How IBM Support Uses Watson
The Service Innovation Series highlights examples of innovative approaches companies take to achieve service excellence. In this Service Innovation profile, we feature IBM’s use of its own Watson technologies as a platform to deliver a new approach to service delivery – Cognitive Support. Read on to learn how IBM uses Watson in technical support.
The Ongoing Pursuit of Service Innovation
For decades service organizations have sought to find tools and methods to reduce the burden and subsequent costs associated with assisted support delivery. Service automation and self-help strategies have helped to offload some of the support burden from support staff. These approaches however have limits with industry average self-help success and deflection rates in the mid 20% range. There are clearly benefits to capture and share knowledge with customers, yet it is costly and time consuming to keep knowledge and self-help systems up-to-date with dynamic product lines and everchanging customer needs.
IBM Cognitive Support
IBM’s approach to Cognitive Support is subtle and elegant. They have introduced an intelligence into the end-to-end support delivery process that can learn and evolve to “augment and scale human knowledge and expertise.” IBM staff do not need to retool the system every time a new product is released; the system does not rely on a formal knowledge management process to create customer-consumable content; and customers do not need to choose between self-help and assisted support. The Cognitive Support Platform is fully integrated into IBM’s existing support delivery process. It is designed to assist when it can and when it cannot it learns for future situations.
IBM has several advantages for adopting a cognitive approach. First, they own Watson, the foundation of their Cognitive Support Platform. Second, they have immense scale in support delivery and even small incremental gains can result in significant benefits. Early indications suggest that the Cognitive Support Platform will offer significant benefits to both IBM and customers. Customers get access to quality support with faster time to resolution. IBM gets more satisfied customers, significant cost efficiencies and the means to meet growing demand without breaking the bank.
Apply Smart People to Important Tasks
Perhaps the most profound benefit for both customers and IBM is the ability to reallocate human subject matter experts to high value service delivery activities – beyond the realm of break-fix. The ability for IBM to focus more effort on helping customers apply and succeed with IBM technologies is a win for all. For all these reasons ServiceXRG finds that IBM’s cognitive support efforts are innovative and will lead to service delivery excellence.
Are you an Innovator?
Through the Service Innovation Series, ServiceXRG highlights examples of innovative approaches to achieve service excellence. Companies featured within the Service Innovation Series are selected by ServiceXRG and do not influence the observations and perspectives presented.
Is your company a service innovator or do you know of other companies that are? If you would like to be considered for a future Service Innovation Profile or know of a company that should be featured, please let us know. Send an e-mail to Innovation@servicexrg.com with a brief description of your ideas.
Through the Service Innovation Series, ServiceXRG highlights examples of innovative approaches to achieve service excellence. In this Service Innovation profile, we feature IBM’s use of its own Watson technologies as a platform to deliver a new approach to service delivery – Cognitive Support.
Log-in to get your copy.
Login to Access the Full Report
If you don’t have an account, create a free* membership.
*Membership level determines your access to ServiceXRG research and other member services. Paid memberships include access to research and playbooks. Free memberships include access to some reports and discounts to others. Please visit our membership page for a list of available membership programs.
The future success of Customer Support relies on the ability of Support to scale to meet growing demand and fulfill an expanded, success-focused mission. Learn about proven initiatives for scaling Support delivery capabilities.
Automation plays an increasingly important role in support case deflection and management activities. Leverage these 5 service automation strategies to free up your skilled support staff for higher value activities:
Identifying and alleviating performance and usability issues can go a long way toward preventing demand for Support. Leverage these 7 strategies for issue prevention to help lessen Support demand:
The use of Self-Service deflection as a basis to justify investments in Self-Service fosters an expectation that it is only capable of reducing costs. This article explains why Self-Service is vital to a successful service strategy and delivers benefits well-beyond cost reduction.
This article introduces seven critical steps for successful service delivery automation and examines the intricacies and challenges associated with automating service processes.
Company executives understand that selling services alongside core product offerings leads to greater alignment and customer value, while subsequently decreasing the likelihood of customer churn and loss of recurring revenue. Well-defined services and the means to sell them are imperative. so why is selling services so difficult? This article introduces 10 ways to help Sales teams sell services.