Archive for the ‘social media’ category

Announcing the 2013 TSIA Social Media Survey: Now Open!!!

December 3, 2013

Earlier this year I took over TSIA’s social media research. In previous years, we did a social support survey that collected information on how technology companies were using various social approaches to interact with customers. What became obvious to me from last year’s survey data, as well as my annual spending and adoption survey, was that while most technology companies (over 80%) now have a customer community in place, less than half of B2B tech firms were doing anything support related via social media (Facebook, Twitter, LinkedIn, etc.). My goal for 2013 was to split TSIA’s social research into 2 streams: one for online communities, where we have a lot of momentum and can begin establishing pacesetter practices; and another for social media support, which is earlier in the adoption curve with many companies still trying to understand the use cases.

As 2013 nears its end, I’m happy to say I’ve accomplished this goal. At our recent Technology Services World Conference, I launched a new Community Benchmark program, allowing TSIA members to take a brief 50 question survey and receive an in-depth look at how their online community program compares to their peers. If you’d like more information on the Community Benchmark or want to know how to participate, here’s a link to an OnDemand webcast with all the details.

The 2nd part of the goal was to launch a new annual survey specific to social media. Today that goal is also complete, and I declare the TSIA 2013 Social Media in Support Survey NOW OPEN! Here’s a link to participate: https://survey.vovici.com/se.ashx?s=7E212C5956FF20E3

This short, 20 question survey is open to all customer support personnel in all industries, in all geographies. The survey is also open to all in regards to social media use:  whether you are currently supporting customers via social media, are considering social media support for the future, or have no current plans to introduce social media support, please take the survey.

And here’s the carrot for participating: a free copy of the resulting research report, “The State of Social Media Support: 2014,” to be published in Q1. Normally non-members do not have access to these “state of” reports, but I will personally email a copy of the report when published to everyone who participates in the survey. (Make sure you don’t have TSIA in your ‘spam’ filter!)

So whether you think Twitter is the new customer service channel, or the whole social media topic grates on your nerves, please take 5 minutes and complete my survey. We are still in the early days on this topic and I know I still have a lot to learn. I really appreciate your time and participation!

Happy Holidays, and thanks as always for reading!

Social Day at TSW: Customer Communities Providing Strategic Value

October 23, 2013

Yesterday at TSIA’s Technology Services World Conference we featured a full day’s worth of social content, consisting of presentations, case studies and panel discussions around online customer communities and social media. I’ve heard some of the sessions were standing room only, so I look forward to seeing the actual attendance counts for the sessions. (Stay tuned for a post on top attended sessions from yesterday.)

I moderated 2 sessions yesterday that were both interactive, and it is always enlightening to see what questions are asked by the audience. The first session was a panel discussion, “Stump the Panel: Empowering Service Organizations to Take Community to the Next Level,” with some real-heavy hitter panelists. Rob Shapiro drives social strategy within Oracle services, and has lots of hands-on experience managing expert communities. Joseph Cothrel from Lithium Technologies has been a community advocate for a decade now, with a deep understanding of B2B support communities. Scott Hirsch from Get Satisfaction rounded out the panel; Get Satisfaction won the 2013 Vision Award at Service Revolutions at our Spring event for their innovative community platform.

Each panelist gave a short presentation, then we opened it up for audience questions. We had a good discussion on topics including how to screen and recruit social savvy employees, how to encourage use and adoption by both employees and customers, private vs. public communities, and a lot more. We awarded $25 casino chips to the audience members who asked the most thought provoking questions.

My 2nd session was “Social Media: The New Customer Service Channel,” with Carl Knerr Director of Services Offer Management for Avaya. Carl gave a great overview of social media channels and use cases for customer interaction. What I took away from the session was even though B2B companies don’t have as many use cases for supporting customers via Twitter, Facebook, LinkedIn, etc., there are customer conversations about your products happening in these channels, often with very visible and influential customers, and you are ignoring them to your peril.

I believe that customer community management is a key capability that service operations have to master. While I’ve talked to a few companies who have executive support and guidance for social programs, unfortunately many companies have yet to see the light regarding social, viewing it as just another channel. But at this conference I’ve heard example after example of how communities are becoming critical elements in customer relationships, identifying passionate customers to help you in renewal cycles, providing valuable insight into customer impacts to help prioritize bugs and enhancement requests, as well as some early data indicating customers active in communities are more satisfied and loyal than customers who are not socially engaged.

And as I always say, if your customers aren’t demanding this today, tomorrow’s customers will absolutely be insisting on community collaboration, and we are hearing that more firms are evaluating a vendor’s community as part of product selection.

Thanks to everyone who attended our social sessions and asked questions and participated in discussions! Always great to see passion around a topic! And as always, thanks for reading!

Social Support Content Featured at Upcoming TSW Conference

August 29, 2013

Our Technology Services World (TSW) Service Transformation Conference is just around the corner, October 21-23 at the Aria in Las Vegas. I am very excited about our new venue, Aria Hotel and Conference Center in City Center, the newest hotel property on the strip with lots of high tech features, including internet everywhere. That’s right, free internet in the hotel and conference center, and those staying at the hotel will even have faster connect speeds than the free option. Hopefully that will encourage attendees to be more social than usual. Get ready to hashtag yourself into a stupor!

Over the last few weeks we have been doing prep calls with speakers, discussing breakout session content and best practices, and we have created a solid group of sessions around various aspects of social support and I wanted to call those out now. If you are active in your company’s social media or online community efforts, or are interested in learning how to get started, here are examples of the social content you can expect to find at TSW:

Monday 10/21

Benchmarking Your Way to Customer Community Success. The first round of breakouts at the conference is the “Power Hour,” with TSIA research leads presenting sessions from 4:15-5:15 on hot topics in each service discipline. My session will give an overview of a new member program I am launching at the event, a benchmark survey for customer communities. Open to all members, this survey covers critical metrics on community size, growth, problem resolution, staffing, technology, etc., and will allow me to have coaching sessions with individual members on how their online communities compare to their peers. In this session, find out what questions are in the survey and how to participate.

Tuesday 10/22

Building a Customer-Centered Business, from the Support Organization Out. Usually many of the top attended sessions at TSW are technology case studies, and I expect this session at 9:45am, presented by SaaS provider Blackbaud and leading community platform vendor, GetSatisfaction, to be standing-room-only, so arrive early for a seat. As a SaaS pioneer in non-profit financial management, Blackbaud differentiates by creating a customer-centered culture. Their service organization leads the charge in this effort by creating and nurturing a base of enthusiastic and supportive customers. Find out how these efforts by the support organization are transforming their business and the results they’re seeing. The presenters are Kristen Gastaldo, Community Manager, Blackbaud, Inc., and Scott Hirsch, VP of Product and Content Marketing, GetSatisfaction.

Stump the Panel: Empowering Service Organizations to Take Community to the Next Level. This panel discussion at 2pm focuses on the strategic value of communities. Though at first communities were seen as a way of lowering support costs, today the emphasis moves beyond deflection to identifying how communities can empower their social-savvy customers through collaboration, with direct ties to product direction, customer satisfaction, loyalty and repurchase. For this session, TSIA has invited three recognized industry experts on customer communities to share their views on the current and future role of communities within technology firms, and to answer your questions, both tactical and strategic, on building, launching and driving adoption for customer communities. Prizes will be awarded to the audience members with the most challenging and thought provoking questions, so this is a great opportunity to bring your biggest community-related challenge and leave the session with a plan of action you can immediately implement. The panelists for the session are Rob Shapiro, Senior Director, Customer Service Technologies, Oracle Corporation; Joseph Cothrel, Chief Community Officer, Lithium Technologies; and Scott Hirsch, VP of Product and Content Marketing, Get Satisfaction.

Social Media: The New Customer Service Channel. This session at 3:30 is presented by Carl Knerr, Services Director at Avaya. Carl has already made a name for himself as a social media expert via the Avaya CONNECTED blog. Check out his series on social media in customer service, which he will expand on in this session. According to Carl, “There is encouraging news that companies see the need to move into social media as a customer support channel. In fact, 80 percent of companies were planning on utilizing social media as part of their customer service strategy by the end of 2012; something they know is important, as 62 percent of their customers are already there. While companies are moving to this space, that does not mean they know how to approach the problem. I’ll cover my ten recommendations on how to proceed.”

Also, for those of you who participate in the Social Champions group, we will have a Social Breakfast of Champions on Wednesday morning, 10/23, beginning at 7:15am in the Expo Theatre. I will be there to answer questions, facilitate discussions, and get to know the champions in real time. For more information on the Champions program and the Champions breakfast, follow this link.

Thanks for reading, and I look forward to seeing all of you at TSW!

 

 

Coming Soon: TSIA Community Benchmark

July 16, 2013

From a research perspective, there are different approaches to researching topics depending on where they are in the maturity continuum. When a topic is brand new and not too many companies are doing it, you have to research the underlying tools and processes and hope for some early case studies. As topics become more popular and mature, you can start doing survey work to identify who is doing what and how they are approaching it. When a practice becomes mature, i.e, highly adopted and best practices are established, it is time to benchmark. This means gathering data from multiple companies to establish averages for common metrics, so companies can compare themselves to their peers, identifying areas needing improvement, and identifying where companies are ahead of the curve and have some pacesetter practices to share.

I started researching discussion forums/online support communities at Forrester around 2004, and the first article I wrote on the topic was “Social Networking Redefines Self-Service Options: Incorporating Forums Into Online Self-Service” in 2005. In the last 8-9 years, forums have gone from a cool idea CEO’s were reading about in in-flight magazines, to a critical customer channel used by more than 80% of TSIA members. With so many companies looking to forums as a way of meeting customer needs for support in a social world, it is time to move to the next research phase, and start benchmarking.

It is my pleasure to announce that at our Technology Services World Conference in October in Las Vegas, I will be launching the industry’s very first benchmark program for support communities, capturing data on community size, growth, activity levels, problem resolution, technology and integration, and multiple indicators of ROI. I created the 50-question survey with input from TSIA members and partners, and have just incorporated the last bits of feedback. Open to all TSIA member companies, you will be able to enter your data in the survey, then schedule a one-hour call with me during which I will reveal how your results compare to industry peers, and talk about approaches to improving any area in which your peers are leading the way. This will be included free with TSIA membership, no additional fees or membership required.

I am planning a ‘soft launch’ of the community benchmark to the TSIA Social Champions group, a group of members who drive social strategy for their companies, to gather some preliminary data to share in Las Vegas. For all you champions, be sure to attend the Social Champions online meeting on Tuesday, July 30th at 10am PT, for more details on the survey and a link to participate. If you are not a member of the Social Champions and are interested, please contact your member services representative.

As the survey progresses, I’ll be sharing some results with all of you. I’m expecting some compelling information on the reach and impact of communities to help companies take their community success to the next level. Stay tuned for more information, and as always, thanks for reading!

Doing a poor job on social media support is worse than not supporting social at all

March 19, 2013

I’ll probably catch a lot of flack for this column title, but that’s my opinion and I’m sticking with it. I just finished reading an article in today’s San Jose Mercury News about a study done by cloud vendor LiveOps about social media support, claiming that 70% of customer complaints on Twitter and Facebook are ignored; the average response time for Facebook questions is 2 days (opposed to 2 hours, which is the customer expectation), and that more than a third of companies have deleted a customer question from their Facebook page they didn’t want to answer.

Unlike phone calls and emails, social media support is very public. I always say that opening up a new customer interaction channel is like blowing a hole in the side of your corporate office. You now have a big gaping hole for customers and information to flow in and out, and if you don’t police that hole, including audit trails for traffic in and out, and service level agreements for who can use the hole and how quickly you must respond, you will get in big trouble.

Thousands of companies put very little thought into the decision to begin supporting customers via Twitter or Facebook, and I suspect many now regret it. Once that hole in the side of the company is open, it is all but impossible to close. And it is incredibly visible when you can’t keep up with the volume and begin ignoring–or deleting–customer questions.

Based on lots of TSIA data, it is clear that online communities/discussion forums are hugely successful for technical support–or at least have the potential for being hugely successful. But on the B2B technical support side, I remain unconvinced about social media channels. The typical use case for Twitter support is, “I called Comcast and was told there was an hour wait for an agent, so I Tweeted instead.” I don’t think any TSIA members have an hour wait for a phone agent. Ever. In the B2B, i.e., enterprise support world, in which you pay a very large fee for access to technical support, you don’t have long wait times. In fact, dedicated account reps are common for premium support. And the bottom line is, if a system administrator Tweets or Facebooks that their corporate ERP or supply chain system is down, that is not reporting a tech support issue, that is airing your company’s dirty laundry and a fireable offense.

There is also something in the article I laughed at. According to the survey, “customers are likely to spend about 30 percent more money” if the company has a social media presence. Well, I review RFPs all the time, and I’ve never seen a B2B purchase decision based on which vendor has the most Twitter traffic. It galls me that news outlets refuse to differentiate between B2B and B2C when they write things like this, and some wrong-headed B2B manager is going to bring this article into his boss and say, “Let’s start social media support and we’ll raise sales 30%.”

So, before you decide to begin supporting customers with technical issues via Twitter or Facebook, please remember:

  • Only a very small slice of traffic will have anything to do with a technical support issue. Most traffic will be about your latest commercial, your stock price, your CEO’s private life, the color of your company logo, etc. Technical support engineers are not equipped to handle these questions, and it is a waste of their time. But, if you are going to support the general public via a social channel, you need a strategy for these non-technical issues. If you don’t have an outbound marketing or PR group staffed to handle these posts, which will probably be 90% of traffic, don’t open the channel to begin with.
  • If you do insist on supporting customers via social channels, please leverage one of the many knowledge platforms now offering plugins to social media. For example, you can create a tab on your Facebook page that allows searching your self-service knowledgebase and shows lists of FAQs.
  • Record every interaction in CRM..or someplace. You need an accurate history of which customer asked which question, regardless of channel, and you need to understand which questions are asked and answered by all channels to make sure knowledgebases are current and accurate.
  • Establish SLAs. If you are going to support a new channel, whether it is social or not, you have to establish response times for the channel. And you must have staff dedicated to meet those SLAs. I’m not saying you necessarily publish the SLAs (“All Facebook posts will be answered within 2 hours”), but internally, you must have some SLA guidelines and the ability to measure how well you are doing in meeting those SLAs. Customers have expectations, and if you can’t meet them, you shouldn’t launch the channel.

And as always, thanks for reading!

2013 Services Technology Survey NOW OPEN!

March 1, 2013

I am very happy to announce that my annual services technology survey is now open. This is the 8th annual survey, which tracks adoption, satisfaction and planned spending across 24 categories of tools and services. The survey is open March 1 to March 31. The data from this survey drives the bulk of my research for the year. Never have so few created so many research reports from a single survey. In time for our Spring Technology Services World Conference in Santa Clara, I will publish:

  • 2013 TSIA Heatmap. This report provides a high level view of adoption trends across all service discipline, noting major technology trends impacting support services, field service, education services, professional services, service revenue generation, as well as our new discipline, managed services.
  • 2013 Spending Reports. I also write detailed reports documenting adoption, satisfaction and planned spending for each service discipline, 7 reports in all (in addition to the above disciplines, I also create a version for TSIA partners)
  • 2013 Top Installed Report. Last year was the first time I created this report, which shows top installed products in all 24 categories of the survey. This turned out to be one of the top downloaded reports from TSIA.com last year, as everyone starts a new purchase by asking, “What products are my peers using?”
  • 2013 Spending: Europe. Last year we had such a great response from European companies that I was able to publish a separate report showing how adoption and planned spending trends differed in Europe compared to North America. Providing I receive a good response database, I will create this report again for 2013.

In addition to published research, the satisfaction scores received in the survey determine the winner of the TechBEST Best in Satisfaction Award, presented at TSW Santa Clara.

If you work in a services role, I urge you to take the survey. It will take less than 15 minutes to complete (hopefully a lot less). Everyone is eligible to participate, not just TSIA members. In fact, everyone who takes the survey will receive a copy of the 2013 Heatmap as my thank you for participating. If you are a vendor of services technology, please consider asking your customers to take the survey.

Here is the link to the survey:  https://survey.vovici.com/se.ashx?s=7E212C5912872EA3

Thanks for your help, and let me know if you have any questions. And as always, thanks for reading!

TeamSupport Provides Collaborative Take on Customer Service

February 14, 2013

When was the last time you saw something really new and innovative in a customer service demo? If you see as many demos as I do, you know that true innovation is rare. New features in customer service apps come in waves. In 2005-2007, we saw a wave of business process-centric apps, attempting to streamline and solidify processes across disparate support groups. Then in 2006 social media exploded, and since then, we’ve seen each release of CRM and multi-channel platforms expanding into communities and social media channel support.

If you’ve attended any of my recent webcasts, you know that collaboration is a big theme for me this year. Across all TSIA members, 74% had budget for community and collaboration tools in 2012-2013. Most tech companies already have a customer community in place, and the spending now is focused on employee communities, and enabling real-time collaboration across the enterprise. My nirvana would be to see the customer community and the enterprise collaboration initiatives merging: you have a customer in a chat/screen sharing session, run into a new problem, and in real-time can pull in the developer who wrote the code and the product manager who designed it. Heck, why not bring in another customer who successfully is using that feature today? Call me crazy, but that’s ultimately where collaboration will take customer support.

I’m very pleased to highlight a new player on the market who is embracing process, social, AND collaboration in their customer service platform: TeamSupport. Whether you are shopping for a new tool or not, you should check out a demo to see the first of the next wave of customer service apps with a focus on collaboration. Not only does TeamSupport include what we now think of as ‘best of breed’ features: knowledgebase, multi-channel tools including chat, self-service, etc., as well as social tools (customer community, Facebook plugin), but it offers a few other features I find very compelling.

  • Water Cooler. TeamSupport’s Water Cooler feature is an internal collaboration tool, a la Twitter, allowing you to post questions or new ideas to a group for discussion or comment. The searchable stream of conversations allows real-time collaboration, even while working with a customer.
  • Wiki. Not only does TeamSupport offer a knowledgebase, it also includes a Wiki for document sharing, enabling both content management and knowledge management.
  • Tag clouds. TeamSupport allows custom fields to help categorize or track different kinds of incident, but they also support tagging. In the incident’s tag field, you can enter as many tags as you want, such as “installation, Product 123, Crash 234 Error.” You can easily find all incidents with a tag or tags to help research problems or determine problem frequency.
  • Screen capture. I’ve been talking for 2 years now about incorporating video into support, and TeamSupport is the first tool I’ve seen to include this as an “out of box” feature in their support platform. Employees/techs can record screen cams of a procedure to illustrate an error on an incident, or to add a video tutorial to a knowledge article, with an option to include voice narration. And, customers can record screen cams of an error or a problem process flow and imbed it in a support ticket opened via self-service. Imagine how much faster you can solve a problem when instead of a 1 line explanation in a case, you have an actual video of the problem?

TeamSupport offers integration to Salesforce, Zoho and others, as well as integrations to some support analytic platforms, like Zoho Reports. Fully hosted, pricing begins at $20 per user/per month; $35 for Enterprise Edition. Checkout the website for more info or to see a demo. There are also videos available on TeamSupport’s YouTube Channel.

I had a chance to meet TeamSupport President and CEO, Robert C. Johnson, last fall, and his energy and enthusiasm are infectious. Great to see a young CEO with new ideas and a lot of passion driving innovation and change in the industry. I wish Robert and team a lot of success! And thanks as always for reading!

Southwest’s “Unsource” definition only tells part of the story

December 17, 2012

Blog ideas can come from anywhere, but this is the first entry I’ve written inspired by an inflight magazine.  When TSIA’s VP of Marketing, Trisha Bright, headed down to our San Diego office last week, she ran across something interesting in Southwest’s Spirit magazine and forwarded it to me. Here is “entry 627 in the Spirit lexicon:”

unsource \ ‘ən-sôrs \ verb [trans]

1. To shift customer support responsibility back onto the consumer in an effort to cut costs. USAGE: No longer satisfied with the budget benefits of outsourcing their customer service to overseas call centers, corporations are savings up to 50 percent on such costs by embracing the cut-rate option of hosting enhanced discussion boards on their websites, where frustrated consumers turn to each other for answers to common questions.

After reading this, I went thru a wide range of emotions, from violent agreement to anger and frustration. Here’s my attempt at capturing those reactions.

Obviously, I get it from a consumer standpoint. I’ve blogged before about how difficult it is to find the solution to consumer technical FAQs. But for a company who is constantly introducing new fees to make higher profits from customers, one wonders if Southwest should be finger pointing on customer service. But let’s look at the two issues in this faux definition and see how they can be a blessing….or a curse.

First up is outsourcing. Let’s be clear: sending support interactions to a service provider, onshore or off, does not automatically mean poorer service to customers. If there is one thing I’ve learned in my 25 years in customer service, it is that not every company has it in their DNA to do customer service well.  Are there terrible examples of bad outsourcing deals? Yes, and I’ve experienced them. And I’ve written about how frustrating it is to deal with a support technician with few English skills. But I’ve seen many examples of companies that improve customer satisfaction scores by going offshore. Especially in the B2B world, outsourcing is common, and CSAT and loyalty scores are high and growing higher.

I just said to a member last week that outsourcing is like implementing CRM:  You have to get it wrong once to know how to do it right. We all remember the rush to offshore in the financial crisis following 9/11, and companies learned a key fact about outsourcing:  You get what you pay for. When a company asks me to recommend an outsourcer with the lowest cost-per-call, I know they are headed for disaster. Yes, you can save costs by outsourcing, but high quality providers (such as Convergys and Sykes), balance cost and quality. If they can’t do a good job for the price you want to pay, they won’t bid on the business. They have no interest in providing mediocre support–it isn’t good for your brand or theirs.

But while I can at least understand Southwest’s sentiment regarding outsourcing, I completely disagree that providing customer discussion forums is bad for customers. In my snarky opinion, whoever wrote that is clearly over 50, and in the demographic that still thinks that phone calls are the only channel customers really want. As I am constantly saying, channel choice is largely demographic, and the younger the customer, the more likely they prefer forums over phone. In fact, the 18-34 demographic which most product companies target rate phone as one of their least likely support channels, preferring self-service and peer-service (forums) over assisted service. Even “Google search” rates higher as a support channel than phone calls with younger customers.

Would companies prefer that customers use lower cost unassisted and peer-assisted options to cut costs? Absolutely. But what consumers may not realize is that phone call, email and chat volumes are NOT going down. Support volume increases year-over-year dramatically, and companies are trying to find ways to resolve more issues without live agents because they can’t possibly hire enough agents to address 100% of support volume. While assisted support volumes may go up 10-20% a year, TOTAL support volume, meaning all customer questions including those answered via self-service and online communities, goes up 50% or more a year. The more complex the technology, the more questions customers have. Providing options other than phone to get these questions answered is not “unsourcing” support, it is providing the channels that customers demand.

Now, about that $50 fee you charged me for being 3 pounds over the baggage weight limit even though I purchased an expensive ‘business select’ fare? That’s more frustrating to customers than offering a community discussion forum. I look forward to seeing that pop up in the Spirit Lexicon. How about “gouging” as next month’s term?

TSW: The Shift To Mobile

October 17, 2012

Yesterday was Day 2 of Technology Services World at the Mirage in Las Vegas, and I hosted a workout session on mobile applications that was a lot of fun. Due to a speaker cancellation  I had to pull together a panel at the very last minute (last Friday!), but the results were terrific. The focus of the session was creating mobile versions of applications for customers and employees. I’m starting to get more questions from members, so wanted to pull together some experts to share their experiences and answer questions from the audience.

My panelists were:

  • Karin Ondricek, Director, Product Marketing, Lithium Technologies, Inc. Lithium, the leading provider of community and social solutions, released mobile applications to allow both customers and employees to interact with the community any time, any place, boosting the collaboration potential.
  • Bill Platt, SVP Operations, Engine Yard. A TSIA member, Engine Yard provides a mobile development platform, so Bill had lots of technical information on the intricacies of developing mobile tools, and the gotchas most companies encounter when they try to build it themselves.
  • Don Brass, Sr. Product Marketing Manager, LogMeIn. TSIA members primarily know LogMeIn as a remote control and desktop sharing solution, but they also have a whole line of mobile products for consumers and the enterprise. I use LogMeIn on my iPad to access my home computer, so I’ve stopped bringing my laptop on some trips. They also offer a Rescue product allowing you to remotely control mobile devices–a huge benefit for supporting mobile customers, or employees.

We kicked off the discussion with the top mobile application FAQs I’ve received from TSIA members:

  • Who should build it? Internal development or a specialist firm? What I learned yesterday is that you may want to own the UI and feature set, but few companies are able to build the back end part of the application. The hard part is making sure the data and processing is happening on your server–not the mobile device–and still offer fast performance.
  • What platforms should we cover? This is a hard one for many companies, because you want to cover as many devices as possible to encourage adoption, but the droid world remains unstable, with 50+ OS versions to deal with, and lots of device specific requirements. The panel’s advice was to survey customers to find the most popular devices and prioritize your development list.
  • How much functionality is enough? Recreate everything or basic flows? Everyone seemed to agree that going with minimal functionality in the first version makes sense, so you can get your feet wet in a small pond before jumping in the ocean. But again, consider involving customers to make sure some key feature isn’t left out, dissuading adoption.
  • How much support traffic is generated for mobile application help/support? Is self-service enough, or is assisted support required? None of the panelists have found that support volume increases measurably with the introduction of a mobile app, perhaps because the primary demographic for mobile users are also more prone to try self-service or peer support, not assisted support.

I’d like to thank the panelists for stepping in at the last minute and doing such a great job, and I’d also like to thank the audience for their interest and all the great questions and comments.

And as always, thanks for reading!

TSW Day 1 Top Attended Sessions: Big Data, Social Media, Rev Gen

October 17, 2012

Greetings from Las Vegas! I’ve heard the weather is beautiful outside…though I doubt I’ll leave the Mirage until I head to the airport on Thursday! TSW is going great, with over 1,000 attendees. I always look forward to getting the stats on which breakout sessions had the most attendees, as it is a clear way for attendees to “vote with their feet” on the topics that matter. Yesterday at 4pm we had our breakout series called the “Power Hour.” Each session is presented by a TSIA researcher or exec, covering hot topics across service disciplines. Here were the top 3 attended Power Hour session in order of attendance:

  1. How Social Is Transforming Tech Services: Pre-Release TSIA Research Uncovers Leading Trends and Best Practices. Shawn Santos, our director of programs and our research lead on social media, always is a big draw. His data on adoption, staffing, ownership and business impact of social media and online communities is pretty amazing, and as far as I know, a unique data set in the industry. In fact, Shawn has collected enough data from enough companies that we are looking at introducing some social media benchmarking early next year–stay tuned.
  2. Big Data: Three Inspiring Stories of Service Analytics. I had a suspicion I would have one of the top attended session when they brought in 2 more rows of chairs, and there were still people standing in the back of the room. This session launched my new research report, “Market Overview of Service Analytics. Creating Actionable Insight in Three Categories: Business Analytics, Customer Analytics, and Consumption Analytics,” with some creative and informative presentations from 3 panelists: Jennifer Batley from Walker Information; Tom Duly from YIDATEC; and David Lowy from Moxie Software. Jennifer did an interactive game with live electronic voting–very cool, illustrating the importance of analyzing all customer touchpoints to assess the strength of the account. Tom presented some very interesting operational dashboards, showing cost and productivty improvements with Asian outsourcing, specifically some data on doing busienss in China. David talked about how data is “hidden in plain sight,” and gave examples of mining available customer data to impact not only service, but product management, sales and other divisions.
  3. SRG Power Hour: The State of Offers and Pricing. Presented by Julia Stegman, who launched our Service Revenue Generation (SRG) discipline at TSW Vegas last year, this session included some of the “hot off the press” benchmark data Julia has gathered from her members, along with emerging pacesetter practices on service and maintenance sales and renewals.

I’ll be back tomorrow with the top attended sessions from today. Thanks for reading!


Follow

Get every new post delivered to your Inbox.

Join 93 other followers