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Partner Helpdesks are no longer the call centers of the past. As the “front door” to the vendor, the Helpdesk is the first point of contact with its Partners. This function places the Helpdesk at the heart of issues and problems Partners encounter when working with their Vendors. This webinar includes real data and examples for: 1. Identifying the Pain - What gives Partners the most trouble? 2. Defining the Scope - What areas and programs should the Helpdesk support? 3. Using Effective Measures - How do you set and measure Service Level Objectives? 4. Taking Action – How do you use the data to improve Partner satisfaction? 5. Realizing The Advantage – How does this the Vendor and Partner organization? In today’s competitive, dynamic channel marketplace the Partner Helpdesk serves both a tactical AND strategic function for vendors. If a Vendor is looking to improve Partner satisfaction and loyalty, increasing channel Partner revenue, reduce channel operational and support costs or boost channel account managers’ productivity and efficiency, perhaps the Partner helpdesk has the answers.
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poweringchannel programs
globally
Prepared by:
Bill Kelly ‐ US Managing Director & Global SalesDave Griffiths – Global Account Director
May 16, 2013
What are the biggest challenges and struggles Partners encounter when working with their vendor?
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About the Presenters
© 2011|2013 Birch Worldwide All Rights Reserved
BILL KELLYU.S. Managing Director andGlobal Sales
DAVE GRIFFITHSGlobal Account
Director
Company Facts:» Birch Worldwide
Years in Business:» 20 + Years
Solutions & Services:» MDF & Co‐op» Rebates & SPIFFS» Accreditation» Sales Analysis» Channel Payments» Deal Registration» Trade‐ins» Helpdesk Services
Offices:» United Kingdom (HQ)» United States» Singapore
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Objectives for this Webinar
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Identifying the PainWhat gives Partners the most trouble?
Defining the ScopeWhat areas and programs should the Helpdesk support?
Using Effective MeasuresHow do you set and measure Service Level Objectives?
Taking ActionHow do you use the data to improve Partner satisfaction?
Realizing The AdvantageHow does this create competitive and comparative advantage?
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65% of the CMOs feel the pain of not being prepared to manage the Growth of their Channels
IBM Study: November 2012
Critical Areas in the Marketing Arena
65% of the CMOs feel the pain of not being prepared to manage the Growth of their Channels
1. Data explosion
2. Social media
3. Growth of channel
4. Shifting consumer demographics
5. Financial constraints
6. Decreasing brand loyalty
7. Growth market opportunities
8. ROI accountability
9. Customer collaboration and influence
10. Privacy considerations
11. Global outsourcing
12. Regulatory considerations
13. Corporate transparency
Underpreparedness:% reporting under‐preparedness
Factors Impacting Marketing:% selecting as “Top five factors”
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Identifying the Pain
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Poll Question #1
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What do you perceive or know are the biggest issues your Partners have in working with your company?
21%
25%
21%
13%
21%
0% 5% 10% 15% 20% 25% 30%
Program Payment Status and Issues
Channel Programs
Credentials and Certifications
Portal and Online Access
Onboarding Questions
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52%
Digging Deeper to Identify the Pain
What gives Partners the most trouble?
© 2011|2013 Birch Worldwide All Rights Reserved
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
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5 Things Our Team Wishes Vendors Did
Be organized and responsive Provide clear communications Encourage Partners to ask questions Deliver training and help guides Have CAMs more accessible
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What 5 things would you tell a vendor that would have the greatest impact on Partner satisfaction?
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Defining the Scope for a Helpdesk
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Establish a “Front Door” to Your Company
Become easier to work with
Nurture stronger Partnerrelationships
Generate more loyalty
Improve Partnerinterfaces
Develop a processfor improvement
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9 Functions for Helpdesk Support
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Onboarding
Switchboard
How To Assistance
Channel Marketing Programs
Eligibility and Compliance
Non‐technical Queries
Training and Certification
Solution Design Assistance
Pre‐sales Support
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Using Effective Measures
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Poll Question #2
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What Service Level Objectives do you use for your Partner helpdesk?
21%
14%
26%
21%
18%
0% 5% 10% 15% 20% 25% 30%
Number of inquiries received
Number and type of issues raised
Issue resolution and time taken
Partner satisfaction with service
Turnaround time on inquires
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ENABLEMENT
A Model for Effective Measures
© 2011|2013 Birch Worldwide All Rights ReservedPage 16 |
STRATEGICOBJECTIVES
AGENTPRODUCTIVITY METRICS
SERVICEOPERATIONSMETRICS
PARTNERSATISFACTION
METRICS
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Operational MetricsMEASURING ACTIVITIES
KPIs MeasuringSTRATEGIC OBJECTIVES
AgentProductivityMetrics
• Average wait and speed to answer time• Number of cases handled• Agent training and proficiency• Number of claim processed• Number of escalations• Total claims processed
• Cost of service• Agent productivity• Agent turnover• Knowledge base growth
ServiceOperationsMetrics
• Forecasted volume versus actual• Contact volume by communication channel• Contact by Country and Language Preference• Service‐level agreement (SLA) adherence• Escalation rate to resolution• Number of phone transfers• Abandon call rate• First‐call resolution rate
• Number of Partner complaints• Increase in revenue• Number of product upgrades• Service support costs• Number of reworks• Service utilization• Service‐level agreement (SLA)
adherence
PartnerSatisfactionMetrics
• Average case resolution time• Average speed to answer• Contact quality• Post‐contact survey results• Number of transfers • Fast payments and reimbursements
• Partner lifetime value• Partner growth and retention• Likelihood to recommend• Brand loyalty• Channel program participation
Putting the Model to Work
© 2011|2013 Birch Worldwide All Rights ReservedPage 17 |
Increasing Partner Satisfaction and “Winning Over the Undecided”
© 2011|2013 Birch Worldwide All Rights Reserved
25%
5%
70%
Initial Partner Satisfaction
Neutral Negative Postive
10%3%
86%
Partner Satisfaction Impact
Neutral Negative Postive
60% Conversion Rate from Neutral to PositivePage 18 |
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3 Tips for Getting the Most From Your Metrics
Tip #1: Communicate business goals, KPIs, and operational metrics.Good KPIs help executive management understand the value of your helpdesk service operations.
© 2011|2013 Birch Worldwide All Rights Reserved
Tip #2: Drill down into metrics to optimize your business.To make improvements, you need to analyze measures over a period of time, then identify the root cause of the measure and solve the underlying issues. Use TQC methodology and the PDCA cycle.
Tip #3: Don’t neglect the human factor.Good customer service is the result of good technology, good customer service processes, and —most importantly — a well‐managed organization that values its people.
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Taking Action
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Taking Action
Establish a Primary Charter
Explain Partner Program Benefits
Provide Onboarding for New Partners
Assist with “How To” Queries
Help Partner Comply with Programs
Support CAMs with Back Office Tasks
Identify Helpdesk Essentials
Decide to Build or Buy Your Team
Determine Staffing, Skills and Locations
Set Access and Availability
Establish Contact Points
Develop Job Aids and Reference Guides
Agree on Support and Feedback Infrastructure
© 2011|2013 Birch Worldwide All Rights ReservedPage 21 |
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Setting Up and Deploying a Helpdesk
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Realizing the Advantage
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Part of the Channel Strategy
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• One‐stop source of information
• Reduce anxiety and aggravation
• Decrease non‐productive time
• Reduce time in resolving a issues
• Expand accessibility and convenience
• Improve planning
• Accelerate path to revenue
• Supplement CAMs
Partner Benefits
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Part of the Channel Strategy
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• Increase Partner satisfaction
• Improve Partner loyalty
• Decrease complaints
• Reduce operating expenses
• Increase revenue
• Educate and empower Partners
• Spot and solve common problems
• Establish best practices
• Free up CAM’s time
• Consistent Partner experience
• Source for Partner feedback
Vendor Benefits
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Objective Questions Learning and Recommendations
Identifying the Pain
What gives Partners the most trouble?
• System Access (37%)• Partner Onboarding (11%)• Education and Training (6%)
Defining the Scope
What areas and programs should the Helpdesk support?
• Become easier to work with,• Nurture stronger Partner relationships and loyalty, and • Develop a process of continue improvement
Using Effective Measures
How do you set and measure Service Level Objectives?
• There is no single perfect metric to measure the success of your Partner helpdesk
• Choosing the set of metrics based on your audience
Taking Action
How do you use the data to improve
Partner satisfaction?
• Establish a primary charter for Your Help Desk then identify your helpdesk requirements
• Plan and manage the set‐up, testing and deployment
Realizing the Advantage
How does this create a competitive advantage?
• A Partner helpdesk can fill a critical need when deployed as part of an organization’s overall strategy which provide benefits to both the Vendor and its Partners
A Final Review of What We Covered
Page 26 | © 2011|2013 Birch Worldwide All Rights Reserved
17‐May‐13
BILL KELLYe: bill.kelly@birchworldwide.comt: +1 707 790 8401
Birch Worldwide
© 2011|2013 Birch Worldwide All Rights Reserved
DAVE GRIFFITHSe: dave.griffiths@birchworldwide.comt: +44 (0) 118 912 1300
CONTACT DETAILS
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