Welcome & Support Centre
(WSC)
Operations
2
Agenda
Introduction Overview of Operations
Size of the Operations Multi-lingual environment What we do (RCA) Why we troubleshoot OSA (Knowledge base) Current Translation process and its consequences
Expectations from SMART
3
Introduction
Xerox (Europe) Limited includes 4 Call Centres:1. The Welcome & Support Centre2. The Consumables Call Centre3. The Financial Call Centre4. Other services
Sophie Pidoux-Loughran, Internet Customer Support Manager
Xerox (Europe) Limited, Dublin, Ireland
Xerox (Europe) Limited employs around 1,500 people in Dublin
4
Welcome & Support CentreBuildings 3 & 5
XBS, EDS - B2
Governance and Financial Services –
Building 4
Financial Services - CA & Irish Central Business Unit, Building 1
Consumables – B5
5
WSC background & structure The WSC takes:
5 million calls each year 23,000 calls a day
We support: 14 European countries 11 languages all Xerox products
400 people in the Welcome & Support Centre: Frontline (265 agents) Escalated Support:
Hardware:1st Level (15 specialists) Software: 1st Level (27 specialists)
Other teams in the WSC: Technology team KMT (knowledge
Management Team – OSA KB)
PLT (New Product Launch Team)
Quality & Processes Training Reporting Web Promotion
team
6
Remote Customer Assistance (RCA) What we do (high level):
To help customers with their technical problems over the phone. If we cannot solve it, then we arrange for a field engineer to be
sent.
There are 2 main Groups in the WSC (performing RCA):
Frontline Escalated Support
RCA The objective of the WSC is to solve as many calls over the
phone or on the Web. The RCA rate is a KEY measure for our performance in the
WSC.
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XE Remote solves over the phone (RCA) 2006
RCA Europe 2006
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Month
Rca
%
RCALinear (RCA)
RCA 19.8% 20.2% 20.3% 20.4% 19.0% 21.3% 22.2% 23.4% 23.1% 24.2% 25.0% 25.0%
J anuary February March April May J une J uly August September October November December
22% in 2006Target: 29% in 2007
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OSA external usage / Success rate (XE)
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Usage 2004Usage 2005Usage 2006
Success in %
0%
20%
40%
60%
80%
100%
Success 2004Success 2005
Success 2006Key Messages:
•Remote solves are done earlier in the service process•The success rate is quite high
75%
30,000 sessions per month
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PHONE
S.A.M. (Speech Recognizing system) Technical Support
or
Consumable
Online Support
(external OSA KB)
Escalated Support(SW
–HW troubleshooting)
WEB
www.xerox.co.uk/support WSC Frontline
team
How do we support customersHow do we support customers
Phone
Online Support (internal OSA)
Online Support (internal OSA)
•Eureka•Labs•Etc…
5%
Field engineers
73%
22%
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Xerox Help Desk: a Multilingual Reality
Language Group
Frontline
Escalated Group:
SW
Escalated Group:
HW
DUTCH 22 3ENGLISH 45 5FRENCH 55 6GERMAN 33 5 15ITALIAN 27 2NORDIC* 39 4PORTUGUESE 17 1SPANISH 27 2
TOTAL 265 27 15
Each language group has got:
1. 1 Manager
2. Several Team leaders (on average, 1 TL manages 15 to 20 agents)
3. 1 or 2 Technical Mentors (to help the troubleshooters to use OSA and dealing with problems with customers)
4. Agents / Troubleshooters
*The Nordics use the OSA in English. Not translated!
Why do we do Remote Solve over the phone (RCA) or on the Web?
RCA (Remote Customer Assistance)
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Support Cost
<$1
WebSelf-Help
LogisticsPartnerOn Site
$30Cost of
Problem SolvingResource
Objective: Customer problem solving to move earlier in the process, enabling us to restructure our business and reduce cost of support.
Welcome &Support Centre
$5
ServiceEngineerOn Site
$120
$2
EscalatedSupport
$10
What do we use for troubleshooting over the phone or
on the web?
OSA (Online Support Assistant)
Geographic Deployment
Key Messages:Supported in virtually every Xerox marketAvailable in English, French, German, Dutch, Italian, Spanish, Portuguese, and Simplified Chinese
Completed3Q06
TBD
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16
17
Search for your product by name
Or use the product selection tool
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Search using Natural Language Query
Browse for Solutions
FAQs updated based on top problems reported
Product Specs
Search by Fault Code
Clicking noise
19
Customer Search Terms are highlighted in the Results Listing
The Customer may Refine their Search, if necessary
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The Customer may contact Xerox for additional support, if required
The solution can be printed or emailed
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Facts on OSA GLOBAL program (OSA project started in Sep 2000 when the Global
team (eService) was formed.)
OSA was deployed for customers (“naïve users”) in 2002 and to the agents (“Troubleshooters”) in 2003.
OSA main features: KB for both customers and agents (different templates as different
needs) Cater for novice and expert users for both internal and external
audience Includes All products (PSG, office, OSG, etc…) (more than 400
products in the KB) Multi-lingual (De, Es, Fr, It, Nl, Pt) Handle localisation Highly graphical KB Content: Technical Solutions +fault codes + error messages +
How To Product Specifications +FAQs for each product Option to email or print solutions Content includes hardware and software solutions Option for agents to provide feedback (general and technical)
Current Translation process
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Existing KB Translation ProcessFacts:
•Weekly updates of English KB
•The OSA KB is available in 7 languages
•We use 1 translation agency
•In 2006, we translated 3.5 million words
Problems:
•Translation process every 9-12 months
•Takes 3 months from the time we request translation and the time it is available in Production
•Funding translation is difficult
Result:
•English and French KBs not in sync
•Non English Agents use English KB
Global Knowledge & Language Services
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How to reduce Translation cost? Industry standard
translation tool used: Use of translation
memory Facilitates literal
translation for content not in memory
Style Guides used to minimize customization
KB “In-Context” Translation Validation Tool Agreement reached to utilize a single, universal (i.e. “generic”)
version of English, French, Spanish and Portuguese, saving incremental translation and file maintenance of additional languages
The side-by-side “in-context” validation tool is used to review and correct literal translations – which are then loaded into translation memory.
25
Need of translation PROVEN
We know, thanks to a project on translation, that RCA is actually higher when agents are using their local / translated KB (even with limited content)
Key Learning10% - 50% reduction in agent talk time when KB’s are translated into local language.
22% reduction in serviceable calls being escalated to 2nd level or field.
Avg. web solve rate is 150% higher on knowledgebase’s that are translated into local language
How to improve the OSA usage internally
XE – Quality Assurance project –
Nov 2005 – April 2006
USA – Quality Assurance projects –
2005 - 2006
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OSA KB usage v RCA rate: USA findings
There were several projects conducted around solve rate (in the USA) and every project recommended to focus on increasing usage of the OSA KB in the Welcome Centre.
Why? Because the OSA usage is linked to the RCA rate. The more the agents use the OSA KB, the higher the RCA rate is.
USA DATA: About 6 months ago, the US KB usage was roughly
30% Now, it is around 55% and rising.
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Main issues in XE (April 06)
1. Translation not frequent enough (out of date)
2. Search mechanism not effective enough
3. Poor communication between the OSA group and the WSC
4. No focus from Management (no targets for OSA)
5. Not enough content in OSA for New Launched products
6. Repetitiveness of tasks v Technical Knowledge (Controlling & Mentoring)
7. Working in a pressurised environment
(Not ranked by order of importance)
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Solutions implemented/ in progress in XE
1. More focus on OSA from:1. Management2. Training3. Mentors4. KMT
2. OSA KB enhanced (search mechanism, etc…)
3. OSA training package enhanced
4. eService strategy updated / Global team re-formed
5. Translation Strategy (WIP)6. Web Promotion
We need more help with translation
Is SMART the answer?
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SMART Key features Cross Lingual Information Retrieval (CLIR): Allow users to
search an English KB using keywords in his own languagee.g. Norwegian agents using the English KB
Term Translation: Users can also use the On the Fly translation (terminology translation enhancement) feature for the English solution (mouse over)
Domain Specialization: Focus on improved Machine Translation technologies + Supporting call centre agents in cross-language contexts
1
2
3
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1
33
On the Fly Translation• Query in language other than English (e.g. French): “lignes blanches horizontales”
• Enhance English Knowledge Base with native language terminology (e.g. French): “lignes blanches horizontales”
2
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English KB French KB
XML file
Export to
GKLS input batch
Translation Memory
Forward to GKLS Compare to
Content for translation
Translator
Translated XML file
Add translationDump into
Update
Requ
irem
ents
TR
ANSL
ATIO
NCurrent Process
English KB
AT-OSA
Export to
Updated XML file
French KBEnhances XML file and
generates
Dump into
XML file
Indexing & Automatic translation of
TECHNICAL terms
80% French + 20% English, (English content
enhanced with translated terms =
translation available with mouse over)
Forw
ard t
o GKL
SPhase 2
Phase 3 AT-OSA Updated XML file
French KBEnhances XML file and
generates
Dump into
Indexing & Automatic translation of ALL content
100% French (but
20% automated translation)
Phase 1English KB French KB
XML fileExport to Dump into
80% French + 20% English content with ability to search in
French
Forward to GKLS
Indexing
CLIR
CLIR + Terminology Translation
Full MT
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Summary of our Expectations
With Technologies issued from the SMART project, our expectations are as follows:
1. Search the English OSA KB using non-English key words2. All new English content to be automatically translated
and made available to non-English agents (and maybe customers)
3. Get a cost reduction in our Translation bill with our translator partner GKLS
4. Increase the OSA KB usage5. Increase RCA6. Decrease Escalated calls7. Reduce Agent’s talk time
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Challenges
SMART issued Machine Translation technologies will not replace the manual translation & costs
Xerox will have to co-exist and integrate SMART technologies with the OSA infrastructure
SMART will have to be performant (speed wise)
Additional Information
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•Customers expect it from a digital company•Provides support alternatives to Customers•Draws significant loyal traffic to Xerox.com•Significant reduction in infrastructure costs•Job enrichment, retains critical support skills
eService -Why do it?
Key Message: We recognized the industry shift to customer self-service was accelerating
2000 2004
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OPB
Key Messages: Common Customer Support experience for all products Eliminates 7 external customer facing web sites Retires 13 legacy support systems
C&TS Print System
SOHO Europe
XE RCA(eService Interim)
OESBT
Xerox.comSOHO FAQ’s
A Coherence Breakthrough . . .
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Localized Results
Service Strategy in UK does not permit Customers to change the Copy / Print Cartridge
Content dynamically displayed based on Country and Product variables
Internal OSA KB
42
43
44
45
VOC - OSA usage
Sample size 115 (WSC technical reps).
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XE VOC (agents)– OSA usage (Nov 05)
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Define Measure Analyse Improve ControlMeasurement Manpower
Mother nature Material Method
Machine
Why OSA usage varies across WSC ?
OSA reportTarget usage / Incentive
Service level
Refusal RCA
CQT qualityMentor coaching
TSR tenure
TSR attitude
Customer error
OSA training Research Key word
Product knowledgeHeadcount
UK v Other LG KB
Tips V KB
Special event
Historic of tool / perception
Info missingTranslation
Link break
Consumable
Slow access
Broken part
Poor Software KBPoor New Products KB
Color escalation
Closing call
RecallChase
Non Serviceable callCycle GFFM validation
PSG products
Mentor usage
GFFM submitted
Call length
Customer not cooperative
Trend tool
Systems complexity
5 WHYs on Fishbone & Priorities
Download access denied
Business Changes
Helpdesk Customer
Mentor support
Process Management focus
Call activity
Mail sent to CustomerESG escalation Lack of Graphics
Service manualUser/Admin guides
Training manuals
Other Websites
Top 90 Sol LSS#1
Crash of all systems
Checklist consistency
Communication KMT/Front Line
Upgrade KB strategy
UK KB first
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• October 1998 Welcome Centre migration from countries
• January 1999 Channels support migration from Countries and Outsource Provider
• April 2000 Textronix migration from UK to Channels OPB
• June 2002 Merge Channels and Welcome Centre• January 2003Office Escalated Support moved to WSC• January 2004 Lean Six Sigma RCA Improvement Projects implemented • May 2004Operations Language alignment• March/July 2004 Migrated Spain/Italy OSG business to WSC• April/July 2005 Migration of Portugese welcome centre to WSC• November 2005/February 2006 S.A.M. Voice recognising system• April/June 2006 Voyageur
WSC History
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FINLAND Remote solves (RCA) 2006
RCA Finland 2006
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Month
Rca
%
RCALinear (RCA)
RCA 24.6% 24.2% 23.1% 20.4% 17.6% 17.1% 28.8% 31.1% 29.3% 30.5% 32.6% 32.7%
J anuary February March April May J une J uly August September October November December
50
UK Remote solves (RCA) 2006RCA UK 2006
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Month
Rca
%
RCALinear (RCA)
RCA 19.7% 21.7% 21.6% 22.9% 20.4% 22.6% 23.8% 23.5% 24.3% 24.5% 25.0% 24.1%
J anuary February March April May J une J uly August September October November December
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Web Metrics/Success Assumptions
100% of hits to the “yes” button 100% of save url requests 90% of hits when Solution.tem is the exit
page 80% of hits from Startup.tem to Drivers &
Downloads link 60% of hits when exiting from solutions
results page 60% of hits when exiting from FAQ solution 20% of send url requests
52
Facts on KANA EMAIL
Automatic routing based on country, language and product Emails routed based on rules Not using personal email address Automatic distribution of emails Agents can use pre-written replies (called “categories”) Advanced Reporting Specific service level can be set up for each queue We can assign users to different queues. This way it's not a problem
if a person isn't in one day, as someone else can just log in and work on the emails
If someone leaves an email in his inbox for too long, it will be released into the "shared" queue again, as we don't allow inactive emails in the system.
Issues: Attachments over 1MB Emails received outside working hours not deducted from Service level
reports 1 service clock for all time zones It doesn't have a way to "read/analyse" the information
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OSA Training given to agents WSC
4 WEEKS Telephony system Call Handling systems Softskills Buddy Up Troubleshooting class OSA KB theory / GFFM Black & White products Colour products Networking Multifunction software Role Play Assessment Training with the mentors (translated
keywords)
More training after 2 months
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Request for Assistance Form
The product’s name will be automatically populated
Once [Submit] is clicked an email will be sent to the WSC team in Dublin via Kana-Email
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Receive an auto-acknowledgement via email
The customer will then…
Get a submission text
The agent in Dublin will handle the Request as per
current processes
Knowledgebase Translation ProjectKnowledgebase Translation Project
Project Description
Key Learning
Objective: To determine the benefits of local language translation of knowledgebase’s.
Languages in scope: French, German, Italian, Dutch, Portuguese & Spanish
10% - 50% reduction in agent talk time when KB’s are translated into local language.
22% reduction in serviceable calls being escalated to 2nd level or field.Avg. web solve rate is 150% higher on knowledgebase’s that are translated into local language
57
OSA usage v RCA rate: USA findings The USA has completed multiple projects where usage was analyzed and
efforts have been made to increase both internal and external usage. Below find some of the key findings.
“There are several different things that drive usage of the knowledge base. In the US, they saw their usage rate drop dramatically when the agents were told to obtain customer concurrence to help them over the phone. The way the agent tried to engage the customer was clumsy at best. Also, since the primary metric in the US Welcome Centre was LOS (Level of Service), the primary focus of team leads and managers became LOS, not solution rate or KB usage. In short, it was not as important to solve the customer’s problem as it was to answer the phone and get the customer off the phone.”
There were several projects conducted around solve rate (in the USA) and every project recommended increased usage of the KB in the Welcome Center.
Once the management focused on increasing usage and started making it a priority with the agents, the usage rate went up. Just so you have an idea of the difference, about 6 months ago, their usage was roughly 30%, and now with the increased focus it is around 55% and rising.
58
Standards: Style Guides
Key Message: All style work was agreed, documented, and followed yielding excellent results.
Agreement reached to utilize a single, universal (i.e. “generic”) version of English, French, Spanish
and Portuguese, saving incremental translation and file maintenance of additional languages.
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Recap The OSA Knowledge is always entered first in English There is always a gap between the English KB and the translated KBs. Current gap affects the troubleshooters / agents, and our remote
solves (linked to the OSA KB usage)
Main objective: Need the translated KBs to be kept up to date to increase the OSA KB USAGE, and consequently our Remote solves.
However: SMART issued Machine Translation technologies will not
replace the manual translation & costs Xerox will have to co-exist and integrate SMART technologies
with the OSA infrastructure SMART will have to be performant (speed wise)