Maximizing Service While
Lowering Costs
The Value of Self Service Portals in
Government
Paul Farnsworth, VP of Technology
SafeHarbor Technology Corporation
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Agenda
From Place to Space
The Support Channel Evolution
Customer Experience Expectations
The Value of Leveraging Customer Data Across Channels
Five Steps to an Optimized Customer Experience
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The Speed of Change
6,250 increase in performance @ .003 the cost
1976 - Cray-1A
2005 – Xbox 360
Speed: 160 Megaflops
Speed: 1 Teraflop
Memory Size: 4MB
Memory Size: 512 MB + 1MB Ch
CPU: CRAY
CPU: Three symmetrical cores @ 3.2 GHz
Cost: $10,000,000
Cost: $300
Memory Width: (64-bit)
Memory Width: (32-bit)
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Internet Usage
M
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From Place to Space
Slides to be inserted here……..
based on MIT - “From Place to Space”
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The Support Channel Evolution
Customer needs drive interaction
1970
1980
1990
2000
Kiosk
E-com
E-com
E-mail
Auto
E-mail
Fax
Fax
Fax
POS
POS
POS
POS
Mail
Mail
Mail
Mail
Phone
Phone
Some
PC
Phone
Phone
PC
IVR
PC
Auto
Voice
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Web
SelfHelp
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Customer Experience Expectations
Customers demand access 24x7
68% of Americans are online in 2005, averaging 2-3 hrs per day
They expect to receive what they want, how they want it, when they want it
To ensure satisfaction, you must rapidly solve their problem
If you meet expectations, customer loyalty increases
Exceptional service is a critical differentiator
Learn from each interaction for continuous improvement
Consistently positive support experiences drive customers to preferred
channels
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Customer Interaction Path Example
BUSINESS
Phone
Web site
Phone
Traditional
Voice Metrics
Customer
Satisfaction
Web Metrics
CUSTOMER
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Customer Interaction Path Example
BUSINESS
Web self-service:
Customer fixes
issue
Phone:
Chase e-mail
Directed to Web
Review Common
Identification and
Resolution paths
Review Web
Metrics
Wait: Negative experience
E-mail
Measure
Customer
Satisfaction
CUSTOMER
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The Power of Customer Data
Customer data can help you better serve your customers
while continuously improving your business
Understand Customer Usage Patterns Across Channels to Improve Efficiencies
and Reduce Costs
Drive the Right Customers to the Right Channels
Gauge Customer Satisfaction
Use Customer Feedback to Improve Products and Services
Turn Support Centers into Profit Centers: Use Data to Identify New Revenue
Opportunities to Fuel Sales Initiatives
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Practice-oriented Approach
Focusing on people, processes and technologies necessary to drive
change is essential to transforming support delivery + customer
experience; Practice-oriented approach can minimize key risks:
Technology Selection Risk
Choose a strategic
platform/solution provider
rather than individual tools
Management Support Risk
Align efforts with business
objectives, create credible
business case
User Adoption Risk
Apply a structured process for
optimizing customer experience
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Five Steps
Five Steps to an
Optimized Customer Experience
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ABG’s Readiness Process
Assess
Priorities
Align
Analyze
Mission
Actions
Outcomes
Validate
Direction
• Analysis and
Review
Insight
Apply
Create
Consensus
• Visioning
• User Profiling
Build
Business
Case
• Action Planning
• Action Plan
• Business Case
Framework
• Communication
Plan (optional)
• Technology
Selection
(optional)
• Best Practices &
Industry Research
• Cases and
Metrics
• ROI models
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It’s About the User…
Step One - Understand user preferences
– Define groups of customers (“segments”)
– Determine roles, preferred channels
– Monitor patterns + preferences
– Calculate lifetime value to business – e.g., essential
for treatments/offers to avoid customer “churn”
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…and Understanding Options
Step Two - Assess efficiency of interaction
channels
– What is in place; how each channel is used
– Cost per interaction
– User experience
Step Three - Align channels and service models
– Map tasks to channels for each segment
– Support/deny preferences based on goals
– Deploy incentives
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Preparing for Change
Step Four - Create a transition plan
– User adoption plan is essential for self-service
– Escalation strategy:
• Minimize escalations by optimizing online channels (e.g.,
use IM or Web forms to capture problem description,
provide more interactive assistance)
• Manage escalations by capturing context, applying analytics
– Marketing/communication plan
– Training
– Change management
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Driving Improvement
Step Five - Measure and plan for continuous
improvement
– Transformation is an iterative process
– Create clear/credible performance metrics
– Apply customer analytics
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Questions and Answers
Questions & Answers
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