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©2015 LinkedIn Corporation. All Rights Reserved.
Disrupting the Customer Journey:Blurring the lines between Marketing, Sales, and Service in a Members’ First World
Gartner Customer 360 Summit – September 9th, 2015
Andy Yasutake, LinkedInDirector, Global Technology Solutions & Operations – GCO
www.linkedin.com/in/ayasutake@yasusasu
2
Who Am I?
GCO©2015 LinkedIn Corporation. All Rights Reserved.
:The World’s Largest Professional Network
What do Customers Expect?
What Are We Solving For?
How We Get There: The Journey Ahead
The Journey Today
Create economic opportunity for every member of the global
workforce
Our Vision:
4
The world’s largest professional network
~$2.2B+ in Revenue 2014; ~40%YoY
5
Connect the world’s professionals to make them more productive and
successful
The Mission:
For Our Members (B2C)“Members First”
6
C O N N E C T
with your professional
wor ld
S TAY I N F O R M E D
through
professional news and
knowledge
G E T H I R E D
and bui ld
your career
For Our Customers (B2B)
7
H IR E M A R K E T SEL L @ W O R K
Enable passive recruiting at
massive scale
Identify and engage professionals with
relevant content
Transform cold calls into warm
prospects
Connect with yourcolleagues
professionally
Connecting talent with opportunity at massive scale
Members Companies Jobs Skills Schools Knowledge
380M+ 6M+ 4M+ 10K+ 24K+ Billions
As of July 31st 2015
8
THE ECONOMIC GRAPH
©2015 LinkedIn Corporation. All Rights Reserved.
Dream Big Get shit done
Know how tohave fun
Where Can We Go if We Dream Big?
9
©2015 LinkedIn Corporation. All Rights Reserved.
What do customers expect?Customer Experience Industry Trends
GCO©2015 LinkedIn Corporation. All Rights Reserved. 11
By 2016, one in four will own two or more mobile devices, and
about 9% will own three or more.
98% of consumers move sequentially between screens and devices to complete a task
By 2018 there will be more than 10 billion mobile-connected devices;
1.4 mobile devices per capita
Reviews and Word of Mouth are increasing their influence on consumer trust (3-5X more than TV/radio ads)
80% of consumers are more likely to recommend a brand
that offers a simpler experience
Sources: Accenture, Interbrand, Juniper Research, Google, Jack Morton 11
The Customer is changing in the Internet Age
44% of consumers have higher customer service experience
expectations than one year ago
11
GCO©2015 LinkedIn Corporation. All Rights Reserved. 12
Customers are empoweredDelight and disdain
will be broadcast Switching is easier than ever
Platforms and devices change the playing fieldMedia, devices and platforms continue to be democratizedPace of technology and device innovation is unprecedented
There is a new face of competitionNew digital competitors are re-imagining servicesNew partnerships and new ecosystems being formed
Engagement is on their termsThe “funnel” is not linear, nor circularLines are blurring between marketing, commerce and service
12
Customer Expectations
Digital realities are always online
12
GCO©2015 LinkedIn Corporation. All Rights Reserved. 13
DELIGHTING YOURCUSTOMERSUnderstand your customer to design delightful multi-channel experiences and servicesRelevant, Elegant, Simple
RE-ORIENTING YOUR BUSINESSTransform the business and operating models towards customer-centricity and agility while infusing innovation and analytics into the core cultureEffective, Agile, Delivers ROI
FLEXING YOUR PLATFORMPower the business and customer experiences by optimizing the marketing, content, and commerce technology and operations —scaled as needed to performRobust, Scalable, Deployed Fast
Exceeding customer expectations requires key elements
13
GCO©2015 LinkedIn Corporation. All Rights Reserved.
Time
Bus
ines
s B
enef
its DisruptNew products and services
Redefine customer expectations
New distribution models
Create new value propositions
DifferentiateCreate new customer experiences
Pivot business model using digital
OptimizeDefend your core business and meet customer expectations
Unlock efficiencies for customer interactions
Customer
Business
Platforms
By merging these elements, breakthrough outcomes are possible
14
GCO©2015 LinkedIn Corporation. All Rights Reserved.
DisruptDifferentiate
Optimize
Differentiated and
Personalized Experiences
Design experiences to match budget and need
No more one-size-fits-all! 4
Redefine Customer Service
Workforce
Maximize the value of every touch and rethink roles and functions
It’s the doctor that makes the difference!
3
More “Do it Yourself”-- Channels
Optimize processes and take advantage of emerging channels
2
Help me help myself!
Increased Customer Control
Give me control and I won’t risk losing it! 5
Put the power in customers hands
Tighter Channel
Integration
1
Don’t make me repeat myself!
Move from multi-channel to cross channel, integrating digital channels
Adopting service capability trends drive business results
15
What Are We Solving For?
GCO©2015 LinkedIn Corporation. All Rights Reserved.
Box.com
Apple
Amazon
Zappos
eBay
Minimalist Moderate Significant
Friendly, brand-building experience
Lack of product knowledge; slow
Fast, efficient, knowledgeable
Non-inspirational experience
Efficiency
Experience/Empathy
PinterestDropboxTechcrunch
Mashable
Indeed
PayPal
Customer Service Delivery
Internet companies provide varying levels of service in line with their brand promise
17
GCO©2015 LinkedIn Corporation. All Rights Reserved. 18
MinimalistService relatively unimportant to brand promise or competitive differentiation.
SignificantModerateService an important
component of offer, but not a core element of experience
or brand.
Service is key differentiator and
integral to the brand promise.
The Customer Service Continuum
Today
LinkedIn’s Marketing + Customer Support + Experience Journey
GCO continues to be a key enabler of the customer lifecycle to drive engagement and maximize value among members and customers
LinkedIn continued to invest in customer operations at scale with a mission to Educate, Empower, and Engage customers so they can maximize their experience
GCO formed with 11 employees in Omaha and grew to almost 700 employees globally in seven years
2007- 2012:
2014:
Future:
GCO originally moved from the LinkedIn Product Organization to Marketing and is now back in Product
2013:
Where do we want to be?
GCO©2015 LinkedIn Corporation. All Rights Reserved.
Opportunity to Continuously Improve the Member Experience
0%
20%
40%
60%
80%
100%01
-12
01-1
901
-26
02-0
202
-09
02-1
602
-23
03-0
203
-09
03-1
603
-23
03-3
004
-06
0
SLA % by Queue Group
4-13
04-2
004
-27
05-0
405
-11
05-1
805
-25
06-0
106
-08
06-1
506
-22
06-2
907
-06
07-1
307
-20
07-2
7
Enterprise Free Premium
Mobile % of Total
Members expect more consistency in service
Members are engaging with LinkedIn differently
SLA’s are often below 85% target and inconsistent
Agent productivity is highly variable due to manual processes and inherent knowledge
~5% of cases are originated from mobile devices; however, ~50% of member activity is via mobile “Mobile Moment”
Members are demanding more high touch, real-time interactions (95% chat CSAT)
19
GCO©2015 LinkedIn Corporation. All Rights Reserved.
Service Expectations for Members and Customers Continue to Rise
Members’
Experience
Variance
Time
Negative Interactions
PositiveInteractions
Reactive
Tool ExpansionEscalation Tracking
Social Media Case Integration
Integrated Systems
Emulation/Simulation
ProactiveAutomated Billing
Automated Onboarding
Geo FencingProactive Insights
Proactive Issue Notification
20
How We Get There: The Journey Ahead
GCO©2014 LinkedIn Corporation. All Rights Reserved.
LinkedIn’s ‘Members’ First’ Culture: Enabling our Journey
22
EfficiencyPrevention Deflection Add Value
LinkedIn’s Culture
Products Sales / Marketing
+ =
GCO©2015 LinkedIn Corporation. All Rights Reserved.
EmpathyObservation Action
Surface rich and relevant insights
Educate, inspire, and understand
Drive impact @ scale
Measurement
Monitor and track against
goals
Voice of Member: For Members & Customers
23
GCO©2015 LinkedIn Corporation. All Rights Reserved. 24
Awareness
Acquisition
EngagementRetention
Re-activation
RIGHT CHANNELType | Delivery | Device
RIGHT MEMBERType | Audience | Persona
RIGHT OFFERCTA | Type
RIGHT TIMEMember Experience
Member Lifecycle: Provide the member the right offer/experience, the right channel, at the right moment of the truth, at the right time
GCO©2015 LinkedIn Corporation. All Rights Reserved. 25
IntelligenceWhat will happen next?
KnowledgeWhat will happen?
DataWhat happened?
InformationWhy did it happened?
Insights Driving Decisions from the Outside
GCO©2015 LinkedIn Corporation. All Rights Reserved. 26
Closing the Loop
Visited marketing website, downloaded white paper
Act
ive
Sign
als
Social Media status updates Profile/role changes on LinkedIn
Marketing or sales have not contacted in X months
Customer hasn’t used product in the past few weeks
Renewal dates, anniversaries, birthdaysPass
ive
Sign
als
Leverage Big / Small Data to surface active and passive signals as input to Sales / Marketing
Sample Signals Triggers
GCO©2015 LinkedIn Corporation. All Rights Reserved.
Strategic Capability Phases for our CX Journey
“Service Excellence”
“Best in Class”
“Brilliant at the Basics”
•Deliver consistent service levels at target or better for sustained periods•Increase automation and integration for case management•Improve resource forecasting, scheduling, and planning across all operations functions•Focus on improving employee engagement and satisfaction with their tools• Consolidate multiple Help Centers into an integrated platform scaled to support
• Expand interaction channels for our members and customers• Introduce Rich media and interactive content • Increase cost efficiencies and minimize productivity churn• Scale to meet emerging market needs as LinkedIn grows
• Best in Class Service Levels with minimal variance• Leverage the Community completely• Integrated Single view of the Customer• Service as a Proactive Value Center
27
1. Customers don’t care about organizational boundaries; Break them down ASAP
Key Takeaways
3. Leverage all your company’s assets to disrupt, compete, and win!
2. Focus on “Outside-In” and “Member and Customer First” in all you do