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Building the business case for online self-service
July 17, 2014
Gerry [email protected]
www.customercarewords.com
@gerrymcgovern
Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Volume vs Complexity
LO
W V
OLU
ME
H
IGH
VO
LU
ME
LOW COMPLEXITY HIGH COMPLEXITY
Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Staffing Cost vs Vulnerability
LO
W S
TA
FFIN
G C
OS
T
H
IGH
STA
FFIN
G
CO
ST
ENABLED CUSTOMERS VULNERABLE CUSTOMERS
LOW ONLINE DEMAND HIGH ONLINE DEMAND
LO
W S
TA
FFIN
G C
OS
T
H
IGH
STA
FFIN
G C
OS
T
Sweet Spot for Web Self-Service
Compl
ex
Com
plica
ted
Sim
ple
Self-service Sweet Spot
Face-to-Face Sweet Spot
Phone Sweet Spot
Asylum seeking
Planning permission
Standard contract questions
Page 6
Face to Face
Phone
Web
$0.00 $200.00 $400.00 $600.00 $800.00 $1,000.00
$797.00
$162.00
$0.06
Investment Per Task Completion
4 cent online$2.40 by phone
2003
Task management on the website Page 8
Face to Face
Phone
Web
£0.0
0£1
.00
£2.0
0£3
.00
£4.0
0£5
.00
£6.0
0£7
.00
£8.0
0£9
.00
£10.
00
£9.00
£4.00
£0.30
Investment Per Task Completion
Expensive support model
MS employee
$33
$10
$1
LCA
“Nearly 60% of all phone interactions saw the customer start on the company’s website.” The Effortless Experience
Microsoft Example: user’s mental model
Old navigation:
New navigation:
Trademarks
Fictitious Names
Marketing
Fictitious Names
16% of participants found the topic.
100% of participants found the topic.
Task: You are looking for a person’s name to use in an example in a whitepaper.
Aug Sep Oct Nov Dec Jan-09 Feb Mar Apr May Jun Jul Aug Sep0
20
40
60
80
100
120
140
160
Channel Fixed Cost Variable Cost
Web £40,000 £0.27
Phone £15,000 £3.76
Face-to-Face £5,000 £9.34
Face-to-Face
Break even: Phone vs face-to-face Face-to
-Face
Phone
Break even: Web vs face-to-face
Break even: Web vs phone
Simple,
High Volum
e
Simple,
High Volum
e
Simple,
High Volum
e
Simple,
High Volum
e
Simple,
High Volum
e
Simple,
High Volum
e
TOP TASKSTINY TASKS
Content Publishing activity
Task management on the website
Customer satisfaction with UK Council channels (2008 – 2012)
Waste and Recycling
October 2008Telephone and web transactions
Telephone 2202 92%
Web 203 8%
Total 2405 100%
Waste and Recycling
April 2009Telephone and web transactions
Telephone 1946 33%
Web 3922 67%
Total 5868 100%
@gerrymcgovernUpcoming WebinarsSep 11: The Core Model: A novel approach to designing for Top Taskshttps://www2.gotomeeting.com/register/857076666
