Customer Self-Service Summit

Chaitra VedullapalliJanuary 26, 2008

Customer Self Service SummitSelf Service Framework

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Agenda

1. Introduction 2. A Glimpse Ahead3. Self Service Evolution4. 4 C Framework DRIVING BUSINESS IMPACT THROUGH THE SELF-SERVICE FRAMEWORK5. Case Study 1: Intuit 6. Case Study 2: Amazon.com7. Working Session : Your business8. Key Takeaways 9. Appendix

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Chaitra Vedullapalli

Sr. Director, Self Service Strategy 10 Years of Experience Key Areas :

• Scaling Business Through Self Service• Content and Localization • Enterprise Business Modeling (sales

execution) • Customer and Partner Satisfaction• Pricing and Licensing Programs

My Purpose in Life• Bringing people closer to help realize

their potential

Microsoft

Founded in 1975, Microsoft (Nasdaq: “MSFT”) is the

worldwide leader in software, services and

solutions that help people and businesses realize their

full potential.

Introduction

MYSELF MY COMPANY

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DEFINITIONOnline self service is a new approach to relationship management (CRM, ERM, PRM, SRM), a version of electronic support (e-support) that allows people to access information and perform routine tasks over the Internet, without requiring any interaction with a representative of an enterprise.

BENEFITS• Offers accessibility 24 hour-a-day • Lower cost as compared with telephone or email service by a

company representative. • Understand and Collect personal information about the people who

use it.• Scalable to drive global reach

Online Shopping Portal

According to Forrester Research: “The cost of the average Web self-service session is $1, compared to $10 for an email response and $33 for a telephone call.”

What Is Online Self Service?

Examples of Self Service Giants

Online Management of small businesses and personal finances

Online Customer Relationship Management

Online Advertising & Search Optimization

Online Social Networking

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A Glimpse Ahead

1. Social and Economic• Shifting Demographics• Information Economy• Evolution of Industry

2. Technology• Interaction with Information• Sharing Information• Understanding Information

Fundamental ShiftsSome Things We Are

Thinking About1. Social Networking2. Collaboration3. Mobility4. Communications5. Software6. Home vs. Office

Customers

Globalization

Consumerization

Software +

Services

Technology Convergence

Value Networks

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Self-Service Evolution

1980 1990 PRESENT

Interacting with information

Personal ExperienceLocal Reach

Assisted Experience National Reach

Online ExperienceGlobal Reach

Sharing Information Uni-Directional Bi Directional All Directional

Understanding Information

Scheduled and Limited Data Set

OnDemand and Limited Data Set

OnDemand and Unlimited Data

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Make self service as a deliberate business strategy (new business model) • Define Value Proposition (Customer, Employee, Supplier)

Manage return on investment (ROI) through self service investment framework

Deliver solutions using Self Service Framework

Measure business impact through performance scorecard (cost vs. impact)

How To Get Started

1

2

3

4

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CONTENT

CHANNEL

COMMUNITY

COMMERCE

4 C’s

Actively Listen

Customer Support

• Quality of products

• Cares about my needs

• Quality of resources

• Innovative

• Quality of my Account Team

• Ease of doing business

4 C’s Self Service Framework

A customer cares about:

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CONTENT Your Online Core Solution (Capabilities)Innovate on Experience (Creativity Framework)

4 C’s Framework

Actively Listen (Give feedback)

Customer Support (Get Help)

How Do I Get Started

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Case Study - Intuit

1. Personal Household

2. Small Business3. Banks and credit

Unions4. Healthcare

1. Quicken Online2. Turbo Tax Online3. Quick Books4. Digital Insight5. Quicken Health

1. Online Signup2. Training and

Marketing3. Ordering and

Fulfillment4. Online Support &

Feedback5. More- Slide#16

1. Library2. Marketplace3. Q&A, Help4. Wikis5. More

Vision revolutionize the way people manage their small businesses and

personal finances.

Address Customer Needs

• Personal Finance Solution - balancing the family checkbook

• Small Business Solution - manage their businesses

• Banking Solution – manage online banking

• Healthcare Solution - manage Health and medical expenses

CHANNEL

CONTENT

COMMERCE

COMMUNITY

4 C’s Framework

Company History: Founded: 1983, went Public: 1993, 8K employeesSolution - Online management of small businesses and personal financesMore info

CHANNEL

CONTENT

COMMERCE

COMMUNITY

4 C’s Framework

CONTENT

CHANNEL

COMMUNITY

COMMERCE

4 C’s Framework

CHANNEL

CONTENT

COMMUNITY

COMMERCE

4 C’s Framework

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Case Study – Amazon.com

1. Buyers2. Sellers3. Retailers4. Developers5. Partners6. Advertisers

1. Retail Websites2. Developers - Web

Services 3. Business Programs

- Sell, Build, Self Publish, Advertise

1. Single Profiling2. e-commerce

platform 3. Advertising

Platform4. Online Support &

Feedback

1. Associates2. Advantage3. Honor System

Vision find and discover

virtually anything they want to buy online.

Address Customer Needs• Buyers – e commerce platform

- low prices, vast selection, and convenience

• Sellers- enable third parties to sell products on our websites

• Developers – In cloud infrastructure services

• Partners – end to end solutions

CHANNEL

CONTENT

COMMERCE

COMMUNITY

4 C’s Framework

Company History: Founded: 1995,Solution - world-class e-commerce platform More info

CHANNEL

CONTENT

COMMERCE

COMMUNITY

4 C’s Framework

CONTENT

CHANNEL

COMMUNITY

COMMERCE

4 C’s Framework

CHANNEL

CONTENT

COMMUNITY

COMMERCE

4 C’s Framework

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Case Study – Working Example

1. Add Text 1. Add Text 1. Add Text 1. Add Text

Business Needs Customer Needs

CHANNEL

CONTENT

COMMERCE

COMMUNITY

4 C’s Framework

Company Profile

CHANNEL

CONTENT

COMMERCE

COMMUNITY

4 C’s Framework

CHANNEL

CONTENT

COMMERCE

COMMUNITY

4 C’s Framework

CHANNEL

CONTENT

COMMERCE

COMMUNITY

4 C’s Framework

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Make self service as a deliberate business strategy

Manage Return on Investment through self service investment framework

Deliver solutions using Self Service Framework

Measure business impact through performance scorecard (cost v/s impact)

Key Takeaways

1

2

3

4

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10th Business Process Management SummitSelf Service Framework

Appendix

Customer Expectations Have Gone Up1 3Fundamental Shifts

Make Self Service Your Business’ Key Strategy

Impacts• How customers buy and connect• What customers buy and use

Customers

Globalization

Consumerization

Software +

Services

Technology Convergence

Value Networks

5 Key Highlights To Remember

2 Competition Is Tough and Getting Better

The Self Service Ecosystem• The Self Service Ecosystem has

become a Competitive Battleground

Importance of helping customers

Effectiveness of Self Service

LowLow High

High

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CONTENT

CHANNEL

COMMUNITY

COMMERCE

4 C’s

Actively Listen

Customer Support

Make self service as a deliberate business strategy

Manage Return on Investment through self service investment framework

Deliver solutions using Self Service Framework

Measure business impact through performance scorecard (cost v/s impact)

1

2

3

4

Key Takeaways

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3Year Roadmap - Example

Fix the Platform /

Establish the Foundation

Build

FY07Simplify and Consolidate

Measure

Stabilize

FY08Realizing the

Benefit

FY09Accelerate the

Platform

Build platform Launch

Integrate

Enhance

Expand

StabilizeInnovate

Delivered online/offline experience

Deploy

Expand               Converge

Consolidate

Standardize

Improve

Accelerate

Sup

plie

rE

mpl

oyee

Cus

tom

er

17

Innovation Map

HMW accelerate Growth

HMW increase customer satisfaction?

HMW stay ahead of our competitors

HMW deliver profitability promise to our partners

HMW increase supplier Opportunities to expand their business

HMW inject more work into our work (employee productivity)

HMW make it easier for our partner to work with us

HMW increase passion for partners in MS

HMW better validate our capabilities with Partner & Customer

Why?

What’s stopping?

Innovation Framework Suggestion• Simplex• Strategyn