the evolution of technology to drive the user experience john burke ltl connect/burke consulting...
TRANSCRIPT
The Evolution of Technology to Drive the User Experience
John BurkeLTL Connect/Burke Consulting
August 9, 2007
Historic EAP
• System driven- Prescriptive approach; core services- Rigid legacy data systems- EAP focused scripts
Transformation of EAP
• System driven approach is becoming dated• The customer customizes their service• The end user chooses how services are to be
delivered• Technology provides the platform from which
the service is delivered
Create a platform that allows individuals to serve themselves in their own way, at their own pace, in their own time, according to their own
needs. Consumers know that they can have more control so we must adapt and offer tools to let the consumer be in control. Companies
who prosper today are the ones who understand the self-directed consumer.
The World is Flat - Thomas Friedman
EAP Marketplace Realities
• Pricing is highly sensitive• Margins are slim• Legacy systems restrict growth• Innovation brings about success• Embracing change is essential• Technology strategy is a must
Two Areas to Explore
• Customer Relationship Management Technology
• Web 2.0/Social Networking
Customer Relationship Management
A broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer information. It enables you to understand, anticipate and respond to your customers' needs in a consistent way, across all channels of communication, opening the door for gains in customer advocacy and the most efficient business processes.
CRM Technology
A strategic tool that combines business processes, technology, employees and information across an enterprise to attract and retain profitable customers.
Attributes of CRM Technology
• Identifies customer preference so you do not have to push product
• The ability to go global• Gives power to the end user• Conduct business according to customer needs • Integration with other systems• Flexibility to allow business strategy to change• Demonstrates results• Customer retention
CRM and EAP
• Service delivered customized to the needs of the customer
• Data collection and analytics that demonstrate impact and outcome
• Out-bounding capability that builds relationship with the customer and end user
Ask questions
CRM system
Telephone
Online coaching
Information Center
Surveys
Assessments
Data warehou
se
Via data intelligence system
Via business
intelligence and
mining system
Predictive capability
Live reporting on customer PC/intranet
Customized
reporting
Technology System – data & analytics
CRM system
Technology System – outbound to client
E-mail and e-
newsletters
Outbound calls
SMS reminders
Pod casts
E-marketing
system
E-marketing
system
Knowledge base
Knowledge base
E-classes
and webinar
s
Web 2.0
A phrase coined by O'Reilly Media in 2004, refers to a perceived or proposed second generation of Web-based services—such as social networking sites, wikis, communication tools, and weblogs, podcasts—that emphasize online collaboration and sharing among users; the end user is the driver rather than the vendor.
Web 1.0 is about sites, clicks and eyeballs
Web 2.0 is about community, participation and peering
Wikinomics
• Openness – with the rapid change in science and technology, companies must be open to external ideas, human capital and partners.
• Peering – hierarchy is diminishing while horizontal organizations are emerging with employees self-organizing
• Sharing – IP is enhanced by sharing with others• Acting Global – US does not dominate
Wikinomics - Tapscott & Williams
“Social networking technology” refers to software and web-based services that enable users to leverage their personal
relationships for networking, hiring, employee referrals and references.
What are the implications for EAP?
Over 1 billion people world wide participate in Web 2.0
The internet is becoming a giant computer that everyone can program, it provides a global infrastructure for creativity, participation, sharing and self organization. It’s about
participation rather than passively receiving information.
2006 Users
• Flickr beat webshots• Wikipedia beat Britannica• Blogger beat CNN• Epinions beat Consumer Reports• Upcoming beat evite• Google Maps beat MapQuest• MySpace beat friendster• Craiglist beat Monster
Why the Change?
Losers launched web sites, worked within their own walls, innovated internally, and guarded their data and software interfaces
Winners launched vibrant communities, public environments, innovated with users and shared with everyone
Leading Social Networks
• My Space – North America, 114 million, 72% growth
• Facebook – North America 52 million, 270% growth
• Bebo - UK• Orkut – Brazil, Asia Pacific• Hi5 – International, 56% growth• Friendster – 65% growth• Tagged – 774% growth
Leading Business Social Networks
• Linkin• Plaxo• Second Life• Visible Path• HR Marketer
Emerging Mental Health Social Networks
• Real Mental Health• Psychcentral
RealMentalHealth.com is the first social networking site focusing on mental health treatment and wellness. The online community
includes individuals, their family members, loved ones and friends who want to easily and
interactively obtain knowledge about symptoms and treatments in a supportive community
environment.
Success will be impacted by the willingness to embrace change, the understanding of needs, the recognition of the consumer as
the driver, the ability to be creative and innovative, and the demonstration of
outcome and impact.
