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The Economics of Customer Service Excellence
- 1. The Economics of Customer Service Excellence Critical Improvements for Tier 1 and First Contact Resolution
- 2. Agenda Challenges facing Customer Support Organizations Success Story of one Technology Company Recommendations
- 3. Why should you care?
- 4. What’s in it for you? Increased Customer $atisifaction Lower Support Cost
- 8. Happy Customers Spend More Money
- 9. And They Tell Other People.
- 10. Word Of MouthIs Huge.
- 11. Really Huge.
- 12. The Challenges Controlling Cost of Delivering Support The Growing Complexity of Products
- 13. Tiered Service Delivery Model Tiered Service Delivery Model Single Point of Contact (SPOC) Customers (Submitting Questions) Tier 1 Support (Single Point of Contact) Tier 2/3 Support (Subject Matter Experts) Email Portal Phone Fax Self Service Case Management Neocase Knowledge Base & Recommendation Engine
- 14. Cost of Support by Escalation Level $225 $450 Onsite: Field Service Technician B2C B2B Level 3: Supervisors, SMEs $75 $150 Level 2: Sr. Analysts Research, investigate $40 $80 Level 1: Generalists Attempts resolution $15 $45
- 15. Growing Complexity of Products Products are getting more complex.
- 16. Evolution
- 17. Lines of Code
- 19. Lines of Code in MS Windows(000’s) Source: The New York Times
- 20. Lines of Code(000’s) Source: The New York Times
- 21. Lines of Code(000’s) Source: The New York Times
- 22. Lines of Code(000’s) Source: The New York Times
- 23. Growing Complexity of Products Growing Complexity of Products Source: TSIA Technical Support Benchmark
- 24. How Does Complexity Impact Resolution Time?
- 25. New Incidents per Shift Source: TSIA Technical Support Benchmark
- 26. Impact of Product Complexity on Total Time to Resolve Source: TSIA Technical Support Benchmark
- 27. Impact of Product Complexity on First Contact Resolution Source: TSIA Technical Support Benchmark
- 28. More Complex Products Require More Time to Support.
- 29. First Contact Resolution Rates Source: TSIA Technical Support Benchmark
- 30. Support Staff Allocation By Tier Source: TSIA Technical Support Benchmark
- 31. More Expensive Resources are Required to Support More Complex Products.
- 32. Staff Allocation By Tier Source: TSIA Technical Support Benchmark
- 33. New Incidents per Shift Source: TSIA Technical Support Benchmark
- 34. Tier 1 is shrinking.
- 36. Self-service deflecting more of the most simple questions
- 37. Complexity
- 38. More complex issues require more investigation and longer resolve times, meaning Level 2/3 have more work to do
- 39. Productivity
- 40. Tools and training allow Level 1 to do more with lessLevel 1: Generalists Level 2: Sr. Analysts Level 3: Supervisors, SMEs Onsite: Field Service Technician
- 43. One Company’s Success Story
- 45. 9 of the top 10 Fortune 500 companies use CORPTAX software
- 46. Presence: 3 offices nationwide
- 47. Recipient of 2009 TSIA Support Staffing Excellence Center Award for Customer Satisfaction rates of 92.8%One Company’s Success Story
- 48. Copyright © 2009, Neocase Software, Inc. All rights reserved. BEST PRACTICES
- 50. Social media & community integration
- 54. Business IntelligenceLevel 2: Sr. Analysts Level 3: Supervisors, SMEs Onsite: Field Service Technician Tier 1 Improvements
- 56. Drive Self Service adoption
- 57. Incentivize customers to use self service
- 58. Increase deflection from Tier 1 & 2 to Tier 0Adoption rate of Self Service
- 61. Readiness Center
- 62. Case Management
- 65. CORPTAX Connect
- 67. Priorities given to cases submitted via Self Service
- 68. Business Intelligence to identify knowledge gaps and training needsSelf Service at CORPTAX
- 71. Readiness Center
- 74. Reduced KB articles from 16,000 to 5,000
- 75. Critical Knowledge Base features
- 77. Advanced Search
- 78. Article relevancyKnowledge Management in Self Service
- 80. Established Feb 2009 (9 mths)
- 81. Private Community, accessible only through Self Service
- 82. 8 Forums with 8 CORPTAX moderators
- 83. Discussions
- 85. Customer service surveys Lloyd Howlett, VP of Support and Customer Operations CORPTAX Customer Community Access through Self Service
- 87. Visibility into key reports about FCR and SLA achievements
- 88. Systems are not consolidated – too many disjointed parts
- 91. Business IntelligenceLevel 2: Sr. Analysts Level 3: Supervisors, SMEs Onsite: Field Service Technician Tier 1 Improvements
- 93. Increase FCR
- 95. Provide tools, training and knowledge to support agentsCustomer Satisfaction* * TSIA Support Staffing Excellence Award Tier 1: Generalists
- 97. Rewards (based on customer loyalty)
- 98. Escalation:
- 99. Custom fields created for
- 100. Escalation teams:
- 101. 50% SLA Analyst (Tier 2)
- 102. 75% SLA Supervisors/Mgrs
- 103. 90% SLA Director/VP
- 104. SLA Rules and Processes:
- 106. Case resolution in 24hrs from 49%-75%Tier 1 at CORPTAX
- 108. Copy/paste article info into case
- 109. Convert articles to pdf and attach
- 110. Multiple, configurable KB templates
- 111. ‘Error’, ‘How To’, ‘Documentation’
- 114. Reduced # of articles from 16,000 to 5,000Knowledge Management at Tier 1
- 116. ‘Case Distribution’, ‘SLA Achievement’, ‘Top 10 Callers’
- 117. Rich business reports & analytics tools
- 118. Manager Dashboard
- 119. Displays total case volume, cases by team and queue, and SLA performance indicators
- 120. Shows active employee connections
- 121. Use of ‘Top 10’ List:
- 122. Break down by product type & convert cases into actionable items to correctBusiness Intelligence at Tiers 0 & 1
- 125. 12.5% Staff Reduction (doing ‘more with less’)
- 126. 50% migration of inbound call/email volume to Self Service
- 127. 12% Cost Reduction in Support ServicesKey Results
- 128. The Recommendations What can you do about it?
- 129. Buy, Don’t Build! Look for solutions that can be configured vs. customized (click vs. code) Delegate as much as possible to the customer (contact updating, FAQs, case creation) Balance the use of knowledge base articles against the diversity of problems actually incurred by clients Help staff embrace change; create rewards and incentive programs Use analytics Participate with TSIA in Benchmark Studies to understand your company metrics as compared to others in the same industry CORPTAX Recommendations
- 130. TSIA Recommends Calculate the “cost of doing nothing,” and use as a baseline for ROI on improvement projects Benchmark your staffing levels and productivity by tier against industry peers Closely audit exactly what issues are being resolved at Tier 1, and identify issues to target for self-service deflection New content, better search tools, customer community, rich media Interview Tier 2 & 3 technicians about issues they are currently resolving that could be handled by Tier 1 with additional tools and/or training
- 131. JL Watson Consulting Know Your Customers. Grow Your Business. www.jlwatsonconsulting.com South Portland, ME 207.741.9047 Jim Watson | jlwatson@jlwatsonconsulting.com Thank you. Contact Information
- 134. Business Process & Proactive SLA Management:- Workflow & Rules Engine
- 135. Business Intelligence:- Robust Reporting at the click of a button
- 136. Knowledge Management:- Integrated, searchable Knowledge Base
- 137. Self Service:- Single Sign-On technology- Integrated with CORPTAX CommunityHow Neocase Helped CORPTAX
- 138. Sponsored by: Featured Speaker: Questions? Please ask! Use the Q&A console on your event console. Lloyd Jim John Howlett Watson Ragsdale Neocase Corptax TSIA >> Recorded version will be sent to you via email within the next 48 hours.
Notas del editor
- We’ll talk about 3 things;We’ll talk about the challenges facing customer support, for today’s technology companies. To do this, we’ll use some statistics compiled by the TSIA.We’ll provide some recommendations by the TSIA, and other industry experts, about how to overcome those challengesAnd finally, we’ll present a case study, based on a software company that has implemented those recommendations, to generate some pretty impressive results.So, that’s 3 things: the challenges, the recommendations, and a success story.
- Customer satisfaction increases.And what do satisfied and happy customers do?
- The lesson of this slide is that Products are getting more complex. So what impact does that have, on supporting products.1, if the product is more complex, the users will have more questions. More questions means more support calls and requests. Which means more calls per shift. Which means more bodies in the cubicles to handle the extra calls. And that means more payroll.2, More complex products mean more complex questions. More complex questions can mean more escalations from level 1 to level 2 and beyond. And as we saw a couple slides ago, that means more expensive case resolution.So, let’s think about this for a minute….We just figure out that payroll is higher because we need more people to staff the call center. No we just determined that the average cost of a suppport resolution is higher, because the products are more complex.No wonder there’s a recession.
- First Contact Resolution-What is it?Why does it matter?
- First Contact Resolution-What is it?Why does it matter?
- First Contact Resolution-What is it?Why does it matter?
- First Contact Resolution-What is it?Why does it matter?
- The lesson of this slide is that Products are getting more complex. So what impact does that have, on supporting products.1, if the product is more complex, the users will have more questions. More questions means more support calls and requests. Which means more calls per shift. Which means more bodies in the cubicles to handle the extra calls. And that means more payroll.2, More complex products mean more complex questions. More complex questions can mean more escalations from level 1 to level 2 and beyond. And as we saw a couple slides ago, that means more expensive case resolution.So, let’s think about this for a minute….We just figure out that payroll is higher because we need more people to staff the call center. No we just determined that the average cost of a suppport resolution is higher, because the products are more complex.No wonder there’s a recession.
- First Contact Resolution-What is it?Why does it matter?
- First Contact Resolution-What is it?Why does it matter?
- May not want to use this slide/stat, since it doesn’t support the story.
- JIM : (Transitions from John to Jim) Lloyd, thank you once again for being here today. Can you start off by telling us about your company, CORPTAX, the solutions you bring to the market, who your customers are, and of course, your role in the process.
- JIM: Thanks, John, for the insight from TSIA and the recommendations. Let’s go to a poll now to see what types of challenges our listeners face in terms of Tier 0 (Self Service) and Tier 1 (Generalists) .
- JIM: Thanks Lloyd. So it sounds like Self Service has really prevented a significant volume of questions from ever needing to go to tier 1 of your call center, thereby reducing the overall costs incurred.Let’s now move on to Tier 1 and what improvements can be achieved through Knowledge and Business Process Management and BI.
- JIM: We’ve talked about the model of tiered service delivery, and the over-arching goal of resolving cases at the lower levels – either through Self Service, or at the Tier-1 level. Can you tell us about the role that Self Service has played for Corp Tax, particularly with its impact on productivity, and cost reduction? LLOYD: Insert commentary here – please elaborate on what is in the slide
- LLOYD: Our self-service portal provides quick access to the resources our customers need…to answer their most important questions. It includes:Support Knowledge BaseReadiness CenterCase ManagementProduct DownloadsContact AdministrationCORPTAX ConnectLearning OpportunitiesAs part of the implementation, we carefully evaluated the solution articles in our knowledge base. We streamlined and updated the content, decreasing its size from slightly over 16,000 articles to 5,000 articles. Our knowledge management team has worked diligently to categorize the solutions based upon our customers’ and products’ terminology, improving the usage rate and expediting issue resolution. With the Readiness Centers, customers have quick access to current news and all product documentation, including release notes and usage tips. Case Management allows customers to communicate and monitor the status of their questions. They can also view the case notes and supply additional information such as screen captures, system profiles and error logs. Customers’ administrators can view the case volume of a specific location or their entire organization, helping them to identify training needs of specific users. We track all support interactions in a central location so information can be quickly shared to expedite resolution or escalation. Upon entry through the customer portal, we begin service level agreement monitoring immediately and avoid any phone queue wait times. Product Downloads works within the Portal framework to furnish the newest product updates and downloads as soon as they become available. Contact Administration is another customized area in the self-service portal, allowing customers to maintain their own list of contacts.Learning opportunities lists our entire educational curriculum—from webcasts to on-site classroom offerings.
- JIM: Thanks, Lloyd. Another industry Best Practice in the tiered support module is the deployment of a Knowledge Base solution. The idea, naturally, is that if your customers have ready access to the right knowledge to solve their issues, more cases will be resolved in Tier 0 before ever reaching Tier 1. LLOYD: Insert commentary here – please elaborate on what is in the slide
- JIM: What have you been able to achieve in your self service offerings through community integration? LLOYD: CORPTAX Connect, our online customer community, was integrated with the portal to allow single sign-on between the two products so the customer access is seamless. We created this community for our clients to be able to participate in discussion, share experiences, ask questions and share knowledge with their peers.Next Steps: Advocate Corporate Leadership through blogging (product roadmaps etc)Want to have at least 1 person from each client engaged in the community
- JIM: Thanks Lloyd. So it sounds like Self Service has really prevented a significant volume of questions from ever needing to go to tier 1 of your call center, thereby reducing the overall costs incurred.Let’s now move on to Tier 1 and what improvements can be achieved through Knowledge and Business Process Management and BI.
- JIM: What improvements can be achieved through Knowledge and Business Process Management and BI in Tier 1?LLOYD: Insert commentary here – please elaborate on what is in the slide
- JIM: Can you describe the escalation process, the role that the system plays, and some of the efficiencies that you’ve gained?LLOYD: Our cases have two SLA deadlines—one for responsiveness and one for resolution based upon case. The interim alert messages remind case owners of their remaining timelines. In addition, management is kept informed as case resolution deadlines approach. SLA rules send emails to various people depending on the % of deadline left. This ensures we are escalating issues at the appropriate time. For escalation within Support, we have chosen to create custom fields for Escalation teams and owners. Those individuals use a saved search to easily sort the open case list and find new escalated cases. CORPTAX has chosen to use the built-in Subcontract function to escalate cases to the various development areas. Once the appropriate Subcontract group is selected, an email is automatically generated and sent to an email distribution list. This allows the case ownership to be retained by the support rep and development only needs to respond to an email (their preferred method of communication). The response email is received in the Neocase inbox and attached to the case.
- JIM: How has the integrated Knowledge Base made your Tier 1 agents more productive?Lloyd: Our previous call tracking software required a KB article for every case. This was causing the database to become cluttered with one-off solutions making it difficult to find answers for common issues. It was also delaying the resolution time while articles were being drafted, approved and published. Now, The Neocase KB allows for articles to be used when they are applicable. Our KB database is half the size but more successful! The Concatenate and Replace functions allow the reps to insert the text of a KB article into the case responses without having to retype or copy/paste information. Or, the article can be converted to a PDF document and attached to the case by clicking one button. Then, the PDF can easily be emailed to the case contact with a few simple clicks. The architecture of the KB allows for different types of articles to have different templates. This ensures that all articles of a specific type, say ‘Errors’, have the same type of information which is different from ‘How To’ articles. You can also use the article types as a filter when searching to provide better results. We created a Type for Documentation so customers can quickly find our Technical documents and training webinars. Articles can also have URL links, files and other related KB articles attached to them. This allows you to redirect the reps and customers to other areas for more information on a topic. We’ve used the related KB articles create Indexes of articles for very specific topics like Massachusetts e-File Error messages. This Index concept was well received by all because it allows fast access to multiple articles with one view.
- JIM: Thanks Lloyd. I know that reporting plays a big role in the support process at CorpTax. Can you tell us about that, specifically about how you’re using Business Intelligence to continually improve your support process? What reports do you use and what info do they give you? How do you act on that info? How often do you revisit these reports as a team, and act on the data to continually get better? LLOYD:As previously mentioned, the former systems used by the organization were not only disparate and disjointed, but also based on different technologies and architectures that didn’t necessarily lend themselves to easy integration. To further complicate the situation, our previous call tracking system was based on a proprietary encoding of database tables and fields creating substantial roadblocks for data mining and custom reporting. Standard ReportsAs part of the standard implementation, Neocase provides a basic set of reports for standard KPI’s such as Case Distribution, SLA Achievement, and Top 10 Callers. These are basic reports that help measure basic success immediately. DashboardThe basic dashboard gives a glimpse of the total case volume, cases by team and queue, and cases that are within and outside standard SLA’s. It also provides the ability to drill-down into listings to review individual cases. Managers DashboardThe Managers Dashboard extends the analytics of the basic dashboard by providing more detailed reports with quick click access and filtering capabilities. It also provides a view of the currently active employee connections. Data Extraction and Advanced FindNeocase and CRM also provide the ability to extract data and to utilize multiple variable lookups against data in the database and export that data to Excel for additional analysis. SQL Reporting Services and Report BuilderThe real power of the Neocase system and where we have been able to substantially improve our reporting and business intelligence is the fact that the Neocase and CRM reporting engines are built upon MS SQL Server and utilize SQL Reporting Services as the reporting engine. This is key in that end users and/or power users can leverage the Report Builder to design, create, and publish customize reports based upon the Neocase report model. Advanced users or dedicated staff with a basic understanding of MS SQL Server, Transact SQL, and Visual Studio can expand upon the reporting model by tying multiple SQL based systems together and presenting that data on a SQL Reporting Services server for end user presentation. In our case, we have leveraged this option to tie the Neocase, CRM, and GP systems together for 360 degree reporting of customer interactions. Question: How do you use BI to improve processes and productivity in Tier 0 and Tier 1?Take ‘Top 10 list’ – broken down by product, and use case categorizations to do this. Based on this, then convert into actionable itemsMine Top 10 case users – customers submitting the most cases – info goes to CORPTAX Training team, who then reach out to the people for Training Opps – revenue generator
- JIM : Thanks Lloyd. You have these business intelligence tools to help you get better at what you do. Please share with us some of the results you’ve seen. What are the bottom-line results for the business, including any KPIs that you can share with us?LLOYD: Insert commentary here – please elaborate on what is in the slide….see feedback info below (taken directly from Prep Sheet)The feedback we’ve received from our team has been excellent: Our managers see: Significant improvement in real-time management and reporting toolsDrill-down capabilities allow quick review of case information when managing escalationsImproved case documentation from all parties working on the caseOur employees feel: More information readily available at our fingertipsEasier to use and navigate than previous CRM solutions And in general…. : Senior executive and Board support of the projectAdoption of web communication channelEarly customer testimonials on customer support portalCustomers ability to view case status at any time and review progress to date
- JIM: Wow, that’s impressive that despite the changes in staffing, that you’ve been able to maintain and even improve productivity enough to see an increase in Customer Satisfaction. Talk about timing. It sounds like Neocase has delivered some real, measurable Return on Investment for CORPTAX. What kinds of insight and advice can you offer to other companies out there, who are either considering a new Customer Support solution, or are simply faced with trying to be more productive in their Customer Support organizations, with fewer resources?JIM: Can you tell us about any of the best practices you’ve lived through and advice for those going through the process now?
- JIM: In our final slide, we would like to briefly highlight the solution and tools that you used to achieve the aforementioned results? In a few words, can you summarize the advantages/critical functionality that you saw by using Neocase’s customer service solutions?LLOYD: Insert commentary here – please elaborate on what is in the slide