callback Live Chat with Anna
  11. 11. Leverage User Generated Content Content tagging User reviews User answers users (support resolutions) Leverage user generated content
  12. 12. Leverage User Content / Mashups <ul><li>Hiking / biking trails in Switzerland </li></ul><ul><li>Mapped out using Google Maps (Satellite & Map views) </li></ul><ul><li>Incl Altitude Profiles </li></ul>Leverage user generated content & 3rd party services
  13. 13. Mashups – leveraging 3rd party services and content Identify Select Contract Quality Assure Extend & Enhance Identify suitable service and content providers Evaluate quality of content & services, technical feasibility Commercial conditions for usage, SLAs, models for contributions Architecting for non-availability, monitoring and fail-over Look for alternatives / complements, QA co-op with providers 1 2 3 4 5
  14. 14. Architecture – Functional View Devices Persistence Layer / External Serv. Integration Layer Business Service Layer Presentation Layer Content Repos. Enterprise Apps Workflow / Orchestration Enterprise Service Bus eCommerce User profiles & personaliz. Order Entry & Mgmt Product & Service Mgmt CtC / Chat / VoIP Complaints & TT Mgmt Content Collaboration & Syndication Wikis / Blogs / Forums Content Tagging Knowledge-base Web PDA / Mobile Streaming Content / Podcasts 3rd party Services RSS feeds Community Mgmt „ Web2.0 Services“ Subscription Mgmt 3rd party Content Laptop PDA Mobile TV OptAM Enablers Continuous Integration Config. Mgmt Project Collaboration Test Support Integrated Dev Env Customer Mgmt „ Traditional Services“
  15. 15. Questions? Live with Optaros Optaros Fire away...