Transcript Slides

The Evolution of Technology to
Drive the User Experience
John Burke
LTL 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
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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
Assessments
Telephone
E-mail
Online
coaching
Surveys
CRM
system
Ask questions
Information
Center
Technology System – data &
analytics
Live reporting on
customer
PC/intranet
Via data
intelligence
system
Data
warehouse
Via business
intelligence
and mining
system
Customized
reporting
Predictive capability
Technology System –
outbound to client
Outbound
calls
E-marketing
system
E-mail and
e-newsletters
Knowledge
base
SMS reminders
CRM system
E-classes
and
webinars
Pod casts
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 selforganizing
• 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
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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
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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.
John Burke
[email protected]
910-328-0978