How We Built Avaya's Own Version of Khan Academy

974 videos, 2,159 subscribers, 272,211 video views – all in just 17 months. Those are the key stats around the Avaya Mentor program, our fast-growing set of how-to YouTube videos for Avaya products that my team and I have been producing.

Last week I had the pleasure of presenting at the semi-annual Technology Services World (TSW) Conference, hosted by the Technology Services Industry Association (TSIA) on the Avaya Mentor program, which I had also written about last August. This was a conference focused on services transformation and TSIA asked that I talk about how we at Avaya put together this video knowledge base, including challenges we faced. The breakout session was well attended and so I thought I would share this presentation with you here. Below is a YouTube video of me doing the presentation (not at TSW), which I’ve also summarized, along with more success metrics, for those who prefer to read.

As most of you have heard, the best example of using video to share knowledge is the Khan Academy. This non-profit’s website has a free collection of over 4,000 educational YouTube videos, surrounded by curriculum, quizzes, and incentives like points and badges. The topics range from simple addition, which has 1.7 million views, to the French Revolution with 400,000 views. 

Khan makes a point of having its contributors avoid a teacher-at-a-whiteboard approach, opting instead for a style that feels like you’re sitting at a table with a tutor, working through the topic on a piece of paper. This better aligns with the many of us for whom learning is a visual experience. Being able to see how to do something taps into something different in the brain than just reading about it. The intuitive simplicity of this approach has allowed the Khan Academy to eclipse MIT’s own online education system with a total of 260 million views. 

Another good example is Jove, the Journal of Visualized Experiments, which helps speed up academic research through online video. When an academic team publishes a research paper, they include instructions so that peers can reproduce their experimental results and thus verify the research. Even to experienced lab researchers, understanding exactly what the authors of the research were trying to convey can be difficult, sometimes delaying the peer review process by months. Jove allows them to more easily include videos to demonstrate the procedure.

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By this point, I hope you are asking yourself why you aren’t already using video for your knowledge base. Wouldn’t your employees and customers benefit from your company’s own Khan Academy? At Avaya, we found ourselves facing this question in the fall of 2011.

The President of Services challenged those of us in his extended leadership team to make our organization not just be successful in the market, but to be an organization that the analysts would write about. Put another way, it was no longer good enough to be lean and efficient; we needed to take the lead. 

Going All In

My proposal was to put together an Avaya version of Khan Academy. We would use video to expand on the company’s existing knowledge-base-focused-support-model. We limited our scope to basic how-to videos designed to help those that install, maintain, and support Avaya products, be they customers, partners, or Avaya employees. These were to be short how-to videos, not anything that would replace the training that Avaya Learning develops. 

Like Khan, we would focus on videos that were more live screen capture than talking heads. Additionally, I proposed that unlike Avaya’s existing knowledge base which is only available to our customers with a maintenance agreement, we would make the vast majority of our videos available for free on YouTube. By doing so, search engines like Google would be aware of this content, making it much easier for an engineer to find the answer to an Avaya-related question.

As we got started, getting buy-in from leadership was obviously important. A big part of that was that my team of engineers would need to reprioritize some of our work in order to make time for generating 800 videos in only 9 months. We had great support from Mike Runda, the leader of Avaya Client Services, who gave us the green light to move forward.

The Gear We Got

We evaluated a number of video production software suites and settled on Camtasia Studio. Camtasia gave us great features like the ability to use templates, splice video and audio in, as well as special editing features to highlight or zoom to certain parts of the screen. These licenses ran ~$150. Adding Camtasia required that we upgrade a number of our engineers’ laptops to meet the minimum specs, an upgrade that everyone was excited to have a good reason for.

We also went with a high-quality $80 USB microphone called the Blue Yeti. All in all, that’s about $230 per engineer. We felt it was important to maintain a common look and feel to these videos, so we built a template for Camtasia with legal and branding-approved intros and outros as well as standardizing on things like transitions. Due to our high quality standards, after reviewing the first handful of videos, Avaya’s branding team gave us carte blanche to publish to YouTube without further oversight.

Getting Started

For topic selection, I was lucky to be starting with an amazing team of subject matter experts. Most had no trouble coming up with topics for videos. For those that did get stuck, the engineer would talk with the support engineers to determine the most common repeat scenarios that they encounter and find a way to use these videos to speed up resolution and/or prevent the tickets from being opened in the first place. 

As word got out about our videos, we also started receiving requests from internal and external users. We set a limit of 15 minutes for all the videos and encouraged them to be under the 5 minute mark. The length would really depend on the topic, and I would challenge the author of anything over 10 minutes to see if they could break it into more than one smaller video. To give you a feel for our topics, here are six that show off the variety covering hardware, software, different product portfolios, even our own customer-facing tools.

Quality Control

As the lead for this effort, the most time-consuming part for me was the review and approval process. It was very important to me that we has a very high quality product and thus I personally reviewed each and every one, sending back to the author a list of changes that I wanted to see. The bar was set high and a single review could easily take me half an hour

To help reduce the number of errors, I would frequently share an updated list of common problems I was encountering. This was important as some had a harder time with the learning curve than others, encountering more than 20 issues per submittal, and multiple submittals of the same video. It is worth noting though that while everyone got much better at it with time; some were submitting perfect videos on day 1 while others never quite got there. Some of my engineers were frustrated with me as they felt the bar was set too high for quality. If I heard any extra noise in the background, or if a transition wasn’t crisp, I’d send it back. 

But our users noticed that quality and complimented us on it. I feel it was important to our success. After three months, I delegated the approval process to one of my top engineers, Bhavya Reddy. She was one of the best at producing error-free videos and thus I knew she could maintain our quality. Here’s her video on setting up Avaya Aura Session Manager, which has garnered more than 6,200 views.

After six more months, Bhavya transitioned this role to the company’s formal knowledge management team where it could be better integrated into the other KM processes. This is important as we made sure we always dual-published all YouTube videos to the standard knowledge base by embedding the YouTube video in an article. This helped us ensure that our users could trust that a search of http://support.avaya.com would return everything. The videos that were deemed proprietary were uploaded to an internal server instead of YouTube and published as internal-only articles in the existing knowledgebase.

Getting the Word Out

Building a knowledge base, or any tools, is pointless if you can’t get user adoption. I felt it important to delay the initial announcement until we had the first 100 videos published. I was concerned if someone came to the site and only saw 5 videos, they might never return. 

So once we reached 100 videos, I had the President of Services announce the program internally, followed by similar announcements in external communications to our partners and customers. To reinforce this in a more detailed way, I blogged about it on our corporate site wrote as well as created a Twitter account for Avaya Mentor, allowing people to receive tweets when new videos are uploaded. 

At last year’s Avaya’s User’s Conference in Boston, myself and others passed out materials to all the customers and partners we met with, be it at the conference center itself, or in a bar later in the evening. The IAUG group was actually so impressed with the program that they helped with advertising on all the plasma screens throughout the conference center. We’ve also partnered with the product documentation teams to include references to our program directly in the product documentation.

Our Results

With 16 months now under our belt, I thought I would share with you some of the measurable success we have had with the program. As I mentioned earlier, we have published nearly 1,000 videos on YouTube which have been watched more than 270,000 times.

While the U.S. provides our largest set of viewers, I’m happy to say that we are in 196 distinct geographies. What our support folks are most excited about is that we’re at 1,100 hours of video viewing per month which equates to about 10 full-time equivalents of people, which we figure equates to at least 3 FTE of labor avoidance. 

But perhaps the most interesting metric is that we are seeing significantly more views per article than Avaya’s text-based articles. Now, this is not an apples-to-apples comparison given that we used some of the company’s most knowledgeable resources and posted our content publicly. However, I still think it is clear that video-enabled content is that much more compelling than text alone. 

Three Unexpected Benefits

There are many surprising results from the Avaya Mentor project. The most exciting one for me as a manager was the impact to my employees. At first, I had some resistance from some of my engineers. They were not yet convinced of the value of these videos and combined with the steep learning curve and high quality expectations, some folks just weren’t interested. However, after the good press started, with people directly contacting these authors thanking them for their videos, they came around to its value.

I also saw increase in their self-confidence, which is typical after demonstrating how-to do something to others.  Having those people publicly thank you helps a ton, too. Our most popular video is actually about setting up an interface on an HP server – it has gotten more than 19,000 views! This video was created because many of our applications are sold with this server and this configuration is important. What we didn’t expect is that non-Avaya people would find it valuable to their usage of the same HP servers. I’ve found our video embedded in a variety of websites out there, having nothing to do with Avaya. 

The last surprise was discovering that a business partner pirated a few of our videos and re-uploaded them to YouTube and other sites, touting them as their own. This is something Avaya typically doesn’t care about as our videos tend to be marketing-based. The upside of this is that the message is getting out to more and more people. What makes me nervous is that if we find a problem with a video and need to take it down and re-release it, this partner likely won’t see that and bad information will continue to float around.

We’ve received great feedback from our users of the program. We get these comments on YouTube, Twitter, and via email. Sometimes we get suggestions for new videos to create, product support questions, or just encouraging statements like the ones shown here. As mentioned previously, feedback like this is very encouraging to our engineers.

I want to thank my team who helped make this program a success. We dedicated at least a third of our time for nine months building this program up and it was no small feat. I’m proud to say that Avaya has recognized all of them with well-deserved awards.

Contact or follow me on Twitter @CarlKnerr.

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Leveraging Big Data to Fine Tune Customer Experiences

Whether you realize it or not, big data is at the heart of practically everything we do today. Billboard companies, for example, are now leveraging eye tracking and traffic pattern analysis to gauge interest among drivers. Chances are one of those drivers owns a 4G-enabled vehicle that can track such things as performance and maintenance history. That person can also now record and analyze their utility usage via smart home solutions—anywhere, anytime. On a more critical level, doctors can now record and analyze patients’ heartbeats and breathing patterns to develop life-saving predictive algorithms.

In today’s smart, digital world, big data has opened the floodgates to never-before-seen possibilities. It has the power to course-correct potentially devastating outcomes, and it’s become a necessity for continually refining the customer experience. If you ask us, though, the best customer experiences today are supported by customer journey analytics.

The Need for Customer Journey Analytics

Customer journey analytics is a process that requires tracking and analyzing the way customers use a combination of available channels to interact with an organization. These channels range from human interaction (like speaking with a contact center agent) to fully automated interactions to assisted service (like live chat and co-browsing).

The need for customer journey analytics is simple: data solutions of the past simply won’t meet the next-generation customer needs of today and the future. Consider that just 10 years ago, channels like Web chat and social media were in their infancy (Facebook had only been around for two years). At the same time, the world’s first smartphone had only been on the market for one year. A lot has happened to transform the customer experience in a very short amount of time. As companies move forward in today’s age of rapid tech innovation, they must be armed with the right data strategy.

As mentioned, customers today use a vast number of channels and devices to interact with the brands they love. Each channel and device offers its own set of diverse scenarios for linking to other channels and devices, making no two customer experiences the same. Companies must be able to understand customers’ actions on any given channel or device in order to infer insights and create anticipatory engagement at the individual account level. For instance, why did one customer choose to purchase a product in a retail store verses online? Or, why did a customer end a live chat session before his or her inquiry was handled?

This level of understanding requires a comprehensive view of the data gathered from all channels and interactions that proceeded the moment in question. Customer journey analytics is a process designed to provide this comprehensive view and deliver deep benefits organization-wide—so much so that 60% of all large organizations are expected to develop customer journey mapping capabilities by 2018, according to Gartner.

Making Customer Journey Analytics Work for You

Companies need a data-driven customer approach to survive—and it needs to be effective to thrive. Many companies, however, struggle with taking their customer data and turning it into actionable results. In fact, a 2015 study conducted by PwC found that 43% of companies obtain little tangible benefit from their data, while 23% derive no benefit whatsoever.

To effectively apply your data, you must first determine what you wish to achieve with your data in the first place. In other words, what key objectives do you hope to achieve or improve upon by using big data (or specifically, customer journey analytics)?

Not sure? Here are four core initiatives to start you on a path to maximize your customer journey analysis efforts:

  1. Enable self-service.

    Self-service options—especially mobile—are rapidly increasing in popularity. Just consider that in 2015, Apple users downloaded over 51,000 mobile apps per minute. Also last year, 90% of customers used their smartphones in stores to make price comparisons, research specific products, and check online reviews.

    In today’s mobile-first world, businesses should leverage customer journey analytics to develop a sophisticated and integrated mobile experience—one that seamlessly integrates self service into their mobile app via visual, in-app self-service options. Conversely, this experience should offer customers callback options (either immediate or scheduled), as well as mobile chat (automated or agent-assisted) and video service. In addition to offering a stellar mobile UX, businesses should ensure backend capabilities that intelligently route customers to agents based on available context in order to drive relevant, meaningful interactions.

  2. Improve resource matching. We live in a world today where cars can park themselves and doctors can 3D print new organs, yet we still struggle with routing callers to the right subject matter experts. The time for next-generation routing is now, and it all starts with improved resource matching—specifically, attribute-based matching. This means matching customers with agents based on rich context, business KPIs, and organizational goals across all work items, channels, and resources to drive segmentation, increase prioritization, and determine the best course of action per customer.

    This also means choosing the right resources for each customer, regardless of where the resources reside within the organization. The right subject matter expert, for example, could be a contact center agent, a supervisor in your billing department, or your VP of sales. Customer journey analytics provides a 360-degree view of available resources organization-wide to support this level of attribute-based matching.

  3. Increase agent awareness. Not only is it important to collect the right information, but it must also be presented in a way that is visually understandable and easily accessible for agents. Imagine, for example, an agent being able to see where a customer has been on the company’s website over the last month, as well as that person’s live chat interactions last week. Imagine an agent being able to quickly see that a customer sent an email two days ago regarding a recent bill, or reached out via SMS because the company’s mobile app wasn’t working properly. Imagine if agents could gain this 360-degree, comprehensive view all in just one or two clicks of a mouse.

    Data is continuously generated in different ways, and is consumed by different people across different processes and applications. Having the right information at the right time empowers agents to focus on customers’ needs without having to ask for the same information multiple times (which, as we all know, is one of today’s greatest customer frustrations).

  4. Ensure continuous improvement.

    When it comes to big data, businesses can’t manage what they can’t measure. Therefore, it’s important that companies measure their data both in real-time and historically to help improve systems, processes, and applications over time. This is what will enable them to consistently deliver on key business objectives, operate within budget, and maximize every customer experience. Here are four key technologies for ensuring continuous improvement:

    • A data collector that can collect, standardize and normalize raw data across any data source so it can be used for enterprise-wide reporting and analytics.
    • A processing engine that can correlate, translate, calculate and publish normalized data into meaningful business measures.
    • A visual presentation platform that provides unified, real-time and historical reporting and analytics dashboards that can be used to visualize, analyze and explore key business measures.
    • Predictive analytics to discover new trends, apply changes based on insights, and continuously improve applications, workflows, self service and routing decisions.

So, how can you succeed with these four objectives to fine tune your customer experiences? That’s an entirely new discussion—however, we can tell you this: invest in a customer engagement platform that:

  • Provides a single view of customer interactions across all systems
  • Allows you to add data sources quickly
  • Can correlate data across both real-time and historical systems
  • Boasts an open and extensible reporting and analytics framework

Experience is everything. Learn How Avaya Oceana Works.

Quiz: Do You Know How to Choose the Right Support Services Provider?

All too often, we find that IT executives who are facing budget cuts buy unauthorized support services for their Avaya solutions. Doing so puts IT departments and their mission-critical networks at considerable risk. We’re raising awareness about the true value of having legitimate Avaya support services for your communications. We want to help IT managers learn that selecting the right support provider and service levels matters. Get started now by reading Support Services: Separating Fact from Fiction.

And take our True or False quiz:

  • All support service providers are the same.
  • Even if my current support option does not cover all, additional services can be bought for time and materials. It’s no big deal.
  • Third-Party Maintenance Providers (TPMs) can get access or entitlements to software patches, updates, or security advisories as needed.
  • My support services provider does not have automated diagnostics and auto-resolution capabilities. But, no worries. The team will still resolve my issues in a timely manner.
  • To keep costs down, TPMs rely on a network of vendors to support some sites.
  • I trust that my support provider is current with their manufacturer certification and methodologies. I don’t feel it’s necessary to periodically check.
  • Recovery capabilities from a catastrophic outage are offered by my provider. Protection for software or hardware not covered under contract might cost more, but it is a reasonable risk.
  • All equipment purchases, whether bought refurbished or slightly used, have worked out great so far. No complaints and we saved money.
  • I was notified about service support being discontinued with no “end of life” or “end of support” on any system, regardless of age. I did not have any other credible options.

Many IT managers operating in a harried world and reacting to the daily challenges of keeping their networks running at peak performance would undoubtedly answer “True” to at least one of the above. That’s where the problems start and re-evaluation is sorely needed.

It’s Time to Evaluate Your Options

As the end of the year approaches and budgets are being settled, now is the perfect time for many IT managers to take a second look to ensure that their systems remain at peak performance and to protect against unnecessary risks associated with unauthorized maintenance providers. Choosing the right support partner matters just as much as choosing the right products. Adjustments to meet growth will be needed. User needs will change. Disasters happen. How will you handle these challenges?

While selling support services, unauthorized maintenance providers are not certified, putting your network and systems at considerable risk and invalidating your warranties. To make the best choices, we suggest that Avaya customers consider the following key questions:

  • When did you last check to ensure that your services provider was current on training or certified on the products in your network?
  • Do you have access to Avaya support staff with technical expertise? Anytime, anyplace, from any device?
  • How often are you involved in resolving issues that your non-Avaya provider should be preventing or auto-resolving?
  • Do you have sufficient time to work on new projects or innovation?

All Services Are Not Equal

How much does downtime can an unplanned outage cost your company? On average, it’s $2700 per minute. Some TPMs state that their enhanced service level agreement is four hours to restore! The average cost of an hour of downtime is a staggering $163,674. Can you afford that?

It’s important to understand that unauthorized and third-party maintenance providers do NOT have access to time and material support, intellectual property, replacement parts, software patches, or certification. Unauthorized maintenance providers also do NOT have access to:

  • Avaya’s award-winning EXPERT SystemsSM automated diagnostic and proactive resolution platform
  • Avaya training for products, diagnostic tools and methodologies (e.g., EXPERT Systems, Avaya Knowledge Management, and Avaya SLA Mon™ technology)
  • Avaya Tier 3 support engineers
  • Avaya’s battle-tested Emergency Recovery team

What’s in Your Support Services?

Did you know that Avaya’s lifecycle policy is designed to protect our customers’ investments and support their mission-critical networks even after our products move from End of Manufacturer support? Did you know that Avaya now offers Remote Only Support (access to Intellectual Property and remote technical support through to Tier 3), and Indefinite Access (access to Intellectual Property)?

Because unauthorized maintenance providers claim to provide 20%-50% savings versus the standard for the same or better service, it is best to make an apples-to-apples comparison. The best support services companies offer world-class customer service, as demonstrated by Avaya’s third year in a row win of the NorthFace ScoreBoard Award, which is based on actual customer satisfaction scores.

Remote automated diagnostics and resolutions help repair potential problems quickly, saving time and reducing the risk of an outage. Focusing on proactive problem prevention, rapid issue resolution and continual solution optimization helps make effective use of time and communications resources in alignment with your organization’s strategic objectives.

Avaya support comes with the following benefits:

  • 73% more likely to avoid an outage
  • Auto-resolution of 93% of alarm-generated service requests without human intervention
  • Restoration of 90% of outages in less than two hours

So, as the end of year approaches, it’s time to look forward. Consider your best options to keep your systems running at their peak throughout 2017. And remember, the quality of the support you get matters…especially when you most need it.

Serving Customer Buying Patterns Means Our Partners are “Living on the Edge”

Today’s business environment is a competitive and dynamic landscape that necessitates innovation in communications and collaboration. Technology solutions are more than mere infrastructure investments, they are business success enablers. This has led to a major transformation in customer buying patterns. Customers have changed how they approach, purchase, and deploy ICT—information and communications technology–and we’ve changed how we sell to customers. Simply put, customers are requesting as much agility in their solutions and infrastructures as they require functionality, if not more.

Here at Avaya, we recognized several years ago that one size NEVER fits all. That’s why we made the strategic decision to transition to a software-and-services-led company providing solutions and platforms. To keep pace with customer buying patterns, we totally changed our product mix, made everything available as a software component, and gave our customers more flexibility in how they consume our solutions.

That last point reflects another major shift for Avaya—we put our customers first. That may sound self-evident, something all companies should be doing all the time, but it all too often doesn’t happen in the IT industry. It certainly wasn’t happening at Avaya. In 2011, our Net Promoter Score was hovering in the 20s, placing us … well, on par with most of our competitors, which is to say not very good. Today, we’re at 59, or Best in Class, which is in the 50% to 70% range with Apple and the Ritz Carlton.

So, putting the customer at the heart of everything we do has paid off for us big time. Consequently, our channel programmes have to evolve taking that new reality into consideration and that is exactly what we have done.

This month saw the global launch of Avaya Edge, our brand new and streamlined global partner programme, designed to give our partners the edge in the marketplace. Our vision for the new programme has three pillars:

  • Put the customer first
  • Protect and represent the Avaya brand
  • Be highly rewarding for the professionals and organisations that are a part of the programme, wherever they may be.

Avaya Edge also addresses some of the biggest needs for technology partnerships—a simpler structure, greater benefits, and flexibility—and builds them in as the key defining characteristics of the programme. To achieve that we gave our partners a choice to decide in which marketplace they would like to thrive, i.e., Enterprise or Mid-Market, since each of those segments require different level of profiles, skills and investments.

Here’s another way we’re bringing partners more closely into the fold. In previous years, we’ve hosted separate events for partners and customers around the globe. The partners had their own specialist Avaya Partner Forum event, while customers attended Avaya Technology Forums. Fair enough, specialization is not exactly a bad thing—but achieving the best possible outcome requires everybody pulling together in the same direction. The Avaya business teams, our partners (resellers, systems integrators, distributors, etc.) and, above all, our customers need to be aligned if we are all going to achieve our business objectives.

This month in Dubai, we’re hosting Avaya Engage—our first event that brings everybody in the Avaya ecosystem under one roof. Avaya executives will meet with partners, customers and industry leaders, giving everybody an equal opportunity to network, learn latest industry trends and understand where Avaya is going.

Get more details on Avaya Engage in Dubai. I look forward to seeing you there.