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A Case Study: Building a KnowledgeBase

A Case Study: Building a KnowledgeBase. Doug Batts Director of World Wide Technical Support WW eMarketing Semiconductor Division Texas Instruments, Inc. A Case Study: Building a KnowledgeBase. What We Did? Why We Did It? How We Did It? What Results Are We Seeing?

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A Case Study: Building a KnowledgeBase

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  1. A Case Study: Building a KnowledgeBase Doug Batts Director of World Wide Technical Support WW eMarketing Semiconductor Division Texas Instruments, Inc

  2. A Case Study: Building a KnowledgeBase • What We Did? • Why We Did It? • How We Did It? • What Results Are We Seeing? • What Lessons Have We Learned?

  3. A Case Study: Building a KnowledgeBase • What We Did? • Developed and successfully implemented a Web-enabled Technical Support KnowledgeBase

  4. A Case Study: Building a KnowledgeBase What is it? • Robust Tech Support Database • Consists of FAQs, Buglists, links to App Notes, User guides, and other relevant SC product content • Customer self-service enabler via Web • Leverages created knowledge for efficient and immediate re-use • Gathers customer/user feedback and provides case escalation • “Ask Jeeves like” search engine capability • Natural Language search • Key word search • Decision Tree search (Future) • CBR (case based reasoning) • Efficient Technical Design In Support navigation • 8 second or less response times

  5. End Users • Author • Reviewer • Administrator KBase Skill Requirement • Knowledge champion with product breadth and depth • Strong communication skills • Management abilities • Subject matter expert • Strong technical writer • Customer insight • Technical knowledge Tasks • Review authored content for accuracy, clarity & completeness • Ensure proper structural fit into database • Publish content • Generate new content based on customer inquiries (reactive) • Generate new content based on anticipated questions(proactive) • Champion knowledge effort Monitor usage and effectiveness metrics • Maintain data integrity • Build and update data structure & segmentation (e.g., decision trees) KNOWLEDGE BASE WORKFLOW PROCESS OVERVIEW

  6. A Case Study: Building a KnowledgeBase • Why We Did It? • To Fix chronic Knowledge sharing and knowledge management deficits

  7. CURRENT TECHNICAL SUPPORT ORGANIZATION CREATES KNOWLEDGE BUILDING/SHARING IMPEDIMENTS • Stand alone technical support channel Questions from customer • Formal technical support channels Distributor FAE Web Back-end PIC (Product Specialists) DSP hotline SDS (support) Front-end PIC LBE (product groups) Sales Answers to customers • Shortcomings of current process • No hardwired process • Organizational complexity • Poor solutions capture/minimal sharing of answer • Manual exchanges

  8. A Case Study: Building a KnowledgeBase Delivering technical support through a variety of channels • Technical support knowledge • Customer questions • Routine Web • Literature • Price/availability • Samples • Inquiry status check • Design assistance • Follow up on unsatisfactory resolution through formalprocess • Vantive • MAD • PIC agent knowledge • Product group knowledge • Other E-mail Technical support center (PIC) Distributor, sales, product group • Complex

  9. CUSTOMERS INDICATE A STRONG PREFERENCE FOR WEB-BASED SELF-SERVICE • Did customers attempt self-service on ti.com before calling PIC? No Yes No • Was information available, but not found, on ti.com? No • Would customers prefer self-service through ti.com if answer was available? Yes Yes • 50% of customers are calling the PIC after being unable to locate information that is available on TI.com • 93% of customers would use the web site if they were confident that they could find their answer on TI.com Source: PIC administered survey of ~400 callers

  10. A Case Study: Building a KnowledgeBase • How We Did It? • Built a strong financial case to support the cause

  11. A Case Study: Building a KnowledgeBase Technology levers drive cost, revenue, and customer satisfaction • Improvement lever • Potential financial impact • Many companies have reduced overall support costs by 50% • A wireless service provider improved the customer quality index by 23% through identification and tracking of root causes of long calls • A telecommunications provider achieved a 35% revenue increase through improved skill-based routing and agents’ compensation changes • Dell charges a 10% price premium for web-based configuration • A wireless service provider increased customer retention rates by 30% • Golfdiscount.com earned a 20% increase in revenue through the use of VoIP • Companies have been able to raise the lead conversion ratio by up to 25% using web-based interactive technologies • Migration to self-service web channel • Identify and address root causes of calls • Differentiate service through call and email routing • Implement e-service technologies to support self-service channel (e.g., interactive chat, VOIP) • Improved integration with sales lead management for call and web-based leads

  12. A Case Study: Building a KnowledgeBase Recommended Investment must be economically justified • Investment • - Initial Costs • - Recurring Costs • Return • - Cost savings • - Increase in Revenue • Software purchase costs • Systems Implementation • Recurring costs - Software licensing • Application Systems support • Additional headcount • 15-20% reduction in PIC calls • Sales force effectiveness • Lower cost channel for inquiries • Elimination of waste mailing • More efficient CRM process • Required 1-year revenue increase

  13. MANY FUNCTIONALITIES ARE AVAILABLE TO IMPROVE THE CUSTOMER’S EXPERIENCE • Increased self-service ability • Reduced demand on agents • Faster resolutions • Increased self-service ability • Reduced demand on agents Web * • Self-service search tools: various search tools (natural language, keyword, decision tree, etc.) to access knowledge base through expert system E-mail • Auto suggest: sends suggested response to agent along with question • Autoanswer: sends automatic response to customer • Inquiry escalation: forwards unresolved self-service inquiry to agent • Routing and tracking: routes requests to agents based on predefined rules • Technical support knowledge functionality • Faster problem resolution • More efficient access to appropriate agent • Knowledge management system: searchable database of all technical product and problem knowledge Technical support center (PIC) • Call back: schedule future call through web • Environment sharing: real-time “screen sharing” between customer and agent • Interactive text chat: real-time web-based • Routing and tracking: distributes requests to agents based on predefined rules • VoIP: live voice conversation over web • More user-friendly web site • More interactive service • More efficient access Distributor, sales, product group

  14. A Case Study: Building a KnowledgeBase • What Results Are We Seeing? • Improved PIC Agent Productivity • Improved Customer Satisfaction • Reduced Case Resolution Times

  15. A Case Study: Building a KnowledgeBase Distributor FAE • Stand alone technical support channel Questions from customer • Formaltechnical support channels LBE (product groups) Sales Web Back-end PIC (Product Specialists) DSP hotline SDS Front-end PIC Technical Support KnowledgeBase • Advantages of new KnowledgeBase process • New process promotes customer self service support • Excellent solutions capture vehicle for re-use • Common technical support platform pools knowledge

  16. A Case Study: Building a KnowledgeBase

  17. A Case Study: Building a KnowledgeBase Customer Feedback “TI has one of the best and easiest to use web sites of any semiconductor mfg. I've seen. The literature in the analog section of the Technical Knowledge Base is exactly what I was looking for. Keep up the good work!”

  18. WW E-Mail Integration 11/15/00 E-Mail Integration 9/01/00 Web Inquiry Statusing KnowledgeBase VOIP Environment Sharing Web Collaboration 7/15/00 Text Chat A Case Study: Building a KnowledgeBase Phase III K-Base Enhancements Add Rest of SC (SLL, etc.) 12/5/00 Phase II K-Base Deployment SDS/DSP/Power Mngmt 8/14/00 Phase I K-Base Pilot SDS/DSP 6/27/00 Phase IV K-Base Enhancements TBD 2Q00 3Q00 4Q00 1Q01 2Q01

  19. A Case Study: Building a KnowledgeBase • What Lessons Have We Learned? • Anticipate the unexpected! • Customers search patterns differ • Customers prefer key word searches over natural language • Having a dedicated Knowledge Team is a must • Do it. It’s probably worth the investment

  20. A Case Study: Building a KnowledgeBase DEMO

  21. Questions? A Case Study: Building a KnowledgeBase

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