19. “User Focused” and Omnichannel
• Case study: Cisco Consumer Products Support
– Guide customers to the channel it determines
will suit them best
• Technology gurus = online support
• Less technical expertise = simple step-by-step
instructions
• Eliminated e-mail
– In 2006, only 30% of customer contacts were
handled through web self-service
– Today: 84%
19
Source: Harvard Business Review
30. Where To Begin?
• Service Design
– Qualitative Research
– Find out what you don’t
know
– Plug the gaps
– Create a strategic
roadmap
• Omnichannel Strategy
– Has to start with Project
Zero
– Customer data
repository
– Specifically around
customer interactions
– Access to quantitative
data
One of their first findings was pretty obvious. They had a product development group with actuaries and so on, who were in charge of developing their different “products.” This clued them in to the shift that had to be made in their organizational culture.
What are products really? An insurance policy is not a product, although we may think of it as one. It cannot be held in the hand. Cannot be inspected for quality, flaws, or damage.
The experience of a physical product is made up of using the physical thing. Taking the picture, carrying the purse, riding your bike.
The experience of an policy is made up of the interactions you have with the insurance company.
What are products really? An insurance policy is not a product, although we may think of it as one. It cannot be held in the hand. Cannot be inspected for quality, flaws, or damage.
The experience of a physical product is made up of using the physical thing. Taking the picture, carrying the purse, riding your bike.
The experience of an policy is made up of the interactions you have with the insurance company.
SDN = Service design network
, having found that it didn’t reliably reduce customer effort. (Our research shows that 2.4 e-mails, on average, are needed to resolve an issue, compared with 1.7 calls.)