Case Deflection at Sophos: a Case Study

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1 Case Deflection at Sophos: a Case Study Sophos Global Support Services Webinar Hosted By info@servicestrategies.com Corporate Office Presenter Dave Jobling Global Knowledgebase and Communities Manager 1

2 The Webinar is listen only and is being recorded A link to the session recording and a PDF of the slide deck will be sent to all registrants afterwards To submit questions, use the Question Panel of the GoToWebinar console Visit the Service Strategies Network group on LinkedIn to continue today s discussion 2

About Service Strategies A Global Service Improvement Company Service Strategies provides consulting, training, industry standards and certification programs that help you deliver better service to

3 About Service Strategies A Global Service Improvement Company Service Strategies provides consulting, training, industry standards and certification programs that help you deliver better service to your clients Programs available to improve the performance of eservice, Support, Field Service and Professional Services operations The Service Capability & Performance (SCP) Standards The SCP Standards have been recognized as the global benchmark of service excellence for the past 15 years. SCP Career Certification and Training Programs Over 5000 service professionals worldwide have attained certification under our industry leading training and certification programs. 3

4 Webinar on Multi Vendor Support Challenges : July 18, 2013 Guest speaker Paul Esch of TSANet will discuss issues and challenges in multi vendor support. TSANet 20 th Anniversary Event : Sep 10 12, 2013 in San Jose Service Strategies will be sponsoring the TSANet event in September. We hope you can join us. Service Strategies Executive Forum : Oct 8 9, 2013 in Boston Our executive forum event brings together leaders from technology service organizations to share their challenges, experiences and discuss the future of the industry. 4

About Dave Jobling Global Knowledgebase and Communities Manager Sophos Global Support Services 20 years in software documentation 7 years with Sophos Global Support Services (GSS) Global

5 About Dave Jobling Global Knowledgebase and Communities Manager Sophos Global Support Services 20 years in software documentation 7 years with Sophos Global Support Services (GSS) Global knowledgebase and communities manager: English and localised KBs Online communities for customers and for consumers of free tools Twitter account YouTube hosted video clips in lined in KB articles KCS across 9 sites (8 countries, 5 languages) Presentations to the industry: Effective Metrics for Knowledge Management (SGSA, 2009) The Challenges of Integrated Multi Channel Support (SGSA, 2012) Online Communities in Support (webinar: Service Strategies, 2012) Case Deflection at Sophos: a Case Study (webinar: Service Strategies, 2013) 5

rates (90+%) 12,000+ channel partners OEM Partners: Cisco, IBM, Juniper, Citrix, Lenovo, Rackspace Key development

6 Sophos Snapshot Founded 1985 in Oxford, UK Appx. $400 million in FY13 billings Appx. 1,600 employees Over 150,000 customers Over 100 million users HQ in Oxford, UK and Boston, MA Best in class renewal rates (90+%) 12,000+ channel partners OEM Partners: Cisco, IBM, Juniper, Citrix, Lenovo, Rackspace Key development centers: Abingdon, UK; Vancouver, BC; Karlsruhe, Germany; Linz, Austria; Budapest, Hungary 20+ additional offices worldwide Sophos in Oxford, UK 6

Sophos Major Global Sites Vancouver Canada 153 San

Wiesbaden Germany Oxford Karlsruhe Germany 167 101 Aachen

Germany 28 Budapest Hungary 64 Singapore 50 Tokyo Japan 40

7 Sophos Major Global Sites Vancouver Canada 153 San Francisco Bay Area 10 Others The World 150 Boston MA 240 Wiesbaden Germany Oxford Karlsruhe Germany Aachen Germany 96 UK 423 Paris France 47 Linz Austria 60 Dortmund Germany 28 Budapest Hungary 64 Singapore 50 Tokyo Japan 40 Manila Philippines 30 Total Sophos Employees 1,656 Sydney Australia 50 7

8 Leading Global Enterprises Trust Sophos 8

9 Complete Security, Made Simple Complete Security Network Servers Devices Anti Malware Next Gen Firewall Antimalware and IPS URL Filtering Network Access Control Webserver Protection Anti Malware Mobile Encryption Patch Assessment Wireless VPN Anti Spam Encryption Virtualization Application Control Device Control Encryption for Cloud Endpoint Web Protection Made Simple. Simple Deployment Simple Protection Simple Management On premise Virtual Cloud User self provision Active Protection real time protection powered by SophosLabs Live lookups via the Cloud SophosLabs experts tune the protection so you don t have to Intuitive consoles: On Premise or From the Cloud Backed by expert support 9

10 Threat Volume 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000, Total Malware 250,000 Source: SophosLabs 2013 previously unseen files received each day within SophosLabs

11 Responsive Help When You Need It Unrivalled, Business Focused Support and Services for Your Business From Your Preferred Sophos Partner Local solution partners in major countries around the globe Unrivalled local support capabilities with direct access to Sophos product specialists From Sophos Immediate access to knowledgeable technical experts, 24x7 Our staff, speaking your language with no restrictions, limits or barriers to access Online Resources Knowledge base with video tutorials Vibrant online user communities 11

12 Case deflection: achieving it, measuring it Bottom left: case deflection is low, but you don t know how low Bottom right: case deflection is low and you ve got a good idea of how low Top left: case deflection is high but you don t know how to put that fact to good use Top right: case deflection is high and you can quantify it to build credible business cases (for more investment) and action plans (to turn investment into systems improvements, to get more deflection return on the investment) 12

13 A typical monthly case deflection report The top two lines Case deflection (D) in May 2013 was 39.54%, up 1.73 points from April 2013 (37.81%). Lots more numerical stuff to provide context for the 39.54% figure... How did we measure this? And is there a one size fits all case deflection methodology out there? * 13

14 The case deflection formula deflection_ html The Service Strategies formula for measuring case (service) deflection (D): user sessions new web cases %confirmed deflection user sessions new web cases total case volume User sessions = total human visits to all deflection domains (English and localised knowledgebases + SophosTalk community) New web cases (received via the web forms) = currently estimated as 39% of all electronic cases %confirmed deflection = the number of article ratings received that stated Did this article solve my problem? = Yes Total case volume = phone cases plus electronic cases ( , web forms) 14

15 Building the case deflection infrastructure Case deflection domains: English and localised knowledgebases SophosTalk online community: acts as annexe to the KBs Metrics: Site visits: Google Analytics (user sessions): Only count visits to web components with explicit case deflection function Eliminate very short visits (non human agents) and very long visits (expired sessions) Case volumes: internal accounting (new web cases, total case volume) Customer satisfaction (%confirmed deflection): Started off with annual Loyalty Surveys Replaced them with real time KBA forms: Did this article solve my problem? Yes/No Methodology and tools: Service Strategies formula Classic statistics: populations, sample sizes, confidence levels, confidence intervals Satisfaction (S) and case deflection (D) calculators Promotional systems to achieve satisfaction feedback in volume 15

16 Deflection domains and promotion 16

KBA forms: input to %confirmed deflection May 13 Rating Yes No Totals R=6 (Excellent) 164 8 172 R=5 63 6 69 R=4 19 22 41 R=3 10 31 41 R=2 1 43 44 R=1 (Very poor) 4 261 265 Totals 261 371 632 S 41.

17 KBA forms: input to %confirmed deflection May 13 Rating Yes No Totals R=6 (Excellent) R= R= R= R= R=1 (Very poor) Totals S 41.30% S = % of all visited/rated articles for which the answer to Did this solve your problem? was Yes. Sample size = 632 visited/rated articles in May ratings not used in calculating case deflection used in judging article and KB quality, and improving content. Comments provide context and detail. Data from web forms injected directly into KB content database part of standard reporting. 17

The satisfaction (S) calculator: input Ratings Date Yes + 6 Yes + 5 Yes + 4 Yes + 3 Yes + 2 Yes + 1 Total Yes Total KBA ratings Percentage % satisfaction (S) May 2013 164 63 19 10 1 4 261 632 41.

18 The satisfaction (S) calculator: input Ratings Date Yes + 6 Yes + 5 Yes + 4 Yes + 3 Yes + 2 Yes + 1 Total Yes Total KBA ratings Percentage % satisfaction (S) May Statistical significance of ratings Population Sample 95% 99% KBAs published Unique KBAs visited (GA) Unique KBAs rated % published % published KBAs visited KBAs rated % visited KBAs rated Confidence interval (I) at 95% S I (95%) S + I (95%) Confidence interval (I) at 99% S I (99%) S + I (99%) 3,693 2,

19 The satisfaction (S) calculator: output 80 Customer feedback satisfied (95% and 99% confidence levels) "Did this solve your problem"= Yes 8,000 S, S+I, S I May 2012 Jun 2012 Jul 2012 Aug 2012 Sep 2012 Total KBA ratings , % satisfaction (S) Confidence interval (I) at 95% S + I (95%) S I (95%) Confidence interval (I) at 99% S + I (99%) S I (99%) Oct 2012 Nov 2012 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013 May ,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Total KBA ratings (sample size) 19

20 The case deflection (D) calculator From Google Analytics: total visits to KBs and the SophosTalk community Date sophos.com sophos.de sophos.fr sophos.co.jp sophos.it es.sophos SophosTalk community User sessions May ,092 27,271 11,759 22,416 5,029 5,380 74, ,839 From scorecards From Customer feedback (S) Deflection achieved Phone cases Electronic cases Total case volume New web cases Satisfaction (problem solved = Yes) D D (%) Total case volume before deflection Cases deflected 6,319 9,651 15,970 3, ,285 6,315 20

21 A typical monthly case deflection report Case deflection (D) in May 2013 was 39.54%, up 1.73 points from April 2013 (37.81%). Satisfaction (S) was 41.30% Did this solve my problem? = Yes votes (up from 39.45% in April) from a sample of 632 ratings received. S drives 95% of variability in the SCP formula, site visits the other 5%: Site visits (to the English and localised KBs, and to SophosTalk) increased by 1.8% from 356,410 in April to 362,839 in May. At 95% confidence: S plus/minus a confidence interval (I) of 5.22 gives a customer satisfaction range of to 46.52%, translating into case deflection of to 44.54%. At 99% confidence: S plus/minus a confidence interval (I) of 6.87 gives a customer satisfaction range of to 48.17%, translating into case deflection of to 46.12%. 21

22 In English, please? I can be 99% confident that, given the satisfaction and visits numbers I got in May 2013, we deflected somewhere between and 46.12% of all potential support cases. So, there remains a 1% chance that the deflection achieved was not between to 46.12%? That s correct. Well zero lies outside those values. Could it have been 0%? Statistically, yes, but it wasn t, because we had 261 responses out of 632 saying this article solved my problem. Could it have been 100%? Statistically, yes, but it wasn t, because I m aware of no Support teams staying in bed for the whole of May

23 Case deflection measured/achieved Cases opened, cases deflected, rate of deflection (D) 36, , Cases opened, cases deflected 28,000 24,000 20,000 16,000 12,000 8, D% 4, Total cases opened Total case volume before deflection D (%) 23

24 Case deflection achieved 36,000 Cases opened, cases deflected, rate of deflection (D) , Cases opened, cases deflected 28,000 24,000 20,000 16,000 12,000 8,000 4, D%

25 Case deflection achieved 45,000 Sophos cases opened, annual revenue , , , Cases opened 25,000 20, Revenue ($M) 15, , , Revenue Total cases opened Linear (Total cases opened) 25

26 Case deflection: what s the saving? Summing last 12 calendar months gives annual average value of D for whole of FY13 = approx 33% So, GSS was able to operate with about one third fewer heads than we d have needed had those cases not been deflected English speaking staff in FY13 was approx 90 heads Therefore we saved the equivalent of 30 heads The global average cost of a Support head was $60k So Case deflection at Sophos saved at least $1.8M in FY13 So, I know the effort is worthwhile $ s return on investment And I know what I can afford action plan to re invest my ROI 26

27 Case deflection: what s next at Sophos? Measuring deflection: Why only at least $1.8M? Doesn t include savings on 40 non English speaking heads to be factored in at a later date when we understand it better Non EN KBs are smaller, so assumed to have lower impact need to quantify the differences Why not calculate savings based on 33% of cases? Probably succeeding best at lower end of case complexity spectrum hard to factor in the cost differentials Also makes it doubtful we can quantify savings on deflected escalations Can we measure the independent impact of video clips? Not all visits to case deflection videos are from KBAs what about direct access from search engines, etc? 27

28 Case deflection: what s next at Sophos? Achieving deflection: Content creation driven by more accurate audience profiling Focus on strategic, growth product ranges e.g. Unified Threat Management (UTM), Sophos Mobile Control, Sophos Cloud Identification and prediction of customer/partner pain points More work on processing customer feedback (ratings, comment) More videos to offset perception that complexity = low quality More promotion of the Online Support channels phones and are not the default channels Reinforce KCS for internal content in volume include Manila Reinforce peer to peer via communities for the external, customer view Achieve both one off (transactional) and systemic (relational) deflection One last thing 28

29 Wrapping up * 29

30 Contact details Dave Jobling: find me on LinkedIn Service Strategies formula: When I see that I am wrong, I change my mind. What do you do? John Maynard Keynes Thanks for listening. Now for some Q&A. 30

31 Webinar Hosted by Corporate Toll Free 31

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