McAfee Case Study - Service Strategies
McAfee Case Study - Service Strategies
McAfee Case Study - Service Strategies
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<strong>McAfee</strong> <strong>Case</strong> <strong>Study</strong><br />
The Evolution Of The Automated Contact Center<br />
Greg Sanders, Director Global Online <strong>Service</strong>s<br />
April 23, 2008<br />
© © 2007 <strong>McAfee</strong>, Inc. Inc.
Agenda<br />
2<br />
• About <strong>McAfee</strong><br />
• Cost-Quality Paradox<br />
— Breaking the Paradox at <strong>McAfee</strong><br />
• Building a Knowledge Management Culture<br />
• Driving the Online Customer Experience<br />
— Corporate <strong>Service</strong>Portal<br />
• Automated services<br />
• Enhanced interactive services<br />
— Consumer <strong>Service</strong> and Support website<br />
• Managed customer experience<br />
4/25/2008
3<br />
Delivering i best-of-breed b products<br />
and services that protect our IT<br />
systems and infrastructure<br />
Headquarters<br />
Santa Clara, California<br />
Web Site<br />
www.mcafee.com<br />
Employees<br />
Approximately 3,700<br />
Revenues<br />
FY 2007: $1.308 B<br />
4/25/2008
<strong>McAfee</strong> Support Mission Statement<br />
4<br />
For <strong>McAfee</strong><br />
customers to feel<br />
“Confident I am<br />
Covered”<br />
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<strong>McAfee</strong> Global Support Organization<br />
5<br />
100+<br />
Countries<br />
120,000,000<br />
Desktops<br />
15 Major<br />
Languages<br />
1000+<br />
Professionals<br />
24 x 7 x 365<br />
Availability<br />
100,000<br />
Customer<br />
Contacts/Week<br />
12,000+<br />
KB Articles<br />
250,000<br />
Corporate<br />
Customers<br />
30,000,000+<br />
Consumer<br />
Subscribers<br />
Over 5,100,000 Annual Customer Contacts<br />
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Cost-Quality Paradox<br />
6<br />
• How do you Improve <strong>Service</strong>s AND Control Costs<br />
• Tight Budgets but Expected <strong>Service</strong> Improvements<br />
— Support budgets not growing at the same rate as overall company growth<br />
— Do more with less<br />
— Catalyst for innovation<br />
• Solution Complexity<br />
— More Products, Increased Complexity<br />
— Growing Global Customers<br />
— Tough Competition<br />
• Mission Critical Support<br />
— Technical Support for Security IS Mission Critical<br />
4/25/2008
Breaking the Paradox at <strong>McAfee</strong><br />
7<br />
• Developed Long Term Focus and Strategy<br />
— Implemented smaller projects that built on strategy – “Strategic Arcs”<br />
— Measure results to gauge success<br />
— Move onto the next component<br />
• Drove Self-<strong>Service</strong> to Deliver “Assisted <strong>Service</strong> Quality”<br />
— Customer diagnostic and repair tools<br />
— Personalization and proactive service delivery<br />
— Diagnostic, guided search with integrated knowledge resources<br />
• Integrated Channels for Seamless Online Experience<br />
— Easy escalation from self-service into support centers<br />
— Customer data delivered with <strong>Service</strong> Request<br />
• Drove Processes that Improved the Quality of the Product<br />
— Positioned Support as part of the product life-cycle<br />
— Primary driver of quality through customer information<br />
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Building a Knowledge Culture<br />
8<br />
• Developed effective internal processes<br />
— Global Document Flow<br />
— Dedicated Global Online <strong>Service</strong>s Team<br />
— Top Issue Tracking<br />
• Clear Business Benefits<br />
— Customer Benefits<br />
• Improved customer satisfaction and experience<br />
• Improved KB content through customer empowered feedback<br />
• Easy access to content customers want through top issue reporting<br />
— Internal Benefits<br />
• Vastly improved customer self-help solutions frees up staff for complex issues<br />
• Increased efficiency on all customer interactions, leading to lower call times<br />
• Consistency in documents makes locating information much simpler<br />
• Centralized knowledge leads to shortened training time and solution consistency<br />
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Process / Approach to Knowledge Management<br />
9<br />
Known Issues<br />
Known Issue<br />
Yes<br />
Solved in<br />
KnowledgeBase<br />
Yes<br />
Reporting<br />
Increment KB Count<br />
• Tracked via our<br />
CRM system,<br />
using KB<br />
document<br />
numbers as<br />
solutions<br />
TS Engineer<br />
No<br />
Found in other<br />
Location<br />
Yes<br />
No<br />
Select<br />
“Found in<br />
Other Area”<br />
<strong>Case</strong> Closed<br />
• Top Issues<br />
reported Weekly to<br />
Engineering g and<br />
Support<br />
Emerging Issues<br />
No<br />
Troubleshoot the issue<br />
Detail in <strong>Case</strong> Notes<br />
Solve <strong>Case</strong><br />
Select<br />
“Suggest KB”<br />
Reporting for<br />
Top Issues<br />
List<br />
Weekly Report<br />
• <strong>Case</strong>s flagged for<br />
Knowledge Analyst<br />
to research for<br />
potential KB<br />
articles using<br />
“Suggest KB” field<br />
<strong>Case</strong> Closed<br />
Publish<br />
Create<br />
Article<br />
Technical Editor<br />
Edit Article<br />
Style Guide<br />
Readability<br />
Yes<br />
Knowledge Analyst<br />
<strong>Case</strong> Scrubs<br />
Top 10 Issues<br />
Mine for<br />
New Articles<br />
Knowledge Analyst<br />
Verify<br />
Write Article<br />
Send to TE<br />
Weekly<br />
Analysis<br />
• Process Flow Chart - This process flow chart represents issues where Knowledge Analysts review flagged cases for new<br />
articles, and outlines the way we track and report on these issues. The majority of content created within the KB is started<br />
by the technicians who talk with the customers.<br />
4/25/2008
Driving an Enhanced<br />
Online Customer Experience<br />
<strong>McAfee</strong> Corporate <strong>Service</strong>Portal<br />
© 2007 <strong>McAfee</strong>, Inc.
<strong>McAfee</strong>’s Award Winning<br />
Corporate <strong>Service</strong>Portal<br />
11<br />
• Self Healing<br />
— <strong>McAfee</strong> Virtual Technician<br />
• Self-<strong>Service</strong><br />
— Support by Reading<br />
• KnowledgeBase, FAQs, Documentation<br />
ti<br />
— Support by Seeing<br />
• Video Tutorials<br />
— Support by Doing<br />
• Product Updates & Downloads<br />
• Interactive Support<br />
— Live Chat / Remote Support<br />
— On-line <strong>Case</strong> Submission &<br />
Management<br />
4/25/2008
Self Healing: <strong>McAfee</strong> Virtual Technician<br />
12<br />
Automatically Solve Issues<br />
• Convenient, automated, selfservice<br />
customer tool to<br />
analyze and resolve the most<br />
commonly known problems<br />
Improve Live <strong>Service</strong>s<br />
• Customer Environment<br />
delivered with <strong>Service</strong><br />
Request to Technician in<br />
Assisted Support<br />
Improve The Product<br />
• Data is fed back to<br />
engineering to ensure top<br />
issues are incorporated into<br />
MVT and ultimately fixed in<br />
the product<br />
MVT resolves 45% of customer issues<br />
without need for more help<br />
4/25/2008
Support by Reading: <strong>McAfee</strong>’s KnowledgeBase<br />
13<br />
• Over 10K KB Articles<br />
— Quick links to top searches<br />
• Hot Topics<br />
• Recently Added Content<br />
• Common Issues<br />
• Refine search<br />
— by product<br />
— by document type<br />
— Resolution Flows: Leading<br />
questions to refine<br />
answers<br />
•FAQs<br />
• Product Documentation<br />
• Useful links<br />
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Support by Seeing: Video Tutorials<br />
14<br />
For Customers Who<br />
Learn Visually<br />
• Tutorials<br />
— Top Issues<br />
— Product Demos<br />
— “How To” Guides<br />
— Link to Tutorial from<br />
KnowledgeBase<br />
• Novice Customers<br />
4/25/2008
Support by Doing: <strong>McAfee</strong> Global Support Lab<br />
15<br />
An environment where<br />
Partners, Customers, Sales<br />
Teams and Support<br />
Engineers, are able to train,<br />
demonstrate and run<br />
simulated deployments on<br />
the most current <strong>McAfee</strong><br />
technology - from<br />
anywhere in the world<br />
URL: http://www.mcafee.com/gsl<br />
4/25/2008
Live Chat Support &<br />
Remote Assistance<br />
• Live Chat Support<br />
— Direct from <strong>Service</strong>Portal<br />
• Remote Assistance<br />
— Available to All Customers &<br />
Partners<br />
• Enables faster resolution<br />
on difficult calls<br />
• Set up time precludes<br />
use on all calls<br />
• Integrated into Chat Support<br />
— Allows engineer to view<br />
callers desktop<br />
— Option to allows engineer<br />
to control callers desktop<br />
“I have been using the chat support<br />
on the <strong>Service</strong>Portal and I love it.”<br />
– Norma I. Valdez,<br />
Hyatt International Corporation<br />
<strong>McAfee</strong> GoToAssist Support Chat<br />
<strong>McAfee</strong> Support: Welcome to<br />
<strong>McAfee</strong> Support John@<br />
corporate.com<br />
<strong>McAfee</strong> Support: Your<br />
representative has arrived<br />
<strong>McAfee</strong> Support: Sharing John’s<br />
computer<br />
16<br />
4/25/2008
Interactive Support: <strong>Case</strong> Management<br />
17<br />
• If Self <strong>Service</strong> isn’t<br />
successful, then<br />
provide seamless<br />
access to the<br />
Contact t Center<br />
• <strong>Case</strong> Management<br />
— Open <strong>Service</strong><br />
Request<br />
— Status Open<br />
<strong>Case</strong>s<br />
— Manage <strong>Case</strong>s<br />
4/25/2008
Driving Unassisted <strong>Case</strong>s Online<br />
Corporate <strong>Service</strong>Portal<br />
18<br />
• Unassisted <strong>Case</strong>s Increased<br />
— 19% Q4’07 over Q4’06<br />
• Assisted <strong>Case</strong>s Decreased<br />
— 15% Q4 over Q1<br />
• Customer Success Rate<br />
— Increased to 50% in Q4<br />
60000 51%<br />
50000<br />
49%<br />
40000<br />
47%<br />
30000<br />
45%<br />
20000<br />
— MVT Success Rate over 45%<br />
— KB Success Rate in Q4 – 49%<br />
• KnowledgeBase<br />
10000<br />
0<br />
— Over 10,000000 Published Articles Q1'07 Q2'07 Q3'07 Q4'07<br />
Unassisted <strong>Case</strong>s Assisted <strong>Case</strong>s Success Rate<br />
43%<br />
41%<br />
4/25/2008
Driving an Enhanced<br />
Online Customer Experience<br />
<strong>McAfee</strong> Consumer <strong>Service</strong> and<br />
Support website<br />
© 2007 <strong>McAfee</strong>, Inc.
Consumer Technical Support Homepage<br />
20<br />
• Managed customer<br />
experience<br />
• 3 Step process for free<br />
support options<br />
— Automated solutions<br />
— Self-help solutions<br />
— Assisted support<br />
• Branded experience<br />
— 19 languages<br />
— 100s of partners<br />
• Partner co-branded<br />
support<br />
— Focused content<br />
— Assisted options based<br />
on partner desires<br />
4/25/2008
Step 1: <strong>McAfee</strong> Virtual Technician (MVT)<br />
21<br />
• Goal<br />
— Uninterrupted customer<br />
experience<br />
• Challenge<br />
— MVT applet was a<br />
popup solution<br />
• Solution<br />
— Built MVT interface into<br />
the webpage<br />
• Integration<br />
— MVT log files are<br />
attached to case<br />
4/25/2008
Step 2: FAQs and Search<br />
22<br />
• Top level FAQs<br />
— Dynamic based on views<br />
— Ability to manually force<br />
documents in the list<br />
— FAQs open in a new<br />
window<br />
• Focused FAQ content<br />
— 3 layers of drill-down<br />
— Content based on<br />
• Region<br />
• Language<br />
• Partner<br />
• Video Tutorials<br />
— Key links at the top of<br />
the FAQ<br />
— Adding a Tutorial tab<br />
4/25/2008
Step 3: Chat & Email Support / Interactive Srvs<br />
23<br />
• Customer enters<br />
information and<br />
describes issue<br />
• SR number created<br />
and communicated<br />
— Chat / Remote link<br />
— Email form<br />
— Phone number<br />
• MVT log files are<br />
appended to the SR<br />
• Fee based services<br />
are processed by the<br />
website<br />
— Lower talk times<br />
4/25/2008
Community Forums<br />
24<br />
• Technical Support<br />
forums<br />
— Product specific<br />
— Virus and Security Info<br />
— General discussions<br />
• Moderated<br />
d<br />
— 4 <strong>McAfee</strong> employees<br />
— Over 35 volunteers<br />
• Volunteer program<br />
— Beta participation<br />
— Internal forums<br />
— Direct access to tier 3<br />
— Free product<br />
4/25/2008
Driving Unassisted <strong>Case</strong>s Online<br />
Consumer <strong>Service</strong> and Support website<br />
25<br />
• Over 60% of customer<br />
issues handles via<br />
automated and self<br />
help solutions<br />
4/25/2008
What’s next: 2 Year Plan<br />
26<br />
• Customized customer managed experience<br />
— Personalized wizard type of support based on customer’s issue<br />
— Integrated Supportability applets and KnowledgeBase<br />
— Detailed information captured and appended to case<br />
• Web 2.0 <strong>Service</strong>s<br />
— Support blog & podcasts<br />
— Wiki<br />
— RSS feeds<br />
— Expanded Video Tutorials<br />
• Build on Communities<br />
— Encourage a knowledge-centric customer culture through online communities<br />
• Solutions embedded within the products<br />
— Ideal Customer Experience, e whether e they start in the product or online<br />
• Enhanced workflows through KnowledgeBase content<br />
— Offer multiple paths to find content based on customer expertise<br />
4/25/2008
© 2007 <strong>McAfee</strong>, Inc.<br />
Thank You
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