Digitizing Technical Support

Phase 02 - Sustainable Content Generation

MY ROLE

Partner with the VP of GTO (Global Tech Support) and her Operations Director to uncover adoption issues and propose new ideas to optimize the tool. I performed the qualitative and quantitative research, facilitated a vision workshop, and created a process design for enabling GTO to publish new content regularly; taking advantage of other business process changes they had already initiated.

BARRIERS TO ADOPTION

To drive adoption of the Technical Knowledge Center, the site would have to be superior to the next-best alternative (NBA): the traditional phone channel which the aerospace demographic highly prefers over web. In the words of one participant, “your website sucks.”

Based on trends in our research, when our website “sucks,” it can usually be traced to one, or combination, of the: a) design and usability, b) the content and accuracy, c) the site performance, and d) the business rules governing the three and the sites overall purpose.

 

At this point in time there was already another IT project looking to replatform several web tools, including this one, so resourcing to address the Performance and Design & Usability enhancements needed was not available. Content would have to be our focus for the interim.

 

RESEARCH INPUTS

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MY STRATEGY

The Research Inputs told us where our problems lay and the business environment at the time dictated we focus on content. Users needed more content but it had to be relevant. Since our goal was to deflect calls coming into the call center, we should look at what problems/topics/products the call center is addressing.

DRIVING RELEVANCY

Applying the 80/20 rule to both product and help-topics within those products, we created Product Centers for the top 15 most called-on product lines with content addressing the top 80% of problem-topics with those product. 80/20 allowed us to get to a manageable amount of work that could have the most impact.

OUTCOME

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SUSTAINABLE CONTENT GENERATION

To further the drive to self-service, the Tech Support organization adopted the Knowledge Centered Support (KCS) service framework which results in Knowledge Article (support content) to be generated within the standard agent workflow.

 
 

The KCS framework above relies on the manual review of articles prior to making them public, but I developed a vision for automating this task. By creating an internal repository of pre-reviewed articles that was accessible by all internal agents, we could implement logic that pushes articles from that repository to the public as agents reuse, and thus validating the usefulness.