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Image Management: Successfully Marketing Your Help Desk

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Page 1: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

Image Management:

Successfully Marketing Your Help Desk

Page 2: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

1 © MetricNet, LLC, www.metricnet.com

20 Years of Help Desk Data

More than 1,300 Help Desk Benchmarks

Global Database

30 Key Performance Indicators

Nearly 80 Industry Best Practices

Page 3: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

2 © MetricNet, LLC, www.metricnet.com

Then and Now: 20 Years of Benchmarking Metrics

Key Performance

Indicator

Industry Average Performance

1988 2008

Monthly Contacts per

End-User 0.79 1.81

Cost per Contact $9.57 $21.52

Average Handle Time 6:27 12:20

Resolved on First

Contact 35% 68%

Resolved at Level 1 39% 84%

Starting Agent Salaries

(2008 dollars) $27,280 $36,340

Help Desk Cost per

End-User per Year $97 $574

Page 4: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

3 © MetricNet, LLC, www.metricnet.com

The 20 Year Trend in Help Desk Budgets

Help Desk budgets have grown from 0.7% to 4.3% of corporate IT spending over the last 20 years.

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

Help

Desk B

ud

get

as a

% o

f T

ota

l IT

Sp

en

d

1988 1996 2000 2004 2008 1992

0.7%

1.4% 1.8%

3.3%

4.0% 4.3% A 6 Fold Increase in Help Desk Budgets!

Page 5: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

4 © MetricNet, LLC, www.metricnet.com

Newer help desks and

less evolved help desks

are in this category

Help desks in this stage

are unable to anticipate

or prepare for problems

A reactive “fire-fighting”

mentality prevails at this

stage

Call volume continually

increases at this stage

Customer satisfaction is

the goal

The primary goal of a

strategic help desk is to make

end users more productive

Help desk anticipates

problems and takes action to

prevent occurrence

A proactive mentality prevails

Users are given tools to solve

their own problems

Call volume sometimes

declines at this stage

Problem complexity increases

Customer enthusiasm

and value creation is the

goal!

Heavy investments in

training and technology

characterize this stage

An expert network of

problem solvers is

established outside the

help desk

Automation begins

ACD, VRU, report

generation, etc.

Knowledge base

established

Call volume oftentimes

levels off

Support Stage Transitional Stage Strategic Stage

The Help Desk Evolution

Page 6: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

5 © MetricNet, LLC, www.metricnet.com

61%

31%

8%

Support Stage Transitional Stage Strategic Stage

Traditional customer

support paradigm

The help desk makes a shift

from following the customer to

leading the customer

The help desk operates in a

non-traditional customer

support paradigm – every

transaction adds value!

How Far Has Your Help Desk Evolved?

Page 7: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

6 © MetricNet, LLC, www.metricnet.com

Three of the Most Important Industry MegaTrends

1. The Holistic Use of KPI’s: The Hidden Value of

KPI Correlations

Yesterday’s Session

2. Striking the Right Balance: Cost vs. Quality in IT

Support

Earlier Today

3. Image Management: Successfully Marketing Your

Help Desk

This Session!

Page 8: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

7 © MetricNet, LLC, www.metricnet.com

Six-Part Model for Help Desk Best Practices

Customer

Enthusiasm

Strategy

Human Resources

Process Technology

Performance Measurement

Stakeholder Communication

Model

Component Overview

Letter

Grade

Strategy Defining Your

Charter and Mission C+

Human

Resources

Proactive, Life-cycle Management of

Personnel C-

Process and

Procedure

Expeditious

Delivery of

Customer Service B+

Technology Leveraging People

and Processes C

Performance

Measurement

A Holistic Approach

to Performance

Measurement D+

Stakeholder

Communication

Proactively

Managing

Expectations D-

Page 9: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

8 © MetricNet, LLC, www.metricnet.com

The Fundamental Issue: Perception ≠ Reality

LOWER COST HIGHER ACTUAL VALUE

PE

RC

EIV

ED

VA

LU

E

HIGHER

LOWER

Perceived Value > Actual Value

Perceived Value < Actual Value

Page 10: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

9 © MetricNet, LLC, www.metricnet.com

Where Does Your Help Desk Operate?

LOWER COST HIGHER ACTUAL VALUE

PE

RC

EIV

ED

VA

LU

E

HIGHER

LOWER

Perceived Value > Actual Value

Perceived Value < Actual Value

A Common (but

Dangerous) Operating

Position

Page 11: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

10 © MetricNet, LLC, www.metricnet.com

Operational Effectiveness First!

LOWER COST HIGHER ACTUAL VALUE

PE

RC

EIV

ED

VA

LU

E

HIGHER

LOWER

Perceived Value > Actual Value

Perceived Value < Actual Value

#1 Operational

Effectiveness

#2 B

ran

d

Man

ag

em

en

t

Page 12: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

11 © MetricNet, LLC, www.metricnet.com

Your Help Desk Performance

Performance of

Benchmarking Peer

Group

Determine How Best in Class

Achieve Superiority

Adopt Selected Practices of

Best in Class

Build a Sustainable Competitive Advantage

The ultimate

objective of

benchmarking

COMPARE

Benchmarking Improves Operational Effectiveness

Request a copy of MetricNet’s whitepaper on Help Desk Benchmarking.

Page 13: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

12 © MetricNet, LLC, www.metricnet.com

Operational Effectiveness: The Balanced Scorecard

Step 1

Six critical

performance

metrics have been

selected for the

scorecard

Step 2

Each metric has been

weighted according to its

relative importance

Step 3

For each performance metric,

the highest and lowest

performance levels in the

benchmark are recorded

Step 4

Your actual

performance for

each metric is

recorded in this

column

Step 5

Your score for each

metric is then

calculated: (worst case

– actual performance) /

(worst case –best case)

X 100

Step 6

Your balanced score for each

metric is calculated: metric

score X weighting

Worst Case Best Case

Cost/Contact 25.0% $35.00 $6.00 $18.44 57.1% 14.3%

Customer Satisfaction 25.0% 60.0% 97.0% 73.2% 35.7% 8.9%

Agent Utilization 10.0% 30.0% 85.0% 51.7% 39.5% 3.9%

First Contact Resolution Rate 15.0% 25.0% 95.0% 68.3% 61.9% 9.3%

Agent Satisfaction 20.0% 34.6% 88.3% 74.0% 73.4% 14.7%

Average Speed of Answer (sec) 5.0% 140.0 10.0 52.0 67.7% 3.4%

Total 100.0% N/A N/A N/A N/A 54.5%

Metric

Score

Balanced

ScorePerformance Metric

Metric

Weighting

Benchmark

Performance Range Your Actual

Performance

12

Page 14: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

13 © MetricNet, LLC, www.metricnet.com

Balanced Scorecard Summary*

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Help

Desk B

ala

nced

Sco

re

*The scores shown in the chart are based upon the performance metrics,

weightings, and data ranges shown on the previous page.

High 87.9%

Average ----- 51.1%

Median 50.6%

Low 17.5%

Your Score 54.5%

Key Statistics

Help Desk Balanced Score

Page 15: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

14 © MetricNet, LLC, www.metricnet.com 14

But It’s Not Good Enough…To Be Good Enough!

Lower Cost Cost (Efficiency)

Qu

ality

(E

ffecti

ven

ess

)

Top Quartile

Efficient and Effective

Lower Quartile

Middle Quartiles

Effective but not Efficient

Middle Quartiles

Efficient but not Effective

Your Service Desk

Peer Group

Higher Cost

Lower

Quality

Higher

Quality

© MetricNet, LLC, www.metricnet.com

Page 16: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

15 © MetricNet, LLC, www.metricnet.com

Closing the Perception vs. Reality Gap

LOWER COST HIGHER ACTUAL VALUE

PE

RC

EIV

ED

VA

LU

E

HIGHER

LOWER

Perceived Value > Actual Value

Perceived Value < Actual Value

Closing

the

Perception

Gap

Where you Should Be

Where you Are

Page 17: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

16 © MetricNet, LLC, www.metricnet.com

Image Management: The Five W’s

1. Who – Who are the Key Stakeholder Groups?

2. What – What are the Key Messages?

3. When – When are You Going to Communicate Them?

4. Where/How – Where/How do You Reach the Stakeholders?

5. Why – Why are We Doing This?

Page 18: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

17 © MetricNet, LLC, www.metricnet.com

IT Management

Key Stakeholder Groups

Help Desk

End Users/ Clients

Company Management

Help Desk Personnel

WHO?

Page 19: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

18 © MetricNet, LLC, www.metricnet.com

Key Messages to Communicate

Services Provided

Hours of Operation

How to Access Service

Major Announcements

Performance Levels

Performance Improvement

Key Initiatives

Tips and Tricks

Basic How To’s

Success Stories!

WHAT?

No Information = Bad information

Page 20: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

19

Page 21: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

© MetricNet, LLC,

www.metricnet.com

20

Sample Help Desk Reference Guide

20

Page 22: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

© MetricNet, LLC,

www.metricnet.com

21

Sample Help Desk Reference Guide

21

Page 23: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

22 © MetricNet, LLC, www.metricnet.com

Communicate Your Performance Levels and Goals

80%

65%

$17.00

AGENT UTILIZATION

J F M A M J J A

FIRST CONTACT RESOLUTION

J F M A M J J A

COST PER CONTACT

J F M A M J J A

CUSTOMER SATISFACTION

J F M A M J J A

5%

80%

90%

CALL ABANDONMENT

J F M A M J J A

BALANCED SCORE

J F M A M J J A

COST PER CONTACT CUSTOMER SATISFACTION

FIRST CALL RESOLUTION RATE AGENT UTILIZATION

AGENT SATISFACTION CALL ABANDONMENT RATE

Page 24: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

23 © MetricNet, LLC, www.metricnet.com

Communicate Your Successes!

Page 25: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

24 © MetricNet, LLC, www.metricnet.com

Create a

balanced

scorecard

Document

agent career

path options

Define agent

performance

standards

Implement

call

monitoring

Communicate Your Plans for the Future

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Document

call handling

standards

Begin

customer sat

surveys

Establish root

cause anal-

ysis program

Rewrite IVR

menus

Support Stage Transitional Stage Strategic Stage

Page 26: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

25 © MetricNet, LLC, www.metricnet.com

Don’t Be Shy About Communicating Value!

Help Desk value models

Cost of Service

Money saved

End user productivity

Example: End User Productivity

2,600 end users generating 5,000 contacts per month

Help desk saves each end user an average of 1 hour 10 minutes

per contact

The equivalent of 5,833 productive hours saved per month

That’s 33.7 FTE’s per year…or more than 1% of payroll!

Page 27: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

26 © MetricNet, LLC, www.metricnet.com

New

Employee

Orientation

Session

Log-In

During IT

Training

Courses

There are Many Opportunities to Manage Image

Brown Bag

Lunches

Help Desk

FAQ Site

Periodic

Newsletters

WHEN?

Page 28: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

27 © MetricNet, LLC, www.metricnet.com

The Most Common Communication Vehicles

Where is IS failing to meet XXX needs?

Rank Fails Survey Question

1 - 22.1% 24. Availability of shared resources

2 - 16.2% 30. Your satisfaction with remote access services

3 - 14.7% 17. Continue using the IS Support Center

4 - 13.2% 28. Overall satisfaction with computing/network services

5 - 11.8% 21. The response to requested software changes

5 - 11.8% 29. Satisfaction with the current E-Mail services

7 - 10.3% 09. Current services provided by IS

8 - 8.8% 19. Developers understand your business requirements

9 - 8.8% 23. Reliability of business applications

10 - 7.4% 08. IS communication of products and services

10 - 7.4% 22. The response to requested enhancements

12 - 4.4% 07. IS value compared to the cost of services

12 - 4.4% 14. Value of IS Business Consultants

12 - 4.4% 20. Responsiveness to application maintenance requests

15 - 2.9% 12. Acquisition process for IT

15 - 2.9% 18. Applications provide the necessary functionality

12%

Avg.

2.9 % of XXX’s said issue18. failed to meet expectations.

Mean

for ALL

“fails”

Sort field

sequence

field

varriance

duplicate rank

Title of List

above

average

below

average

Selected Issues

WHERE/HOW?

Newsletters Brown Bag

Sessions Leave Behinds

Business Unit

Liaisons

Surveys Log-in Screens Webcasts FAQ Site

Page 29: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

28 © MetricNet, LLC, www.metricnet.com

The Help Desk “Chief Communications Officer”

The role of communications in the help

desk should be clearly defined

The person(s) responsible for help desk

communications should designated

Drive the overall message

Coordinate help desk communication

Meet with key liaisons

This ensures accountability for the

communications function

And helps to drive a consistent message

across the organization

Page 30: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

29 © MetricNet, LLC, www.metricnet.com

Summary: Success Factors in Help Desk Image Management

Messages T

imin

g

Timing

Frequent Contact • New employee orientation

• At log-in

• During training

• During the incident

• At scheduled sessions

Messages

Multiple Messages • Services

• Major initiatives

• Performance Levels

• FAQ’s

• Success Stories

Channels

Use All Available

• User liaisons

• Newsletters

• Reference Guides

• Surveys

• Log-in messages

Page 31: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

30 © MetricNet, LLC, www.metricnet.com

Why are We Doing This?

We’ve all heard the expression…

“Expectations Not Set…

are Expectations Not Met!

So, let’s get serious about proactively

managing expectations!

WHY

Page 32: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

31 © MetricNet, LLC, www.metricnet.com 31 © 2008 MetricNet, LLC, www.metricnet.com

Page 33: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

32 © MetricNet, LLC, www.metricnet.com

What Drives End-User Perceptions of IT?

84%

47%

31% 29%22%

8%

0%

20%

40%

60%

80%

100%

Help Desk Desktop

Support

Network

Outages

Quality of

Desktop

Tools

(Hardware

and Software)

Quality of

Enterprise

Applications

IT Training

% S

ayin

g V

ery

Im

po

rtan

t

84% of end-users cite the help desk as a primary factor

in shaping their opinions of corporate IT

WHY

Page 34: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

33 © MetricNet, LLC, www.metricnet.com

Some Final Thoughts

Managing the gap between perception and reality is fairly

straightforward

It doesn’t take a lot of time, or cost a lot of money

But it is critically important

The success of your help desk depends as much on your image, as it

does on your actual performance!

The Benefits of effective Image Management Include:

Customer loyalty and positive word-of-mouth referrals

Credibility, which leverages your ability to Get Things Done!

A Positive Image for IT overall

High levels of Customer Satisfaction

Page 35: Free Service Desk Training Series | Service Desk Image Management - How to Successfully Market Your Service Desk | MetricNet Certified

34 © MetricNet, LLC, www.metricnet.com

Upcoming MetricNet Webcasts

Register at www.metricnet.com

Unleashing the Enormous Power of Service

Desk KPI’s

Wednesday, April 15th, 2009 at 2:00 pm EDT

IT Customer Satisfaction Measurement

Tuesday April 21st, 2009 at 2:00 pm - 3:30pm

EDT

For more information on Industry Best Practices, please register for

MetricNet’s free upcoming webcasts