With 60% of customers preferring to self-serve online, many organizations are deploying self-service portals and websites. However, they are often disappointed at the low adoption rates and poor satisfaction ratings from their customers. During this complimentary webinar, Self-Service Your Customers Will Love, Johan Jacobs provided insight into the challenges and opportunities of self-service, including: • Self-service as part of a multichannel strategy • Moving beyond call deflection to new ROI measurements • Strategies to increase adoption rates and CSAT ratings • New trends for capturing and delivering knowledge

1. SELF SERVICE YOUR
CUSTOMERS WILL LOVE
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PROPRIETARY &
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2. THANK YOU FOR JOINING
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• All lines are muted. Please use
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• Session is being recorded and
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PROPRIETARY &
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Speaker
Johan Jacobs,
Executive Consultant &
Former Research Director,
Gartner, Inc.

3. Johan Jacobs
Executive Consultant &
Former Gartner Research Director
12 November 2013
johanj01@telkomsa.net
Twitter: Bushman10

4. What does “Self Service” mean?

5. Individual Self Service

6. Web Self Service

7. Survey — Why Are Customers Not
Using Your Web Self-services?
a. Website is old and not updated recently
b. Too many “clicks” to get something done
c. Difficult to receive support while on website
d. Customers don’t have web access or not a web user
profile
e. We don’t offer web self service at all
f. Our competitor has better web self service than us

8. Dissecting Web Self Service
Transactional Web
Self Services
User Interface / Web or Mobile
Self Service Portal & Logon
Authentication
Transactional Systems i.e.
ERP (SAP / Oracle)
Payments Engine
Supply Chain & Warehousing
$$$$$$$
Un-Assisted Web
Self Service
FAQ
IVR
……………………………………
Knowledgebase for
Self-service
Email Response Management
System
Virtual Assistants
"How-to" Video
SMS and Multi-modal
Assisted Web
Self Service
Web Chat
Email Response Management
System
Collaborative Browsing
Video Chat
Social Customer Service
Peer-to-peer Communities
$$
Many Channels to Use
$

9. Web Self Service

10. Survey — How Useful is a FAQ?
a. I always (>80%) get a relevant answer when using a
FAQ
b. I sometimes (>50%) get a relevant answer when using
a FAQ
c. I seldom/never get a correct answer when using a FAQ
d. I never bother trying to get an answer from a FAQ

11. Identifying Different Segments
Your
of Customers
Category of Customer
a) Customers that will never use your
Web-based self-services due to age
profile or bandwidth constraints or
personal preference
Estimate
%
Actual
%
?%
b) Customers that know about the
self-service capabilities and have used it
at least once or twice
?%
c) Customers that are regular users
?%
d) Customers that do not know about
your Web self-service capabilities
?%
Divide your addressable (existing and potential) customers into the above 4
categories. Total must be 100 % across the above categories.

12. Identifying Different Segments
Your
of Customers
Category of Customer
a) Customers that will never use your
Web-based self-services due to age
profile or bandwidth constraints or
personal preference
Estimate
%
Actual
%
8%
b) Customers that know about the
self-service capabilities and have used it
at least once or twice
45%
c) Customers that are regular users
27%
d) Customers that do not know about
your Web self-service capabilities
20%

13. Percentage of Total Customer Base That
Adopts Self-service
Why do Customers Stop using your
Web Self Service?
100%
Transactional Self-Service
Functionality Deployed
60%
30%
10%
6 – 12 Months
12 – 24 Months
24 Months Onwards
Ongoing and Consistent Use Over Time

14. Survey — Why do Customers Stop
Using Your Web Self-services?
a. Difficult to receive support while on website
b. Difficult to receive support while on website
c. Difficult to receive support while on website
d. Difficult to receive support while on website
e. Our competitor has better web self service than us

15. Percentage of Total Customer Base That
Adopts Self-service
The Question you Should be Asking
100%
Transactional Self-Service
Functionality Deployed
How do you get customers to use your
Web Self-Service solutions AGAIN?
60%
30%
10%
6 – 12 Months
12 – 24 Months
24 Months Onwards
Ongoing and Consistent Use Over Time

16. Stop wasting further effort on the
Transactional activities
Transactional Web
Self Services
User Interface / Web or Mobile
Self Service Portal & Logon
Authentication
Transactional Systems i.e.
ERP (SAP / Oracle)
Payments Engine
Supply Chain & Warehousing
$$$$$$$
Un-Assisted Web
Self Service
FAQ
IVR
……………………………………
Knowledgebase for
Self-service
Email Response Management
System
Virtual Assistants
"How-to" Video
SMS and Multi-modal
$$
Assisted Web
Self Service
Web Chat
Email Response Management
System
Collaborative Browsing
Video Chat
Social Customer Service
Peer-to-peer Communities
$

17. Unassisted Web Self Services
 FAQ – Frequently Asked Questions
 IVR – Interactive Voice Response (not necessarily Web)
 Knowledge Base for Self Service – Highly Relevant




Answers (85% relevancy and above)
Email Response Management – Auto response to emails
with highly relevant content within 1 hour or less
Virtual Assistants – Creates stickiness and
entertainment but deliver highly relevant answers
How-To Videos – Delivered as Video Knowledge
SMS & Multi-Modal – Integration of SMS/Texting & a
URL to provide customer with referable link

18. Assisted Web Self Services
 Web Chat – Text engagement with live agent
 Email Response Management – Auto preparation of
responses to customer enquiries for CC agents
 Collaborative Browsing – Screen sharing for problem
resolution and great customer experiences
 Social Customer Services – Ability to deliver support
via Social network participation
 Peer-to-Peer Communities – To help resolve issues
customers might have on the web

19. Embed Support In the Transaction

20. Embed Support on Every Page

21. Support comes in Multiple Guises

22. Percentage of Total Customer Base That
Adopts Self-service
Higher CSAT through embedded
support
100%
Transactional Self-Service
Functionality Deployed
60%
Knowledgebase,
Web Chat and
ERMS
30%
Virtual Assistant,
Collaborative Browse,
Multi-model
Communications,
Video and Social
10%
6 – 12 Months
12 – 24 Months
24 Months Onwards
Ongoing and Consistent Use Over Time

23. Unassisted Support relies on
Knowledge
 Key Performance Indicator
 Relevance of Response
 Relevance of Response = First Call Resolution
 Service Level Agreement
 85% or more
 Only ever deliver 3 or less answers to a question

24. Integrate Knowledge Everywhere
 Knowledge supports the “Search Bar”
 Virtual Assistant relies on Knowledge
 Email Response Management is supported by
Knowledge
 Great consistency and productivity in Web Chat is
achieved by Knowledge integration
 How-To video is classified as Video Knowledge and
lives in the Knowledge Base
 Social can be supported through Knowledge

25. New ROI Metrics
 Same answer irrespective if…
 Customer searches Self Service KBS by themselves
 Customer asks Call Center agent
 Customer engage with Web Chat Agent
 Multiple simultaneous concurrent Web Chat sessions
 High Customer Satisfaction due to good quality
responses
 High Productivity due to not retyping same answer
 Well Authored answers
 Highly Relevant Responses (85% or more)

26. New Competencies Required
Knowledge Base
for Self-Service
Knowledge authoring and administration;
Technical writing skills; Fact-finding skills
E-Mail Response
Management
Business writing skills; Word processing
Web Chat
Business writing skills ,as opposed to
speaking skills; Multitasking
Collaborative
Browsing
Multitasking; Speaking and writing skills;
Product knowledge
Virtual
Assistant
Graphical and video editing and design
Mobile
Services
Multitasking; Text typing; SMS Authoring
Video
Services
F2F persona; Friendly; Stress Management

27. MOXIE
SELF-SERVICE
DEMO
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PROPRIETARY &
CONFIDENTIAL

29. Omni-Channel – a step up….
Building bridges between Online and Offline.
Omni-Channel
Cross-Channel
Integrated-Channel
Multi-Channel
Tight integration between Logical & Physical

30. In Closing - Telepresence Robots

31. Johan Jacobs
Executive Consultant &
Former Gartner Research Director
12 November 2013
johanj01@telkomsa.net
Twitter: Bushman10

32. CONCLUSION
• Session recording and presentation will be sent
via email
• Keep an eye out for a related eBook!
• Contact Us
• info@moxiesoft.com
• +1.800.474.1149
• www.moxiesoft.com
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PROPRIETARY &
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