3 ways to optimize search to create the best online self serve customer support experience webinar...
TRANSCRIPT
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BEN LACKSR DIRECTOR, MARKETING & BUSINESS [email protected]
3 ways to optimize search to create the best online self-serve
customer support experience
DAVID KAYPRINCIPALDAVID KAY & [email protected]
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Founded January 2013
$23M in venture funding by NEA & Y Combinator
30+ Employees, HQ in San Francisco
Largest independent search provider on the Internet
ABOUT SWIFTYPE
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ABOUT SWIFTYPE
500,000+ websites, 4 billion+ queries/month
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POLL:
How do you engage with customers today?
A: PhoneB: EmailC: Chat/SocialD: Self-Serve
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PHONE EMAILCHAT/SOCIAL SELF-SERVE
• Calls coming in because customer couldn’t figure out problem online
• Need help solving more complicated problem
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PHONE EMAILCHAT/SOCIAL SELF-SERVE
• Longer resolution times
• Resolutions more complex
From: Angry CustomerTo: Postal Service
I paid $110 for PRIORITY and it took EIGHT DAYS to get my parcel from downtown San Francisco to the San Francisco airport, a distance of 14.8 miles. A turtle could have done that in four days. Seriously, I looked it up. An ordinary box turtle cruises 0.17 mpg; it could make it from the Rincon Center post office to the cargo terminal of SFO in 87 hours. The …….. post office took 179 hours to make the same trip.
And I had to wait in line at the post office. There is no line at the turtle store. I could have popped in, bought a turtle, strapped the parcel to its, shell and it would have gotten there in less than half the time.
Can I get a refund here? A partial refund? A complimentary box of turtle food? Anything?
Source: imgur.com
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PHONE EMAILCHAT/SOCIAL SELF-SERVE
• Growing channel for engaging with customers
• Questions easy to answer, not too complex
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PHONE EMAILCHAT/SOCIAL SELF-SERVE
• According to Forrester, online self-service is now most widely used customer service communication channel
• First time in #1 slot (phone interactions #2)
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Not Deflection, but EngagementSimplify,improve
(“How do I set up my email?”)
Engage (“I want to sign
up for…”)
Eliminate the problem
(Common issues)
Use self-service
(“Error 1468 after
upgrade”)
Value to Business
Value to CustomerIrritating Valuable
Waste
Valuable
Based on the Value-Irritant Matrix:Price, Jaffe: The Best Service is No Service
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From the Funnel to the NetworkThe Evolution of SupportMoving to a Swarming Organization
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The Support Center
CUSTOMER ISSUES
Level 1
Level 2
Level 3
10,000
2,000
400
80
Let’s say,each level solves
80%& escalates
20%
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KM is the Next Logical Step
Self-HelpCUSTOMER ISSUES
Fix it once,use it often.
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Self-Service Handles More
Assisted Self- Service
( CUSTOMER ISSUES )
80 defects
10,000 cases 100,000 issues!
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Changing the “Funnel”
Assisted Self-Service
( CUSTOMER ISSUES )
Mostly New Known
Competenciesand opt-incollaborationreplace tiers
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Extending to the Users
Assisted Self-Service
( CUSTOMER ISSUES )
Peer SupportForums
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Estimating Successand Deflection
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Self Help Mapping
WebFirst
ContactFirst
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Self Help Mapping
WebFirst
ContactFirst
Might Escalate
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Self Help Mapping
WebFirst
ContactFirst
SuccessfulWeb Visits
Might Escalate
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Self Help Mapping
WebFirst
ContactFirst
SuccessfulWeb Visits
Escalations Deflections
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Self Help Mapping
WebFirst
ContactFirst
SuccessfulWeb Visits
Escalations DeflectionsDe-escalations
Details and formulas inhttp://www.thesspa.com/sspanews/October09/article8.asp
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The Elusive “S”•Benchmarks
•Surveys• Solution (non-response bias!)• Email / Web exit (non-response; annoying?)Support center (use in correct formula)Telephone
•Clickstreams
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Web User Survey Script• “Thinking about the last time you came to our site,
and thinking about the reason you came there, what exactly was your goal?
• [Success rate] “Were you successful in accomplishing that goal?(If yes) [Escalation rate] “If you hadn’t been successful, are you entitled to open a case with us, and would you have done so?(If no) [Escalation rate] “Did you eventually open a case with us for that same reason?
• “Is there anything else you’d like to tell us about your self-service experience with us?”
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Implicit Success Measures1. Define three categories of sessions
a) Almost certainly unsuccessfulb) Plausibly successfulc) Hard to tell
2. Define clickstream rules for a and b
3. Decide how many to count as successful(e.g., a=0%, b=75%, c=25%)
4. Do the math
5. Improve the calculations through surveys• Move patterns from c) to a), b)• Refine the success percentages
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Estimating DeflectionIf escalationrate is known
If “tried first”rate is known
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72% of customers prefer self-service to resolve their support issues over picking up the phone or sending an email
Customer Service Channel*Cost Per ContactCall center support Call center CSR Web chat or callback Email response Web self-service *Forrester’s North American Technographics Customer Experience Online Survey
Why self-service?
$ 12 and higher$ 6 and higher$ 5 and higher$ 2.50 to $5 and higher$ 0.10 or less
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POLL:
How satisfied are you with your existing self-service customer support experience (1 – very not satisfied ; 5 = very satisfied)?
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How do you optimize search to create the best
self-service customer support experience?
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Understand what people are searching for
1 word2 word
s3 word
s4 word
s5 word
s 0 0.125 0.25 0.375 0.5
KB related queries from customers (15M queries)
86.5% of queries have 2 or fewer words94% of queries have 3 or fewer words
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Customers explain exactly what they want in only a few words
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Customers explain exactly what they want in only a few words
Customers want it now and fast
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Customers explain exactly what they want in only a few words
Customers want it now and fast
Customers want it right the first time
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Data Overload
So where should you start? Search…
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Autocomplete
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Relevance Model
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“No results”
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Control & Customization
RESULT RANKINGS
WEIGHTS
ANALYTICS
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Control & Customization
RESULT RANKINGS
WEIGHTS
ANALYTICS
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Control & Customization
RESULT RANKINGS
WEIGHTS
ANALYTICS
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BEN LACKSR DIRECTOR, MARKETING & BUSINESS [email protected]
Thank you!
DAVID KAYPRINCIPALDAVID KAY & [email protected]