Quality Experience Telemetry

Jose Johnson, Luis Morales, Alka Jarvis

Description

This is an important and timely book. Students of organizational behavior for the last 15 years have been asking how to integrate the technology of data gathering and data analysis with critical organizational challenges. This book shows how to do that, using the field of customer service to illustrate the broader point. This volume allows lay readers to understand telemetry and helps them enhance their data-gathering activities to strengthen customer relations.
Author of The Agenda Mover: When Your Good Idea Is Not Enough and
Transforming the Clunky Organization: Pragmatic Skills for Breaking Inertia (Cornell University Press)
Telemetry is an automated way of collecting data at remote sites or locations, and transmitting it to collectors at receiving site for monitoring, analyzing, and driving improvement actions. This book provides the necessary knowledge and information to understand the telemetry infrastructure and associated details. It will enable readers to implement a telemetry program to address customer experience pain and improve customer experience.
The authors of this book have all served in different roles and capacities in one of Silicon Valley's premier technology companies. These roles include software engineering, customer assurance, quality management, technology development, and implementation. Their paths intersected in the area of quality management, and they have witnessed first-hand how the latest technology/market transitions around Internet of Things (IoT), digitization, and telemetry are impacting the company they work, as well as the high-tech industry and global economy as a whole.
The real-time nature of data and the advent of machine-learning algorithms have set the stage for a new era that the authors call adaptive customer experience. The premise of this concept is that real-time availability of customer experience data opens the door for real-time responses based on machine-learning algorithms. This creates an unprecedented opportunity to change the relationship between customers and the systems they depend on in their digital world.
The proliferation of sensors and improvements in data science capabilities are creating an environment where the possibilities for telemetry are limitless. The book provides several examples of use cases and applications that help bring telemetry to life.

Sujets

• Business
• Qualité, hygiène, sécurité, environnement
• Vente
• Data Anlytics
• Data Science
• Computers
• Informatique
• VOC
• IOT
• Gestion des ventes

Informations

• Publié par: ASQ Quality Press
• Date de parution: 03 avril 2018
• Nombre de lectures: 0
• EAN13: 9781953079183
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Quality Experience Telemetry

How to Effectively Use Telemetry for Improved Customer Success
Alka Jarvis, Luis Morales, and Johnson Jose
ASQ Quality Press
Milwaukee, Wisconsin
 
American Society for Quality, Quality Press, Milwaukee 53203
© 2018 by ASQ
All rights reserved.
Library of Congress Cataloging-in-Publication Data
Names: Jarvis, Alka, author.
Title: Quality experience telemetry : how to effectively use telemetry for improved customer success / Alka Jarvis, Luis Morales, and Johnson Jose.
Description: Milwaukee, Wis. : ASQ Quality Press, [2018]
Identifiers: LCCN 2018001111 | ISBN 9780873899673 (hardcover : alk. paper)
Subjects: LCSH: Customer relations—Quality control. | Customer services—Technological innovations. | Telematics.
Classification: LCC HF5415.5 .J373 2018 | DDC 658.8/12—dc23
LC record available at https://lccn.loc.gov/2018001111
No part of this book may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.
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Managing Editor: Paul Daniel O’Mara
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Foreword

The notion of telemetry, the capacity to access remote data quickly, has, indeed, been around, as the authors point out, for a long time. With advancing technological capabilities becoming a robust reality, there are numerous ways of gathering data, fast ways to analyze it, and an ever-increasing capacity to expand the type of data and sources that can be mobilized. This capacity opens immense and important opportunities. While we have an ability to gather information quickly, this ability in and of itself is meaningless unless we know why we are actually gathering it and understand the particular problems we are trying to solve. Data can blind us unless we know what we’re looking for. Without a framing perspective, the data we gather accomplishes little.
This book does just that for the field of customer service. The authors have done something remarkable, in my opinion. They’ve asked, first and foremost, what are the critical organizational behavior questions that need to be answered and, in turn, what are the systems, processes, and software that can be employed to answer those questions.
This is an important and timely book. Students of organizational behavior for the last 15 years have been asking how to integrate the technology of data gathering and data analysis with critical organizational challenges. This book shows how to do that, using the field of customer service to illustrate the broader point.
In recent years, much has been written about the value of having deeper relationships with customers. This is especially true, as the authors point out, in the area of customer retention. How does an organization establish a continuous relationship that is agile, scalable, and responsive to customer needs? Selling a product or solution at one point in time is never enough. We must continuously monitor customer challenges, problems, and needs. The challenge is obvious. What is the best and most cost-efficient way to ensure this? How can we establish a proactive relationship with customers that ensures their retention, fulfills their expectations, and, all in all, establishes a “top-class customer experience”?
At its core, to my mind, this volume provides a blueprint to doing just that, and does so in a clear fashion. Specifically, this volume allows lay readers to understand telemetry and helps them enhance their data-gathering activities to strengthen customer relations. It gives the readers the tools they need to ensure continuous improvement and adjustments to enhance the customer relationship. It suggests modes of analysis to identify critical problems and their causes. In addition, it gives the reader the perspective to create and develop actionable responses.
In many ways, this book serves as a critical venue to introduce tools, constructs, concepts, and methodologies that allow leaders in contemporary organizations to make sure they have the systems in place to read both the strong and weak signals that suggest a need to make adjustments, take steps, or further elaborate on a particular problem. In today’s complex world, without having these tools, it is no longer possible for one organization, one unit, or one department to monitor the customer’s environment and stay ahead of customer aspirations.
In a world where we would like to be able to operate in real-time as much as possible and where it is essential that we stay agile to stay ahead of the competition, the very notion of telemetry, not simply as a technology but as a mindset, is essential. This volume makes this evident and concrete.
Samuel B. Bacharach
McKelvey-Grant Professor, Cornell University, New York
Founder, Bacharach Leadership Group, and author of 20 leadership books
 
Preface

The authors of this book have been working for one of Silicon Valley’s premier technology companies for more than a decade. During this time, we have all served in different roles and capacities including software engineering, customer assurance, quality management, and technology development and implementation. However, our paths have repeatedly intersected in the area of quality management and we have witnessed how the latest technology/market transitions around the Internet of Things, digitization, and telemetry are impacting the company we work with, the high-tech industry, and the global economy. On multiple occasions, we have met and discussed how exciting, significant, and potentially transformational these changes will be to the way companies do quality management and drive continuous improvement in customer experience. Ultimately, a decision was made by us to write a book that would explore these opportunities in more detail.
Specifically, this book is dedicated to the study of telemetry data and its potential use to drive continuous improvement in customer experience. The real-time nature of the data and the advent of machine-learning algorithms have set the stage for a new era we call adaptive customer experience . The premise of this concept is that real-time availability of customer experience data opens the door for real-time responses based on predeployed machine-learning algorithms. This is creating an unprecedented opportunity to change the relationship between customers and the systems they depend on in their digital world.
Why is real-time quality data availability such a big deal? To understand, you must realize that most data used today to measure customer experience comes from analysis of customer calls. Customer call data gets processed typically once a month, at which point it is used to update downstream metrics. Depending on the metric, a statistically significant change in trend will not raise an alert unless it happens for at least two reporting cycles (two months) in a row. At this point, one is lagging at least two months from the moment the customer experienced the pain that triggered the call. Additionally, factors such as metric normalization (e.g., install base) prevent metrics from reacting to small changes. Analogous to turning a large ship versus a small boat, strategic metrics won’t move unless a significant portion of the install base is experiencing a problem. So again, data based on customer calls will not trigger a systemic corrective action until the problem becomes more pervasive.
In addition to real-time responses based on algorithms, there is still a need for some of the data collected through telemetry to be sent and shared with software vendors in order to drive more systemic improvements. Today, companies tend to tailor their business operations around quarterly business reviews (QBRs). These forums occur at different levels within a company and are designed to prepare and review the information needed to create financial reports to investors. Customer experience and quality data is typically reviewed in QBR forums and the monthly/quarterly cycle time of data refresh fits nicely into that business cadence.
With the advent of real-time customer experience data, there is an opportunity to consume the information differently and accelerate time to action. A path to achieve that builds on the concept of digitization but specifically focuses on operational processes targeting quality. We call those processes critical-to-quality processes . If we target those processes that are critical to quality first, we are enabling the company to consume/respond to customer experience faster than ever. Customer support and customer listening are good examples of critical-to-quality processes being targeted for digitization today.
In this book, we use customer success as an example of a business model that is highly dependent on telemetry data. This model is being widely adopted by software and service companies. The idea behind this is to get the salesforce to think about a broader customer life cycle that includes adoption, renewal, and refresh, in addition to the traditional sale. Customer success and customer experience are highly intertwined so it is important to understand differences and similarities.
Finally, we get into use cases a