Download - Km Strategy 200910 Final
Strategic plans for KANA op3misa3on
• New stuff i.e.: Geek Squad • Wikkis/forums/community websites, widgets on facebook, John Lewis etc
• Fine tune KANA IQ. Introduce Diagnos3cs, clarifying ques3ons Search, new templates etc • Introduce emails standard • templates, auto suggest/response emails, • Upgrade to latest versions
• Introduce Classify to Response to maximise usability • Introduce KANA Response Live? • introduce workflow and web authoring to IQ
• Improve online self‐help • Integrate KANA tools to CPW website • Replace ‘Contact Us’ web form • Integrate KANA IQ & Response
• Deploy KANA IQ internally – ask us… • Deploy KANA Response internally to Contact Centre
• fine tune content for Self‐help • Introduce tutorials, step by step Instruc3ons for common problems • Enhance online Search – introduce Baynote
Build the founda3ons and con3nue to invest and improve
Introduce new plans
Introduce new plans
= work done
= work in development
= work planned
2007 Autumn 2008/Spring 2009 Summer 2009
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Customer contact journey –reduce cost to serve
Disaster – Dave drops his iPhone and the screen is broken. He uses his network on facebook/Twitter to find out what to do. Reminded he has Geek Squad Protect insurance, he checks Help on CPW.com and uses chat to ask what to do next.
After dropping his phone off at his local store Dave is told he can track his repair’s progress online at CPW.com. He’s not near a computer so calls the Contact Centre who can also track progress and help with his insurance claim.
When the repaired phone is returned, Dave gets an email telling him what’s been done which includes a link to the online Accessories page with a recommendation to buy a protective cover. He does.
Dave receives monthly emails from CPW ranging from hints and tips to links to applications and services – Twitter plug ins, games, iPhone Apps (eg. Keynote Remote), accessories etc
2
Sales consultant sells Dave the iPhone and Geek Squad Protect. Dave gives his email details and receives a Welcome email from CPW with links to Help & Support re setting up, and post sales support.
Dave wants a smart phone. He talks to a friend who tells him about the great deals at CPW for iPhone and Blackberry. He decides to check out www.carphonewarehouse.com
Dave compares battery life, camera, price plans, customer recommendations and promotional video. Decides iPhone hits the spot! Finds his local store using Store Locator.
One week later Dave receives a follow up ‘How’s it going?’ email giving him details of how to get support (based on call driver analytics)- which he accesses on his new iPhone.
Dave pops into his local store He’s shown the iPhone and decides to buy. He asks about insurance and wants to know what’s best. Store consultant checks Help & Support online and shows Dave the options.
1
–pre sales
–post sales
At 17mths, Dave gets an email reminder that his contract is near renewal with a link to a personalised online upgrades page and number to call
Customer knowledge strategic plan One Contact Centre handling all these brands (and more?) • General enquiries • Complaints • My Account • Technical support – Geek Squad mission control/covert • Insurance claims • Sales – Inbound/outbound
Supported by‐ • Single knowledgebase for the contact centre, stores and customers – • common content ie. Geek Squad branded and shared across all websites • Informa3on only content available to all • Pre‐sales product support
CPW.com Ask us… (internal)
Geeksquad.co.uk
BestBuy.co.uk
knowledgebase
Third party sites Eg: O2, John Lewis
Tesco, laptop providers etc,
Text, mms, Email, video
podcast
In-store kiosks
PUSH Content to where customers are
PULL ‐ Content sourced internally and externally • advisers to contribute content to knowledgebase • Harness the power of social communi3es • Harvest content to populate knowledgebase ‐ ‘the truth’ • Allow customers to talk ‘blog/forum’ among themselves and find their answers • Listen to Social Network sites and find out what customers are saying • Contribute to enhance online reputa3on management • Con3nually update source content
Customer’s vision
• “Make it simple, use language and concepts I understand
• Build the site around the things I need most • Support tasks the way I do them
• Give me step by step instruc3ons
• I don’t mind a few qualifying ques3ons as long as they lead me to the best resource
• When I fail to help myself, make it easy and clear how and where to get in touch
• Give me an SLA for email response”
Source: Self‐Help User Research and Design, Lighthouse Group, August 2008
Our Vision • Being ‘accessible’ everywhere
– Future is “small pieces of info, loosely joined”
• Customers, stores and advisers, need informa3on;
– At the point of use – Just in 3me
– In a format and channel that suits their device and circumstances
• Knowledge as a ‘service and commodity’ in its own right
– Our knowledgebase can be extended
• Contribu3ons can be acquired from any source
– Subject mamer experts in CPW, Best Buy, suppliers
– Customers, field service agents
• Any part of the applica3on can be embedded anywhere
– Intranets (02, CPW, BestBuy, Geek Squad, MVNO)
– Web sites, mobile devices, any device that supports HTML
– The power of self‐help
• Business users able to place KM ‘widgets’ anywhere‐ minimum IT involvement
– Free up contact centre advisers to deliver bemer service
‘Merchandising’ self‐help
: Build internal Support 1. Integrate access to specific features across all CPW web proper3es‐ie.
OTA seongs
2. Push url links via email/chat to support customers
3. Add self‐help usage to management goals & metrics
: Drive adop3on 1. Create promo3ons, something extra to try self‐help
2. Advisers reference self‐help in all relevant calls
3. Link to Help & Support during pre‐sales/post sale cycle
4. Retail uses self‐help with customers to show how and when to use
5. Possible CPW portal for mobile/laptop user experience
Dynamic Contact Us form – intelligent FAQs Contact Us
Mobile or Broadband
Send
We will respond to all email submissions within***hours. Please call us with urgent enquiries.
Device Type
Service Type (opKonal)
Please enter your enquiry below.
Please provide your contact informaKon.
First name: Last name:
Email: Day Kme phone number:
Search results directly from enquiry text
Mobile
Nokia
O2
When will I receive my cashback?
Anne Wood
[email protected] 07740 335843
1. Nokia handset troubleshooter 2. Set up your Nokia N95 phone
3. How to use bluetooth
1. Billing enquiries for your O2 account 2. Set up mobile email on your Nokia handset
3. Check the balance on my O2 account
1. Cashback/chequeback offer 2. Billing enquiries for your O2 account
3. Check the balance on my O2 account
Suggested knowledge arKcles… from knowledgebase
Suggested knowledge arKcles… from knowledgebase
All fields are retained if customer needs to submit email form
Auto response email
Customer receives email auto response if appropriate
KANA IQ for Help & Support: Core Features & Benefits Example wire frame
Product Scoping drives quick, relevant results
Improved Search to drive best answers
Top Ques3ons Automa3cally populated to address evolving issues‐
Hot Topics/FAQs
Natural Language Search – 3les and content
Machine Learning –populates evolving issues‐
Hot topics/FAQs
Presents product‐specific browse
KANA Features
Decision Trees –
Builds trouble shooters
Clarifying Ques3ons
Troubleshooters guide user to step by step answers
Xerox uses KANA IQ www.xerox.com
Natural Language Search – 3tles and content
Decision Trees –
Builds trouble shooters
Machine Learning –populates evolving issues
FAQS/Hot Topics
Next steps We have the technology and the exper3se in‐house
Ac3ons • Technology
– extend KANA IQ externally – CPW, BestBuy, Geek Squad – Integrate IQ (knowledge) and Response (email) – ‘push’ customers to knowledge from ‘Contact Us’ form – de‐escalate – Upgrade IQ to latest version – Enable web authoring to allow advisers/Retail to create content
• Acquisi3on – Build KM contributor community – Provide listening service (eg: Twimer, blogs etc) – Populate knowledgebase with content
• Distribu3on – Iden3fy places to imbed knowledge (ie. BestBuy, Geek Squad, Mobiles etc)
throughout customer lifecycle – Iden3fy ‘shopping’ list of sites/partners who could use the KM service ie: John
Lewis, sat navs (store locator) etc
Knowledge Acquisi3on and enrichment
Now • Relies on ‘knowledge’ owners and
rela3onship building • Knowledge team build content in KANA
knowledgebase
• Customers and advisors cannot directly contribute knowledge
• KM team maintain ‘style and authority’ and editorial control
• Advisors send feedback to knowledge team (approx. 4 per day) to ask for new content/changes
• Knowledge & exper3se NPS score linked to adviser bonus
Future • Maintain, grow and widen knowledge
owner rela3onships • Enable web authoring to allow advisers
to create & submit content (approved via workflow)
• ‘ask the audience’ to contribute/share knowledge
• Harvest content from online communi3es (Geek Squad, BestBuy, CPW, Twimer etc)
• KM team maintain ‘style and authority’ and editorial control
• Create a ‘listening’ service’ to understand what customers are saying about us ie. Twimer
• Link Knowledge crea3on to company ‘Compass’ appraisement and
bonus scheme • Reward/accredit customers for
contribu3ng content
Knowledge Distribu3on
Now • Knowledgebase (KB) updated when
new content provided
• Advisors no3fied by weekly newslemer or daily visits to KB
• Customer content hard‐coded onto web pages. Relies on customers to ‘visit’ pages
• Printed collateral refers to Help & Support. Relies on customers to ‘visit’ pages
• No IVR/handset/Retail ‘push’ to content
• Changes restricted by heavy IT involvement
Future • Push knowledge to where the customer
is– – online (our websites and their communi3es) – IVR – via mobile (text, mms, podcasts, video) – in‐store kiosks etc – At point of sale (instore/online)
• Provide knowledge as a service to 3rd par3es
• Copy ‘contact us’ emails to Marke3ng as contact lists‐ subject to customer permission
• Pre‐empt problems – Share knowledge during customer life‐cycle
not just at beginning/end and when problems occur
• De‐centralised, open, 24/7 trustworthy content provision
• Single source ‐ en3tled content – Customer (primary solu3on) – Adviser (addi3onal content) – Geek Squad Agent (subscrip3on/2nd line content)
• Push content to Geek field agents • Business driven changes
– Minimal IT involvement for KM changes
Recommended Deployment Roadmap PlaA
orm
Upg
rades
Content
Improvem
ents
email Upd
ate
Self‐Help Prog
ramme
CIP Development
Dynamic Contact Us Form
IQ KA Self‐Help UI
Design
KANA Email Rules & Admin
Launch Self‐‐Help
Email Re‐Launch
KANA Email/KB integra3on
Launch De‐Escala3on
Metrics Defini3on
IQ Content Restructuring
UI Build
Mar 09 Apr May Jun Jul Aug Sept Oct Nov
KA = knowledge architecture CIP = Con3nuous Improvement Programme
IQ 10 Upgrade
CIP Launch
Baynote POC
Deploy Auto Classify
Finds informa3on Customer visits
product pages/shop
Helps customer focus on right content Browse & decision trees
Uses Search
Best match
Customer submits
Auto suggest content
Customer contacted
Customer needs more
Support from Help/Search
De‐Escala3on Path
Customer gets solu3on at point of contact/or CHAT op3on assists
Top results returned
Directed to Chat
No answer – Directed
To webform
Categorise & respond
Email reply
Auto response if appropriate
Enquiry requires research
Research requires customer contact
Wrimen email reply
Website
System routes
Search KB for answer
Use KB and email systems
KB
Directed to email/or call
Answers Customer Enquiry Flow
KB= Knowledgebase