The Evolution Of The Automated Contact Center

Transcription

1 McAfee Case Study The Evolution Of The Automated Contact Center Greg Sanders, Director Global Online Services April 23, McAfee, Inc. Inc.

2 Agenda 2 About McAfee Cost-Quality Paradox Breaking the Paradox at McAfee Building a Knowledge Management Culture Driving the Online Customer Experience Corporate ServicePortal Automated services Enhanced interactive services Consumer Service and Support website Managed customer experience

3 3 Delivering i best-of-breed b products and services that protect our IT systems and infrastructure Headquarters Santa Clara, California Web Site Employees Approximately 3,700 Revenues FY 2007: $1.308 B

4 McAfee Support Mission Statement 4 For McAfee customers to feel Confident I am Covered

5 McAfee Global Support Organization Countries 120,000,000 Desktops 15 Major Languages Professionals 24 x 7 x 365 Availability 100,000 Customer Contacts/Week 12,000+ KB Articles 250,000 Corporate Customers 30,000,000+ Consumer Subscribers Over 5,100,000 Annual Customer Contacts

6 Cost-Quality Paradox 6 How do you Improve Services AND Control Costs Tight Budgets but Expected Service Improvements Support budgets not growing at the same rate as overall company growth Do more with less Catalyst for innovation Solution Complexity More Products, Increased Complexity Growing Global Customers Tough Competition Mission Critical Support Technical Support for Security IS Mission Critical

7 Breaking the Paradox at McAfee 7 Developed Long Term Focus and Strategy Implemented smaller projects that built on strategy Strategic Arcs Measure results to gauge success Move onto the next component Drove Self-Service to Deliver Assisted Service Quality Customer diagnostic and repair tools Personalization and proactive service delivery Diagnostic, guided search with integrated knowledge resources Integrated Channels for Seamless Online Experience Easy escalation from self-service into support centers Customer data delivered with Service Request Drove Processes that Improved the Quality of the Product Positioned Support as part of the product life-cycle Primary driver of quality through customer information

8 Building a Knowledge Culture 8 Developed effective internal processes Global Document Flow Dedicated Global Online Services Team Top Issue Tracking Clear Business Benefits Customer Benefits Improved customer satisfaction and experience Improved KB content through customer empowered feedback Easy access to content customers want through top issue reporting Internal Benefits Vastly improved customer self-help solutions frees up staff for complex issues Increased efficiency on all customer interactions, leading to lower call times Consistency in documents makes locating information much simpler Centralized knowledge leads to shortened training time and solution consistency

9 Process / Approach to Knowledge Management 9 Known Issues Known Issue? Yes Solved in KnowledgeBase? Yes Reporting Increment KB Count Tracked via our CRM system, using KB document numbers as solutions TS Engineer No Found in other Location? Yes No Select Found in Other Area Case Closed Top Issues reported Weekly to Engineering g and Support Emerging Issues No Troubleshoot the issue Detail in Case Notes Solve Case Select Suggest KB Reporting for Top Issues List Weekly Report Cases flagged for Knowledge Analyst to research for potential KB articles using Suggest KB field Case Closed Publish Create Article? Technical Editor Edit Article Style Guide Readability Yes Knowledge Analyst Case Scrubs Top 10 Issues Mine for New Articles Knowledge Analyst Verify Write Article Send to TE Weekly Analysis Process Flow Chart - This process flow chart represents issues where Knowledge Analysts review flagged cases for new articles, and outlines the way we track and report on these issues. The majority of content created within the KB is started by the technicians who talk with the customers.

10 Driving an Enhanced Online Customer Experience McAfee Corporate ServicePortal 2007 McAfee, Inc.

11 McAfee s Award Winning Corporate ServicePortal 11 Self Healing McAfee Virtual Technician Self-Service Support by Reading KnowledgeBase, FAQs, Documentation ti Support by Seeing Video Tutorials Support by Doing Product Updates & Downloads Interactive Support Live Chat / Remote Support On-line Case Submission & Management

12 Self Healing: McAfee Virtual Technician 12 Automatically Solve Issues Convenient, automated, selfservice customer tool to analyze and resolve the most commonly known problems Improve Live Services Customer Environment delivered with Service Request to Technician in Assisted Support Improve The Product Data is fed back to engineering to ensure top issues are incorporated into MVT and ultimately fixed in the product MVT resolves 45% of customer issues without need for more help

13 Support by Reading: McAfee s KnowledgeBase 13 Over 10K KB Articles Quick links to top searches Hot Topics Recently Added Content Common Issues Refine search by product by document type Resolution Flows: Leading questions to refine answers FAQs Product Documentation Useful links

14 Support by Seeing: Video Tutorials 14 For Customers Who Learn Visually Tutorials Top Issues Product Demos How To Guides Link to Tutorial from KnowledgeBase Novice Customers

15 Support by Doing: McAfee Global Support Lab 15 An environment where Partners, Customers, Sales Teams and Support Engineers, are able to train, demonstrate and run simulated deployments on the most current McAfee technology - from anywhere in the world URL:

16 Live Chat Support & Remote Assistance Live Chat Support Direct from ServicePortal Remote Assistance Available to All Customers & Partners Enables faster resolution on difficult calls Set up time precludes use on all calls Integrated into Chat Support Allows engineer to view callers desktop Option to allows engineer to control callers desktop I have been using the chat support on the ServicePortal and I love it. Norma I. Valdez, Hyatt International Corporation McAfee GoToAssist Support Chat McAfee Support: Welcome to McAfee Support John@ corporate.com McAfee Support: Your representative has arrived McAfee Support: Sharing John s computer 16

17 Interactive Support: Case Management 17 If Self Service isn t successful, then provide seamless access to the Contact t Center Case Management Open Service Request Status Open Cases Manage Cases

18 Driving Unassisted Cases Online Corporate ServicePortal 18 Unassisted Cases Increased 19% Q4 07 over Q4 06 Assisted Cases Decreased 15% Q4 over Q1 Customer Success Rate Increased to 50% in Q % % % % MVT Success Rate over 45% KB Success Rate in Q4 49% KnowledgeBase Over 10, Published Articles Q1'07 Q2'07 Q3'07 Q4'07 Unassisted Cases Assisted Cases Success Rate 43% 41%

19 Driving an Enhanced Online Customer Experience McAfee Consumer Service and Support website 2007 McAfee, Inc.

20 Consumer Technical Support Homepage 20 Managed customer experience 3 Step process for free support options Automated solutions Self-help solutions Assisted support Branded experience 19 languages 100s of partners Partner co-branded support Focused content Assisted options based on partner desires

21 Step 1: McAfee Virtual Technician (MVT) 21 Goal Uninterrupted customer experience Challenge MVT applet was a popup solution Solution Built MVT interface into the webpage Integration MVT log files are attached to case

22 Step 2: FAQs and Search 22 Top level FAQs Dynamic based on views Ability to manually force documents in the list FAQs open in a new window Focused FAQ content 3 layers of drill-down Content based on Region Language Partner Video Tutorials Key links at the top of the FAQ Adding a Tutorial tab

23 Step 3: Chat & Support / Interactive Srvs 23 Customer enters information and describes issue SR number created and communicated Chat / Remote link form Phone number MVT log files are appended to the SR Fee based services are processed by the website Lower talk times

24 Community Forums 24 Technical Support forums Product specific Virus and Security Info General discussions Moderated d 4 McAfee employees Over 35 volunteers Volunteer program Beta participation Internal forums Direct access to tier 3 Free product

25 Driving Unassisted Cases Online Consumer Service and Support website 25 Over 60% of customer issues handles via automated and self help solutions

26 What s next: 2 Year Plan 26 Customized customer managed experience Personalized wizard type of support based on customer s issue Integrated Supportability applets and KnowledgeBase Detailed information captured and appended to case Web 2.0 Services Support blog & podcasts Wiki RSS feeds Expanded Video Tutorials Build on Communities Encourage a knowledge-centric customer culture through online communities Solutions embedded within the products Ideal Customer Experience, e whether e they start in the product or online Enhanced workflows through KnowledgeBase content Offer multiple paths to find content based on customer expertise

27 2007 McAfee, Inc. Thank You