Learn how to develop a self service strategy using the 4C framework. Also this powerpoint provides templates to provide you a jump start. If you have any questions; send me an email at cvedulla@gmail.com

1. Customer Self-Service Summit
Customer Self Service Summit
Self Service Framework
Chaitra Vedullapalli
January 26, 2008

2. Agenda
1. Introduction
2. A Glimpse Ahead
3. Self Service Evolution
4. 4 C Framework DRIVING BUSINESS IMPACT THROUGH THE SELF-SERVICE FRAMEWORK
5. Case Study 1: Intuit
6. Case Study 2: Amazon.com
7. Working Session : Your business
8. Key Takeaways
9. Appendix
1

3. Introduction
MYSELF MY COMPANY
Chaitra Vedullapalli Microsoft
 Sr. Director, Self Service Strategy Founded in 1975, Microsoft
 10 Years of Experience (Nasdaq: “MSFT”) is the
 Key Areas : worldwide leader in
software, services and solutions
• Scaling Business Through Self Service
that help people and businesses
• Content and Localization
realize their full potential.
• Enterprise Business Modeling (sales
execution)
• Customer and Partner Satisfaction
• Pricing and Licensing Programs
 My Purpose in Life
• Bringing people closer to help realize
their potential
2

4. What Is Online Self Service?
DEFINITION
Online self service is a new approach to relationship management
(CRM, ERM, PRM, SRM), a version of electronic support (e-support)
that allows people to access information and perform routine tasks According to Forrester Research:
over the Internet, without requiring any interaction with a “The cost of the average Web self-
representative of an enterprise. service session is $1, compared to
$10 for an email response and $33
BENEFITS for a telephone call.”
• Offers accessibility 24 hour-a-day
• Lower cost as compared with telephone or email service by a
company representative.
• Understand and Collect personal information about the people who
use it.
• Scalable to drive global reach
Examples of Self Service Giants
Online Shopping Portal Online Management of small Online Customer Relationship Online Advertising & Search Online Social Networking
businesses and personal Management Optimization
finances
3

5. A Glimpse Ahead
Some Things We Are
Fundamental Shifts Thinking About
1. Social Networking
1. Social and Economic
• Shifting Demographics 2. Collaboration
• Information Economy 3. Mobility
• Evolution of Industry Software
4. Communications
+ Globalization
Services
5. Software
2. Technology
• Interaction with Information 6. Home vs. Office
• Sharing Information Customers
• Understanding Information Value
Consumerization
Networks
Technology
Convergence
4

6. Self-Service Evolution
1980 1990 PRESENT
Assisted
Personal Online
Interacting with Experience
Experience Experience
National
information
Local Reach Global Reach
Reach
Sharing Uni-Directional Bi Directional All Directional
Information
Scheduled OnDemand OnDemand
Understanding and Limited and Limited and Unlimited
Information Data Set Data Set Data
5

7. How To Get Started
Make self service as a deliberate business strategy (new business
1
model)
• Define Value Proposition (Customer, Employee, Supplier)
Manage return on investment (ROI) through self service investment
2
framework
Deliver solutions using Self Service Framework
3
Measure business impact through performance scorecard (cost vs.
4
impact)
6

8. 4 C’s Self Service Framework
A customer cares about:
• Quality of products
CONTENT CHANNEL
• Cares about my needs
• Quality of resources
• Innovative
4 C’s
• Quality of my Account Team
• Ease of doing business
COMMUNITY COMMERCE
Actively Listen
Customer Support
7

9. How Do I Get Started
CONTENT CHANNEL
• Your Online Core Solution (Capabilities) • Understand your Audience (Registration &
• Innovate on Experience (Creativity Framework) Segmentation Framework)
• Drive Value through Segmentation (Sales and
Marketing Content), Localization)
• Drive Awareness through all digital vehicles (Digital
Communication Framework)
4 C’s Framework
COMMUNITY COMMERCE
• Enable Social Network • Simplified registration, subscription, training and
• Communicate consistently (word of mouth/integrated ordering
• Integrated Business Intelligence/Reporting
campaigns)
Customer Support (Get Help)
Actively Listen (Give feedback)
8

10. Case Study - Intuit
Address Customer Needs
• Personal Finance Solution -
Vision
Company History: Founded: balancing the family
revolutionize the way
1983, went Public: 1993, 8K checkbook
employees • Small Business Solution -
people manage their
Solution - Online management manage their businesses
small businesses and • Banking Solution – manage
of small businesses and
online banking
personal finances.
personal finances
• Healthcare Solution - manage
More info Health and medical expenses
CHANNEL CONTENT CHANNEL CONTENT CONTENT CHANNEL CHANNEL CONTENT
4 C’s 4 C’s 4 C’s 4 C’s
Framew Framew Framew Framew
ork ork ork ork
COMMERCE COMMUNITY COMMERCE COMMUNITY COMMUNITY COMMERCE COMMUNITY COMMERCE
1. Online Signup
1. Personal 2. Training and
1. Library
1. Quicken Online
Marketing
Household 2. Marketplace
2. Turbo Tax Online 3. Ordering and
2. Small Business 3. Q&A, Help
3. Quick Books Fulfillment
3. Banks and credit 4. Wikis
4. Digital Insight 4. Online Support &
Unions 5. More
5. Quicken Health Feedback
4. Healthcare
5. More- Slide#16
9

11. Case Study – Amazon.com
Address Customer Needs
• Buyers – e commerce platform
Vision - low prices, vast selection,
Company History: Founded: and convenience
find and discover
1995, • Sellers- enable third parties to
virtually anything they
Solution - world-class e- sell products on our websites
• Developers – In cloud
commerce platform want to buy online. infrastructure services
More info
• Partners – end to end
solutions
CHANNEL CONTENT
CHANNEL CONTENT CONTENT CHANNEL CHANNEL CONTENT
4 C’s
Framew
4 C’s 4 C’s 4 C’s
ork
Framew Framew Framew
ork ork ork
COMMERCE COMMUNITY
COMMERCE COMMUNITY COMMUNITY COMMERCE COMMUNITY COMMERCE
1. Single Profiling
1. Buyers 1. Retail Websites
2. e-commerce
2. Sellers 2. Developers - Web platform 1. Associates
3. Retailers Services 3. Advertising 2. Advantage
4. Developers 3. Business Programs Platform 3. Honor System
5. Partners - Sell, Build, Self 4. Online Support &
6. Advertisers Publish, Advertise Feedback
10

12. Case Study – Working Example
Company Profile Business Needs Customer Needs
CHANNEL CONTENT CHANNEL CONTENT CHANNEL CONTENT CHANNEL CONTENT
4 C’s 4 C’s 4 C’s 4 C’s
Framew Framew Framew Framew
ork ork ork ork
COMMERCE COMMUNITY COMMERCE COMMUNITY COMMERCE COMMUNITY COMMERCE COMMUNITY
1. Add Text 1. Add Text 1. Add Text 1. Add Text
11

13. Key Takeaways
Make self service as a deliberate business strategy
1
Manage Return on Investment through self service
2
investment framework
Deliver solutions using Self Service Framework
3
Measure business impact through performance
4
scorecard (cost v/s impact)
12

14. 10th Business Process Management Summit
Self Service Framework
Appendix
13

15. Key Takeaways
2
Fundamental Shifts Competition Is Tough and Getting Better 3 Customer Expectations Have Gone Up
1
High
Software
+ Globalization
Services
Effectiveness
of Self Service
Customers
Value
Consumerization Low
Networks
Low High
Importance of helping
Technology customers
Convergence
Impacts The Self Service Ecosystem
• How customers buy and connect • The Self Service Ecosystem has
• What customers buy and use become a Competitive Battleground
Make Self Service Your Business’ Key Strategy
4 5 Key Highlights To Remember
1 Make self service as a deliberate
CONTENT CHANNEL business strategy
2 Manage Return on Investment through
4 C’s self service investment framework
3 Deliver solutions using Self Service
COMMUNITY COMMERCE Framework
4 Measure business impact through
Actively Listen performance scorecard (cost v/s impact)
Customer Support

16. 3Year Roadmap - Example
Deploy
Delivered online/offline
Customer
Converge
Stabilize Expand
experience
Consolidate
Innovate
Standardize
Enhance
Build platform
Employee
Expand
Launch
Integrate
Improve
Supplier
Accelerate
Measure
Build
Stabilize
15

17. Innovation Map
Why? HMW accelerate
Growth
HMW increase
customer
satisfaction?
HMW increase HMW make it
HMW increase
HMW stay HMW deliver supplier HMW inject easier for our
passion for
ahead of our profitability Opportunities more work into partner to work
partners in MS
competitors promise to our to expand their our work with us
partners business (employee
productivity)
Innovation Framework Suggestion
• Simplex
• Strategyn
What’s
stopping?
HMW better
validate our
capabilities
16
with Partner &