How IGN Entertainment Increased Self-Service Rates to Over 90% Using Parature...
Bridging the Gap Between Government and Citizens for Support
1. Bridging the Gap Between
Government and Citizens for Support
Duke Chung
Co-Founder,
Parature, Inc.
@parature
2. OPEN GOVERNMENT & 21st CENTURY
Citizens Federal Government
Learn and become active Create
participants in how the transparency, participatio
government functions n and collaboration
• Customer-centric approach provide easy,
multi-channel communication with citizens
• Information-centric approach
• Do more with less
3. WHO IS PARATURE
Headquartered in Herndon, Virginia
40 government offices, 10 federal agencies,
5 system integrators
3,000 commercial brands
Supports 50 million end users
Provides award-winning, cloud-based customer
service software
6 consecutive years on Inc. Magazine’s 500 | 5000 List
4. WHY DO CUSTOMERS COMPLAIN?
66%
70%
60%
50% 35%
40% 29%
23%
30%
20%
10%
0%
Time to issue Consistency Cost of Lack of self-
resolution of experience service service
information
Source: Aberdeen Group, 2012
5. POWER SHIFT TO CITIZENS
Citizens are now looking to new service
channels before picking up the phone
email knowledgebase
Why other channels?
• Long hold times
• Multiple contacts to resolve one issue
• Inconsistent answers from different people
6. WHAT THE CUSTOMERS WANT
70% 89% 91% 50%
of customer go to an would use an online of “How do I …?”
decisions begin on organization’s knowledgebase if it calls and emails could
search engines. website for were available and be deflected to self-
answers and tailored to their service channels
information. needs. accessible through web
support portals.
7. WHY GO MULTI-CHANNEL?
58%
60%
50%
35%
40%
22%
30%
20%
10%
0%
To provide service and Changing customer To improve customer
support where expectations engagement
customers are active
Source: Aberdeen Group, 2012
8. YOU’LL NEED A MULTI-CHANNEL STRATEGY
Understand
Adapt
Embrace
Engage
Continuously Adapt
9. ORGANIZATIONS ARE PLANNING NOW
PLANNED IN 12 MONTHS
Self-service knowledge base 52%
Email 45%
Voice 44%
Social Media 38%
Live Chat 36%
Communities 29%
Mobile Apps 28%
Mobile Web 25%
Voice Self-service 21%
0% 10% 20% 30% 40% 50% 60%
Source: Aberdeen Group, 2012
10. HOW WE GOT HERE TODAY
• Support channel preferences
are evolving with each
generation. 2012+ Mobile
• New technology trends can
Social Customer
impact customer service 2009+
behavior. Service
Facebook, Twitter, Other Social Channels
• Understand who your end users
are and determine how they 2005+ Web Channels
prefer to be supported. Ticket, Chat, Feedback, Communities
• A combination of channels will
be most effective. 2000+ Self-Service
Source: SSPA and Wikipedia knowledgebase
1996+
Email Support
Pre- 1995 Phone & Fax Support
12. CITIZENS GO TO THE WEB FOR INFO
• The public needs to feel they
can contact the organization if
needed
• Most people go to the web to
look for phone numbers already
• Submitting online inquiries is
becoming commonplace among
citizens looking for help
• Responsiveness is important
• No one wants their question to get
lost in a black hole
• Provide updates for the status of the
issue
13. SELF-SERVICE KNOWLEDGEBASE
• Information-centric approach
• Always accessible and available 365/24/7
self-service
knowledgebase thru on online support portal
• What to include?
• FAQs, Policies, Procedures, Downloadable
Forms, Laws, Regulations, Fact
Sheets, Updates, News, Etc…
• Don’t worry, it will grow!
• Through new inbound questions, you’ll have an
opportunity to harvest new content quickly
• Understand what your citizens are
looking for
14. LIVE CHAT SUPPORT
• Provide real-time, personalized response
• Increase staff efficiency
• Able to handle multiple interactions at once
• Allows citizens to get immediate help if they
can’t find the answer they’re looking for
• Chat is flexible, and can be incorporated
throughout your website for a seamless end
user experience
• Increase time to resolution
• Immediate resolution improves satisfaction ratings
15. UTILIZE SOCIAL MEDIA
• Monitor and respond via Facebook and
Twitter
• Increasing public adoption of social media
• People don’t just use it to connect with friends
• Viewed as a direct access channel to organizations
• Public perception is influenced by others
• Create brand ambassadors
• Unanswered questions cause a snowball
effect
• Create keyword-based monitoring for
actionable issue escalation, as a filter for
social noise
16. SELF-SERVICE IN FACEBOOK
• Extend 24/7 self-service to
Facebook
• Use the same external support
FAQs within your social pages
• The public is comfortable
here, don’t send them
somewhere else
• Reduce negative comments
with a support presence
• Give the official answer, rather
than letting others give wrong
advice
17. GATHER FEEDBACK AND COLLECT DATA
• Survey says:
• Proactively collect opinions
• Uncover trending issues in support
processes
• Provide valuable opinions for the
entire agency
• Immediate feedback:
• Collect feedback during or right
after any support interaction
• Engage the public in their opinion
when they are mentally engaged in
a support issue
• Provide a simple, quick way to rate
experiences
18. INCREASE EFFICIENCY
More
knowledgebase = Drives up to 90%
self-service adoption
content
Citizens are
Reduce repetitive
able to find
their own = inbound phone calls
and emails for staff
answers online
Citizens find
Increase customer
their answers
within a few = satisfaction, time
to resolution
clicks
19. UNDERSTAND YOUR CITIZENS
A 360 degree view:
• Metrics provide the roadmap for improvement
• Understand the end user experience
• Report on each step in the support loop to address efficiencies
• Drive customer satisfaction and close costly loopholes
20. SUMMARY
• Customer-centric approach provide
easy, multi-channel communication with
citizens
• Information-centric approach
• Do more with less
21. IT’S WHAT THE CUSTOMERS THINK
80% 8%
of CEOs think they of their customers
deliver a superior actually agree.
customer experience.
- IBM Corporation
Parature’s experience with both our Public Sector and Commercial
customers has led to our multi-channel support philosophy, with a strong
focus on the end-user experience.
22. CONTACT US
Thank You! blog.parature.com
www.facebook.com/parature
Duke Chung www.twitter.com/parature
Co-Founder
sales@parature.com www.linkedin.com/company/parature
Parature Corporate www.youtube.com/paratureinc
13625 Suite B Dulles Technology Dr.
Herndon, VA 20171 www.slideshare.net/parature
www.parature.com/rss
www.pinterest.com/parature
Notes de l'éditeur
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An “Information-Centric” approach – Moves us from managing “documents” to managing discrete pieces of open data and content which can be tagged, shared, secured, mashed up and presented in the way that is most useful for the consumer of that information.A “Shared Platform” approach – Helps us work together, both within and across agencies, to reduce costs, streamline development, apply consistent standards, and ensure consistency in how we create and deliver information.A “Customer-Centric” approach – Influences how we create, manage, and present data through websites, mobile applications, raw data sets, and other modes of delivery, and allows customers to shape, share and consume information, whenever and however they want it.
We’ve been a leader in the customer service software industry for over 10 years and known as a leader in the industry. Not only do we provide a leading SaaS solution we also support our customers with a world-class support experience. We live our mantra, Customer Service Software that Revolves Around You, our customers. Through our experience not only building the tools but also using them ourselves, we’ve been able to develop a wealth of best practices. Which is why I’m here today, I want to share our knowledge on building a repeatable process to source content for a successful knowledgebase in a multi-channel experience.[SLIDE][45 seconds]
It is crucial for government agencies to adapt to current and emerging citizen engagement methods by embracing a multi-channel support approach that allows the public to reach out via the channel of their choice and (2) allows government agencies to manage multi-channel connectivity efficiently and cost-effectively.
This is a chart demonstrating the industry trends in evolution of customersupport channels. As we all know, the phone has been in use for decades as a customer-support channel and continues to be used still. At the same time, latest technology trends are also driving expectations in customers service. In this day and age, you really have to be able to handle most if not all of these channels for support, and Parature will help you do that.
Let’s define what a multi-channel support experience is. The multi-channel experience is an important part of any service strategy. It defines how your customers look to interact with your company, whether through, for example, web, phone, chat, search, or social. The goal is that the experience for you customers should be consistent regardless of the channel they choose. This is important because it needs to influence how you think about knowledge management. Throughout the next couple of slides, you should be thinking about each channel your customers use to reach out to you, and how delivering content through each of these channel affects what people are looking for, how the content should be formatted and to what audience the content should target.You want to ensure you’re delivering a consistent message but tailoring it appropriately for the channels you support.[SLIDE][1:30]
Full-Service Online Support: For those who cannot find the information they need via self-service content, they can easily submit a help desk ticket, track its progress at their convenience, and receive an automatic email notification when their help ticket is resolved.
Self-Service Online Support: The Parature Portal provides comprehensive and secure 24/7 support presence that matches your agency or department’s unique branding and needs.From the cloud-based support portal, visitors have immediate access to an intuitive and searchable knowledgebase where they can easily access the information your agency wants or needs to provide, including answers to frequently-asked questions, policies and procedures, downloadable forms, laws and regulations, fact sheets, the latest information updates and more.
Increased Efficiency: When the public can find the answers and information they need without contacting a member of your service and support staff directly, it significantly reduces the number of phone calls and emails, increasing productivity.