Moving from Traditional to Connected Support: Delivering Better Customer Experience and Brand Value

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Delivering Better Customer Experience and Brand Value

December 4th, 2015

Moving from Traditional to Connected Support:

Damien Howley Senior Director of Customer Success

My Background

© 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 2

•  SaaS focused - Mainly product and professional services - Startups

•  Customer Success - Designing and implementing CS programs

•  Self-Service - Customer Success Centers (For prospects and customers)

- KCS (Knowledge Centered Support)

Topics


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Self-service and changes in customer behavior

How self-service is impacting the demand on support agents

How we’ve seen companies adapting their approach to support

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Self-Service and Changes in Customer Behavior

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•  Have access to a lot more information

•  Less dependent on facilitated learning

•  More vulnerable to bad experiences

•  More sensitive and have less patience

•  Have higher aspirations to excel with a product

Customers are Changing


They Have New Preferences for Learning


76 % Prefer Self-Service

4x More Likely to be Dissatisfied by an Agent Interaction

•  Low effort •  Instant gratification •  In-product, In-app, In-device •  Contextually relevant •  Rich (Caters to the experts) •  Accessible (Can Google it)

They Expect More


•  Everyone “knows enough to be dangerous”

•  Increased desire for expertise

•  Expert status can drive a career

They’re Learning Pre- and Post-Sales


CEB - 2014

Learn Define Needs

Assess Options

Make Decision

56% through vendor selector. Contacting a Sales Rep

Research Mode: Self-Service

They’ll Go to the Source with the Best Service


•  Support and service is part of your brand

•  Your self-service voice can be stolen

•  Forums, blogs, competitors can hijack your “research mode” traffic

•  Knowledge and recognition are a big draw •  Google

•  LinkedIn

•  Quora

•  Salesforce

They’re Leading a Paradigm Shift in Support


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How is Self-Service Impacting the Demand on Support Agents?

What Does Today’s Support Journey Look Like?


SaaS

IoT Mobile

Product

Community

Documents

Knowledge

Self-Service

Search Engines

Ticket System

Phone

Chat

Agent Support

Deflection

How Do I Deflect More?


•  Deflection can be good and bad •  Does deflection mean cost-savings?

•  What the top-line?

•  Consider deflection a filter

Complex Problems

Simple Problems

Self-Service is Changing Demand on Agents


Traditional

Break/Fix Trouble Shooting

Onboard Enablement Omnipresent Support

Connected

Is Agent Support “BAD” Now?


•  Agents are traditionally product experts

•  Agents are traditionally measured by efficiency metrics

•  Agents aren’t equipped to offer end-to-end service delivery

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How are Companies Adapting their Approach to Support?

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We’re Seeing a Culture Change


•  A noticeable shift from Support to Customer Success

•  Increased focus on customer experience

•  Changes in core company values

•  Looking at the top line

•  Company-wide emphasis on the customer

Core Values Core

Values Customer Success

Customer Experience

What are Companies Focusing on Now?


•  Lifetime Value

•  Adoption

•  Satisfaction

•  Utilization

•  Renewal

•  Onboarding

•  Training

•  Agents with industry expertise are excelling

•  Entry level agents are harder to ramp-up

•  Agents are costing more

•  L1s (level 1 agents) are asked to bring value and direction to the table

•  L2s (level 2 agents) are asked to have previous implementation experience (PS, SE)

•  Support positions are being pitched differently

How are Companies Hiring Agents?


How are Agents Being Measured?


•  AHT •  FCR •  MTTR •  Closed cases quota •  Speed •  Efficiency

Traditional Support

•  NPS •  CSAT •  CES •  Education •  Expertise •  Adoption •  Utilization •  Passion •  Advocacy

Connected Support

How are Agents Behaving?


•  Value quality (NPS, CSAT, CES)

•  Leave cases open (follow-up opportunities)

•  Best support mediums (phone & screen-share)

•  Inform the product •  Aspire to be experts •  Know the product & industry

What Tools are Agents Using?


•  High-value mediums (phone, screen-share, remote-control)

•  Guided instruction (step by step)

•  Co-browsing

•  Remote desktop control

•  Remote mobile and camera control

•  Screen and mobile annotation

How are Agents Being Supported at the Point of Need?


•  Knowledge, lots of knowledge

•  Customer insights

•  Customer utilization analytics

•  KCS – Knowledge Centered Support

–  Agents are included in the feedback loop

How are Companies Structuring Support?


Traditional Company

Product

Engineering

QA

Support

Pro Services

Money

SDR

Account Management

SE

Connected Company

Product

Engineering

CS

Support

Onboarding

Account Management

SE

QA

Sales

AE

SDR

Outcome Ownership 100% Customer

Outcome Ownership Shared


Thank You [email protected]

Software

Moving from Traditional to Connected Support: Delivering Better Customer Experience and Brand Value