• No results found

Customer Engagement in Today s Digital Age

N/A
N/A
Protected

Academic year: 2021

Share "Customer Engagement in Today s Digital Age"

Copied!
29
0
0

Loading.... (view fulltext now)

Full text

(1)

Making the Internet fast, reliable and secure

Customer Engagement in Today’s Digital Age

Julie Cardinali Brancik

Sr Technical Program Manager

(2)

Agenda

Who is Akamai Technologies

Akamai Community Journey

Akamai’s Project Approach

Internal Aloha Community Overview

(3)

As the global leader in Content Delivery Network (CDN) services,

Akamai makes the Internet fast, reliable and secure for its customers.

$2.2B

2015 Revenue

1,400+

Networks

5,000+

Customers

6,000+

Employees

AKAM

S&P 500

110+

Countries

(4)

WEB

PERFORMANCE

Deliver fast

responsive

web and mobile

sites

NETWORK

OPERATOR

Embed CDN into

carrier & mobile

networks

CLOUD

SECURITY

Protect against

DDoS,

web application &

other Internet threats

MEDIA

DELIVERY

Deliver high-quality

streaming video

at broadcast scale

CLOUD

NETWORKING

Optimize, scale

& secure the

enterprise network

AKAMAI INTELLIGENT PLATFORM™

AKAMAI SOLUTIONS

©2016 AKAMAI | FASTER FORWARDTM

(5)

EMPOWERING OUR CUSTOMERS TO INNOVATE

(6)

External Customer 

Community

The Akamai Community is where our customers go to get answers to their 

questions about Akamai products, search our knowledge base, read our research 

reports and whitepapers, and connect with our thought leaders.

(7)

Akamai Community Journey

2014 Feb 

RFP 

Akamai 

Community

2014 May

Purchase

JIVE‐X

selected for its 

security features, 

ease of operation 

and use, and 

support of rich 

content & 

features

2014 Oct

Launch

@Akamai Edge 

Customer 

Conference

Must Login to 

view any content

2015 April

Open

To Guests and 

Prospects

Most content 

open to the 

internet and 

google‐able

2016 Feb

Jive Cloud

Upgrade and 

Content 

Migration

New functionality

UI/UX Redesign

No more 

upgrades!

Increase consistency of brand‐experience

Align and integrate with existing support

processes

Foster peer collaboration support

Thought leadership to create opportunities 

and engagement

Align with marketing, social listening, analytics, and other programs

Provide customers with avenue for self‐service 

(8)

Akamai’s Project Approach

(9)

Akamai Community – Strategic Framework

What will make the community an 

indispensable resource?

Audience Needs

and Objectives

Overall Business Goal

Business Objectives

(What/ Who)

St

ak

eholder

 Va

lu

e

“S

tate

m

e

nt

of

 Deligh

t”

Community Objectives / Key Use Cases

Key Business Drivers / Objectives

How can community better support the desired user experience?

(10)

Business Objectives

Business Goal : 

“Build a unified online community to foster communication among the company’s globally dispersed customers, 

partners and staff, establishing a destination for peer‐to‐peer assistance and interactive self‐service.” 

Increase Customer 

Satisfaction and 

Loyalty

Business Objectives

• Reduce Support Case 

Submissions

• Reduce call volume ‐ deflect 

calls to self‐service Channels

• More quickly locate resources 

and find answers to questions

• Satisfy customers’ and 

partners’ request for more self‐

service

Reduced (optimize) 

Volume of Support 

Cases

• Provide enhanced customer 

support experience

• Address top customer‐

provided opportunities for 

improvement:

‐ Responsiveness to requests

‐ Improved knowledge system

• Better connect resources 

(peer‐to‐peer, and with 

appropriate Akamai 

resources)

Foster Customer 

Acquisition and 

Retention

• Provide easy access to 

knowledge articles, 

white papers, research 

reports and other 

information

• Obtain direct feedback 

from customers –

enhance products and 

overall value proposition

Better 

Communication with 

Customers, Partners, 

and Employees

• Provide a platform for 

thought leadership (blogs), 

company announcements, 

product news, and feedback

(11)

Target Audience Segments

Key Audiences

Member Segment

“Statements of Delight”

Customers

• I have a consistent central experience  • I am able to quickly locate resources and find answers to questions • I have the ability to network and connect with other professionals • I am able to give feedback and feel involved • I can manage my costs while getting the support I need

Akamai Staff

• I have a single location for providing customers information and documentation • I am able to gain insight into the questions asked and the information needed • I have a direct connection to customers and their product ideas, feedback and requests  that can feed into the product team • I am able to collaborate with my account team and store account data in one place

Partners

• I stay informed about Partnering opportunities (on‐roadmap) • I have a consistent central experience to access materials and resources (on‐roadmap) • I have easy access to information such as sales collaterals and information about our  products/services (on‐roadmap) • I know who to talk to at Akamai about various topics • I can participate in open discussions with Customers • I am able to collaborate privately with Akamai

Guests/Prospects

• I am able to understand Akamai’s offerings • I have the ability to network and connect with other professionals • I have insight in how Akamai works with its customers

(12)

Member Needs

Designing the community with “What’s in it for them” as our primary guide.

Member Segment

(who)

“I Want…”

(what)

How this will be accomplished in Jive…

(how)

End Users (Customers)

To avoid having to pay for Support by being able to self service support

Easy centralized access to the Akamai information To ask questions and  get support / answers to my questions

To reduce clicks / hunting for what I need

A clear place where I can post and view future feature requests

To network and connect with peers

Collaborate with my colleagues and implementation project team

Single site for documentation and questions

Robust Search and Easy navigation 

Posting questions to the Community based on Modules

Watching Places / blogs

Featured Partners, SMEs and access to experts

Rich product Content and documentation (How‐To’s and FAQs)

User Groups (per conference or regional)

Private Account Groups for services projects Akamai Staff

To reduce redundancy and be able to refer to a central repository of info

Access to a central good tool to support customers

To familiarize and enable customers 

To help drive satisfaction, loyalty and competitive differentiation among  clients

To be efficient in supporting, communicating and collaborating with  clients 

Gain insight into Customer requests and questions 

Capture questions asked for reuse

Provide a link to documents/info/content for customers 

Access to rich content and tools (docs, blogs, videos)

Able to point clients to the community for FAQs and other  documentation

Manage / collaborate in a private account group

Browse community Subject Matter Experts  (both internal, partners  and external)

To be recognized for my solutions, expertise and contributions

Association with good content  

Points for answering questions 

Be personally, or as a  team, highlighted and recognized Prospects & Guest

To gain insight in how Akamai works with its customers

To see partnership for support and assistance

To ask for references 

To ask product questions 

Starting discussions 

Browsing content

(13)

Internal Alignment – What did we need?

Key Internal 

Resources

What?  Who?

Details

Community Program Managers

• 2 FTE Heads

Ambassadors

• ~100 volunteers across about 20 topics

Akamai Account Team Leads

• Over 300 private groups created for account team collaboration

Budget!

• Support platform development • Growing community team • UI/UX design

(14)

Activation… Thought Starters

Communications

Communications

Training

Training

Roles and 

Responsibilities / 

Governance

Roles and 

Responsibilities / 

Governance

Motivators

Motivators

Content

Content

Activation And 

Adoption

Activation And 

Adoption

‐ Launch ‐ Ongoing Engagement ‐ Roles/Accountabilities

Addressed in content plan (seeded and user generated content)

•Identifying Ambassadors / advocates / influencers per business area (work with Product Community Mgrs.)

•Assure resource availability of key roles (designate but rotate) •Establishing / providing appropriate governance

•Incentives and reinforcement (tied to current recognition programs for internal users)

•Incorporate reputation scoring/ gamification concepts •Recognition programs

•Targeted communications to specific topics

•Build awareness of new platform (ongoing reports) •Highlight/ feature benefits – generate excitement •End users

•Advocates / Champions / Leadership •Business Area

(15)
(16)

Akamai Community 

Results

Improved self‐service helps customers get 

answers and information quickly.

Community members are answering each 

other’s questions, turning everyone into a 

support agent.

Leads to stronger relationships with and 

among customers and partners, resulting 

in improved customer satisfaction, 

customer retention, shorter sales cycles 

and technology adoption.

“Launching our community has been that rarest of IT project outcomes: a win‐win‐win. It makes our customers happier

because they can find the information they need in their own time. It makes our services and support teams scale better as

customers are able to help themselves. And it makes our sales teams excited to see their customers getting connected to the

customer base and learn best practices from each other and become happier customers .I don’t know how we managed so

long without it!”

(17)

• Community is ~1 ½  Years Old

• 13,000+ registered members 

globally

• 8,300+ pieces of content

• 1,100+ Thought Leadership Blog 

Posts

• 90,000+ Pageviews per Month

• 22,000+ Visitors Per Month

• Geographic traffic split: 50% 

Americas, 20% EMEA, 30% Asia‐

Pacific

• 300+ Groups and Spaces 

• 95% of questions have responses

Akamai Community – By the Numbers

(18)

Customer Support in the Community

Online Technical Support Solutions

Resolved by Customer Resolved by Akamai Expert Resolved by Other Goal

Exceeding our 

goals! 

60% average of 

online questions 

are answered by 

Akamai Experts

95% of 

questions 

asked have 

responses

(19)

Customer Community Member Breakdown

Customers 58% Partners 8% Guests 3% Employees 31%

Member Breakdown

Americas, 50% Asia‐Pacific, 20% EMEA, 30%

Geographic Traffic

(20)

They said, “Save money! Move to 

Cloud!”  So we did. Cuz we like to 

save money.

(21)

Business Justification

● No upgrade costs (Approx. $40K per major 

upgrade 12‐18 months)

● No additional significant time from IT for both 

minor & major upgrades

● Single User Experience for login / registration 

with mixed‐mode authentication 

● No Customizations ‐ Keeps environment 

simple & requests limited

● Always have the latest and greatest product 

features & enhancements

Challenge!

● Preparing for new features 3‐4 times a year

Upgrade from Single‐Tenant to Multi‐Tenant Cloud 

March 2016

(22)

Transform Customer Support

In order to transform customer support for our customers and partners 

we focused and implemented the following:

1.

Thought Leadership – Blogs

2.

Collaboration & Self‐Service – Discussions, Question & Answer, Ideas & Polls

3.

Knowledge Sharing – CRM Connector for Knowledge Articles from Salesforce

4.

Dual Authentication – Mixed‐Mode Authentication (Allows SSO and Jive 

Guest Registration)

5.

2016 Goals – “Click to Case”, Implement a Content Strategy, Integrate with 

Akamai Advocate Program, and Gamification

(23)

Internal Employee Community

Aloha Community is Akamai’s internal employee community where we go to get 

work done and work out loud.  Collaborative content created through Aloha is 

published to the Akamai Customer Community.  

(24)

Aloha Community Journey – Employees Only

2014 Dec

Purchase

JIVE‐N

2015 May

New Hire!

Experienced Enterprise 

Community Manager hired to 

launch the new community

2015 Aug

Launch

Supposed to be

Soft‐launch, but

Everyone wanted

In!

EOY 2016

Full, thoughtful, 

reorganized migration 

of static intranet content 

to Jive

(25)

In order to best support the hyper connected world outside of Akamai, we need to foster a 

hyper connected world within Akamai.

Collaboration drives us Faster Forward

The Aloha Community provides a single source for accessing Akamai’s collective knowledge 

base, allowing associates around the globe to collaborate within teams and across functions 

to unleash innovation and move Faster Forward.  It is…

● Our standard, universal collaboration platform

● The next generation social intranet

● The place where associates go to get informed, connected, and inspired

Aloha Community (Employees Ony)

(26)

Evolving Towards an Interactive Intranet

Goal: Standard, universal set of productivity tools

● Unified Communications ‐ on the spot conversations 

and knowledge sharing

● Social Collaboration ‐ fluid conversations and 

knowledge management

● Email ‐ one time communications

PLUS Additional tools you need to get YOUR job done

BUT Getting rid of redundant systems and disparate solutions

Timeline: Full, thoughtful, reorganized migration 

of static intranet content to Jive by End of 2016

(27)

Quick success at Soft Launch

6000+ employees...

• ~2000 visitors in 24 hours

• 5207 active in 1 month

• 89% adoption in 4 months

Steady growth

• Solid increase In participation and 

contribution

Embodying “Faster Forward”

“I have always followed the model of work with the fish already swimming in the right direction and the rest will 

naturally follow. Essentially, we worked to steer the current by raising up the early adopters. At Akamai, the 

majority of the company started to swim in the right direction rather quickly, with early adopters swimming 

slightly ahead. As a result, the usual struggle for adoption and buy‐in was replaced by the new struggle of 

keeping up with our own current.” 

‐ Kirsten Laaspere, Enterprise Community Manager

(28)
(29)

Join us at:

https://community.Akamai.com

Thank you!

References

Related documents

In order to prune the rotational search efficiently, we begin each 3D rotational docking search by building a list of all possible receptor and ligand attractive surface bead pairs,

A detailed illustration with real-world data from major retailers suggests that optimal solutions to the proposed models can result in significant savings for bundle

Search terms that will be used include combinations of the following key words: relationship, intimate relationship, romantic relationship, couples, couples therapy, marriage,

Spirakis, Expander properties and the cover time of symmetric random intersection graphs, in: Proceedings of the 32nd International Symposium on Mathematical Foundations of

Abstract: Introduction: To explore the information seeking behavior of Internationally Educated Nurses (IENs) and to investigate their exposure to libraries and library training in

a) do not meet the content, minimum duration and/or cumulative duration criteria are classified as category 1 (no level completion). b) meet the content, minimum duration

6 Select the Device setting created with procedure 5 with [Traktor]  [Preferences...]  [Audio Setup] on the TRAKTOR PRO/PRO 2. 7 The Multi Player will be automatically set

Based on the data analysis in cycle 1 and cycle 2, it was found that implementing the Problem Based Learning model in improving students’ critical thinking skill