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

1© 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE 1© 2015 Support.com, Inc. All Rights Reserved. | CONFIDENTIAL – DO NOT DISTRIBUTE
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
1
2
3
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

4
Self-Service
and Changes
in Customer
Behavior
1

•  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
4xMore 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

2
11
How is
Self-Service
Impacting the
Demand on
Support Agents?

What Does Today’s Support Journey Look Like?
SaaS
IoTMobile
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

16
How are
Companies
Adapting their
Approach to
Support?
3

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
Damien.Howley@Support.com

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

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