AOL Deploys Knowledge to Boost Agent Productivity

Joined: August 2008 Residence: Chicago, Illinois

 Certified Service Cloud Expert in Salesforce.com  Provide Service Cloud expertise to ensure customer success  Strengths: Service Cloud, Knowledge, Support Processes, KCS

 Worked on 20+ B2B and B2C Service Cloud in past 10 years  Customer: Pearson Education, Ally Bank, Harman, Seagate, BRP, Motorola

 Prior to Salesforce: InStranet, Parlano, PwC

 Cheech Moore Senior Service Cloud Architect

cheech.moore@salesforce.com 630-886-4247 @cheech_sfdc

cheechmoore (Skype)

Trends in Knowledge Cheech Moore Sr. Service Cloud Architect

Yesterday’s Customer Service Solutions

Your Customers

Not built for mobile Personalized: want answers wherever they are, in context

Smarter: want the right answers the first time

Faster: needs constantly evolving

Disconnected customer data

Not built for speed

The Customer Experience Gap

Trends in Knowledge

•  Single Source of Knowledge •  Serves Agents and Customers •  Seamless integration to products

Across Channels 1

Trends in Knowledge

Consume Anywhere

•  Knowledge at your fingertips •  Access wherever you are •  Flexible display, rigid security

•  Single Source of Knowledge •  Serves Agents and Customers •  Seamless integration to products

Across Channels 1 2

Trends in Knowledge

Consume Anywhere Maximize Process (KCS)

•  Knowledge at your fingertips •  Access wherever you are •  Flexible display, rigid security

•  FCR: 50% increase • Case Deflection: 50% increase •  Agent Satisfaction: 40% higher

•  Single Source of Knowledge •  Serves Agents and Customers •  Seamless integration to products

Across Channels 1 2 3

Find Articles

Measure Success

Provide Feedback

Deliver Article

Create Case

Salesforce Knowledge: Enterprise Core Objectives  Customer Success Platform

• System Assisted / Recommended • Self-Help (Search / Filtering) • Communities

Find Relevant Content

• Expose Articles on Any Device • Fully Integrated into Chatter Answers • Convert Best Answer into a New Article

Empower Customers

• Push Relevant Articles at Right Time • Embedded in Case Resolution Process • Recognize and Award Contributors

Empower Knowledge

Workers

1

2

3

How AOL Deployed Knowledge to Boost Agent Productivity Michelle Manbeck Program Director, Training and Knowledge Management AOL

AOL Overview

 From IM, Dial Up and CDs to…

 Over 20 member benefits  Advertising

 Video

 Huffington Post Media Group

 Over 100 brands & products supported on help.aol.com

 Then and Now

Challenges

 Cumbersome and ineffective process for agents to submit feedback on articles

 Content managed independently for International markets

 Tool limitations for authoring and managing content

 Unorganized content and structure

 Where we were

Goals  What we wanted to accomplish

Reduce Cost

Improve Experience

Increase Productivity

Why Salesforce  Factors we considered

Reduce Costs Improve User Experience

Increase Productivity

Consolidation of tools

$100,000 savings / year

Consolidation of tools & vendors Streamlined feedback process

User friendly content organization

Ability to submit support tickets / cases from help site

Integration with backend tools to provide customized content

Improved search functionality Integration of knowledge with case management

New authoring functionality

Real-time, easy to use reporting

Streamlined management of international content

How AOL Uses Knowledge  Some of our favorite things

How AOL Uses Knowledge  Some of our favorite things

How AOL Uses Knowledge  Some of our favorite things

How AOL Uses Knowledge  Some of our favorite things

   

Key Learnings  Our top 2 takeaways

Structure is SO important

Drives organization

Allows for more detailed reporting

Simplifies content migration

Visibility increases feedback

No “black hole”

Drives accountability

Feedback deemed important

Ease of locating content Knowledgebase content improves

Core Salesforce Knowledge Capabilities

• Create articles easily / moderate publication

• Use analytics to

understand KB usage and value

• Fill Gaps: missing articles

• Corporate website, Facebook, product / application

• Deliver on every device: phone, tablet, desktop / laptop

• Keywords: statistical approach

• Language Recognition: stemming, spell check

correction

• Article Usage: Most Viewed, Attached to

Solved Cases

• Articles suggested in context of solving cases

• Share in 1-click with customers

• Recognize contributors

Empower Knowledge

Workers

Advanced Search

Technology

Collaboration & Analytics

Expose Content