moving from traditional to connected support: delivering better customer experience and brand value
TRANSCRIPT
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Delivering Better Customer Experience and Brand Value
December 4th, 2015
Moving from Traditional to Connected Support:
Damien Howley Senior Director of Customer Success
My Background
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• SaaS focused - Mainly product and professional services - Startups
• Customer Success - Designing and implementing CS programs
• Self-Service - Customer Success Centers (For prospects and customers)
- KCS (Knowledge Centered Support)
Topics
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Self-service and changes in customer behavior
How self-service is impacting the demand on support agents
How we’ve seen companies adapting their approach to support
• Have access to a lot more information
• Less dependent on facilitated learning
• More vulnerable to bad experiences
• More sensitive and have less patience
• Have higher aspirations to excel with a product
Customers are Changing
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They Have New Preferences for Learning
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76 % Prefer Self-Service
4x More Likely to be Dissatisfied by an Agent Interaction
• Low effort • Instant gratification • In-product, In-app, In-device • Contextually relevant • Rich (Caters to the experts) • Accessible (Can Google it)
They Expect More
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• Everyone “knows enough to be dangerous”
• Increased desire for expertise
• Expert status can drive a career
They’re Learning Pre- and Post-Sales
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CEB - 2014
Learn Define Needs
Assess Options
Make Decision
56% through vendor selector. Contacting a Sales Rep
Research Mode: Self-Service
They’ll Go to the Source with the Best Service
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• Support and service is part of your brand
• Your self-service voice can be stolen
• Forums, blogs, competitors can hijack your “research mode” traffic
• Knowledge and recognition are a big draw • Google
• Quora
• Salesforce
They’re Leading a Paradigm Shift in Support
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What Does Today’s Support Journey Look Like?
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SaaS
IoT Mobile
Product
Community
Documents
Knowledge
Self-Service
Search Engines
Ticket System
Phone
Chat
Agent Support
Deflection
How Do I Deflect More?
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• Deflection can be good and bad • Does deflection mean cost-savings?
• What the top-line?
• Consider deflection a filter
Complex Problems
Simple Problems
Self-Service is Changing Demand on Agents
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Traditional
Break/Fix Trouble Shooting
Onboard Enablement Omnipresent Support
Connected
Is Agent Support “BAD” Now?
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• Agents are traditionally product experts
• Agents are traditionally measured by efficiency metrics
• Agents aren’t equipped to offer end-to-end service delivery
We’re Seeing a Culture Change
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• A noticeable shift from Support to Customer Success
• Increased focus on customer experience
• Changes in core company values
• Looking at the top line
• Company-wide emphasis on the customer
Core Values Core
Values Customer Success
Customer Experience
What are Companies Focusing on Now?
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• Lifetime Value
• Adoption
• Satisfaction
• Utilization
• Renewal
• Onboarding
• Training
• Agents with industry expertise are excelling
• Entry level agents are harder to ramp-up
• Agents are costing more
• L1s (level 1 agents) are asked to bring value and direction to the table
• L2s (level 2 agents) are asked to have previous implementation experience (PS, SE)
• Support positions are being pitched differently
How are Companies Hiring Agents?
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How are Agents Being Measured?
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• AHT • FCR • MTTR • Closed cases quota • Speed • Efficiency
Traditional Support
• NPS • CSAT • CES • Education • Expertise • Adoption • Utilization • Passion • Advocacy
Connected Support
How are Agents Behaving?
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• Value quality (NPS, CSAT, CES)
• Leave cases open (follow-up opportunities)
• Best support mediums (phone & screen-share)
• Inform the product • Aspire to be experts • Know the product & industry
What Tools are Agents Using?
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• High-value mediums (phone, screen-share, remote-control)
• Guided instruction (step by step)
• Co-browsing
• Remote desktop control
• Remote mobile and camera control
• Screen and mobile annotation
How are Agents Being Supported at the Point of Need?
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• Knowledge, lots of knowledge
• Customer insights
• Customer utilization analytics
• KCS – Knowledge Centered Support
– Agents are included in the feedback loop
How are Companies Structuring Support?
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Traditional Company
Product
Engineering
QA
Support
Pro Services
Money
SDR
Account Management
SE
Connected Company
Product
Engineering
CS
Support
Onboarding
Account Management
SE
QA
Sales
AE
SDR
Outcome Ownership 100% Customer
Outcome Ownership Shared
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Thank You [email protected]