8:00am - 11:00am Workshop A: Cross-Modality Self-Service with High Customer Satisfaction: Is It Possible?

7:30 am Workshop Registration – Coffee/Tea

Organizational culture and its effect on organizations have been widely studied. One robust finding is that different disciplines and groups within organizations develop their own cultures, ways of interacting with customers, and norms for what constitutes good service. This often results in uneven experiences for customers across different modalities and channels. A concrete implication for self-service is a frustration on the part of the customer who encounters uneven experiences across modalities. In this workshop, leverage your leader’s and peer attendees’ experience in strategic, cross-organizational cross-modality service design to discuss and consider strategies and solutions for integrated, cross-modality, high quality customer service.

Benefits of Attending:

• Create a strategic approach for an integrated, high-quality self-service customer experience across modalities, including web, web chat, voice, email, and new social media tools like Twitter and Facebook.
• Measure customer satisfaction with self-service accurately, quickly, and with a focus on organizational responsiveness.
• Listen for customer self-service critical incidents that can become amplified through social media vectors such as Twitter and Facebook, and plan for how to mitigate their impact and create a better brand experience through increased responsiveness.

Workshop leader:

Dr. Paul Sherman
Principal
ShermanUX

11:15am – 2:15pm Workshop B: Don’t Touch That Dial! Aligning Your Self-Service Strategy with Customers’ Channel Preferences

11:00 am Registration for Workshop B – Lunch will be served.

Automated customer self-service offers an irresistible promise to organizations: self-service systems will both reduce costs and simultaneously offer faster, 24 - 7 service to their customers. When customers use self-service options for simpler, more mundane tasks, employees are free to focus on higher-value, revenue-generating tasks, so the more self-service the better!

The reality is often quite different from this promise, especially for organizations that offer multiple self-service channels. Because each selfservice channel operates in its own silo, and customers don’t know which channel to choose, they are often shuttled from the website to the IVR and back again without resolving the problem. As a result, customers begin to view self-service as a service barrier, or a way to keep them away from ‘real people’ in the organization.

Benefits of Attending:

• Gather customer feedback to understand their use of, and preferences for, different self-service channels to ensure your organization is meeting customer needs.
• Analyze and communicate customer feedback and establish its value with decision-makers at your organization.
• Collect meaningful customer feedback on your self-service systems and use the data to make self-service more useful, usable, and desirable.
• Create and maintain a self-service strategy at your organization that breaks down silos and delivers both cost savings and excellent customer service.

2:30pm - 5:30pm Workshop C: Success Metrics for Automated Customer Service Applications

“You can’t manage what you can’t measure.” A successful self-service application requires a clear understanding of how to measure success. This tutorial will outline a business process for maximizing the success of a selfservice application; discuss how to identify and select metrics and targets that are appropriate and achievable; and describe how to ensure continued application success through ongoing measurement and continuous improvement. Real-world examples from Vocalabs' industry benchmarking research will be provided.

Benefits of attending:

• Quantify and measure the success of a self-service application
• Differentiate between informative and meaningless metrics
• Drive application improvements by applying customer feedback
• Evaluate your self-service application against benchmark data and your fellow workshop participants
• Differentiate among usability testing options

Workshop leader:

Emily Selene de Rotstein
Vice President, Sales and Marketing
Vocalabs | Better Surveys. Better