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.

7

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

8

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

9

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

Email

Phone

Online Support (internal OSA)

Online Support (internal OSA)

•Eureka•Labs•Etc…

5%

Field engineers

73%

22%

10

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)

12

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

Email

$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

15

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

20

The Customer may contact Xerox for additional support, if required

The solution can be printed or emailed

21

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

23

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

24

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

27

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. 

28

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?

31

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

32

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

35

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

36

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

38

•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

39

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).

46

XE VOC (agents)– OSA usage (Nov 05)

47

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

48

• 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

49

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

51

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

53

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

54

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.

59

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)