ParksAssoc-Troppus-FutureofSupport

THE FUTURE OF SUPPORT:
Intelligence Managing
Technology
THE FUTURE OF SUPPORT:
Intelligence Managing
Technology
A Parks Associates Whitepaper in partnership with
Troppus, developers of Symbi

2
The information age now touches nearly every human on the planet in some way.
The mass of information available and relevant to our lives is growing exponentially every year, and we are increasingly
dependent on our ability to readily access and disseminate that information through the technology we have created to
do so. More important is our ability to “filter” the data in an effective and efficient manner so that we can apply the right
information at the most relevant times of need.
A Digital Explosion
Figure 1: New Technologies, Replacements and Upgrades all Hasten Growth
There is much for consumers to manage: an ocean of in-
formation and content combined with a growing number of
devices to access the incoming data. Smartphones, tablets,
residential gateways, connected TVs, gaming consoles, wire-
less networks, and high-speed broadband connections are
among the increasing array of new devices and technologies
appearing in consumers’ homes (Figure 1).
With them comes an increasingly complex amalgam of
connectivity challenges, performance issues, and security
threats. Additionally, the “planned obsolescence” of some de-
vices results in product life spans as short as two years. This
environment has created a moving target for the digital indus-
try as we have watched the increasing sophistication of our
technology paralleled by an equal growth in complexity. As a
result many consumers become frustrated by the very technol-
ogy that is intended to simplify and enrich our lives.
Interestingly, many of the entities that help consumers
manage their technology products are themselves
victims of these trends.
Like consumers, service providers face a massive and growing volume of information.
While new consumer electronics continue to add intelligent features to help consumers find sought-after content and infor-
mation, not all electronic systems that enable support services have similarly evolved. As the industry looks to the future, intel-
ligent systems will play an important role in enabling better service delivery from providers and a better technology experience
for consumers.

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THE FUTURE OF SUPPORT: Intelligence Managing Technology
Amidst this consumer angst
in managing their connected
devices is potential opportunity
for OEMs, retailers, and digital
service providers (DSPs).
As consumer frustration mounts, fueled
by device complexity and the desire to
be seamlessly connected, the demand for
premium tech support increases.
Consumers regularly seek
professional services to resolve
a plethora of new technology
issues (Figure 2).
Providers have an opportunity to
develop service offerings that leverage
the discovery, management, and support
of network connected devices. Support
offerings can also extend to home services,
which enhance consumer safety, security,
energy monitoring, and home entertainment
options such as TV Everywhere.
DSPs in particular are
well situated to capitalize on
consumers’growing support needs.
Opportunity Knocks
Figure 2: Using Professional Support for Computer-related Problems

4
For DSPs, being seen as a consumer’s“go-to”source for
tech support can present a conundrum.
While successful resolution can build customer loyalty,
the cost of providing broad, top-flight customer care can be
prohibitive. DSPs have seen the cost of providing adequate
technical support soar; consequently, many seek to minimize
support interaction with their own customers. Although it is
their customer who has a technical issue that needs resolu-
tion, some providers turn away “out-of-scope” calls.
While this approach addresses a
short-term cost, it also tosses away
a significant opportunity.
By turning away customers in need, the provider closes a win-
dow of opportunity to cement a customer relationship and risks
subscriber ire. Parks Associates’ research shows that consumers
are more than twice as likely to leave a mobile or broadband
service provider if dissatisfied with customer service. In contrast,
addressing these out-of-scope issues can more tightly bind
the consumer to the service provider and presents premium
support opportunities for new revenue generation.
Consumers also routinely turn to service providers for assistance even for device issues typically considered “out of scope,”
like a computer virus or a DIY wireless network in the home that is improperly configured.
In Parks Associates’ Consumer Demand for Technical Support Services survey (Figure 3), the majority of consumers who en-
countered a problem with their broadband connection sought help from their provider. A notable number also reach out to
their broadband provider to address problems relating to computers, home networks, and mobile phones, which typically fall out
of scope of the level of support offered.
Figure 3: Consumers Seeking Service Provider Support for Home
Technology Issues
By embracing the role of the consumer’s front line of support, DSPs gain an effective “first right of refusal”
to opportunities for building customer loyalty and generating new revenues via premium services.
They can then utilize these contacts as “touch points” to support subscribers, control their perceptions, monetize their needs,
and improve overall satisfaction ratings.
Service providers are often first to be contacted when consumers encounter
a technology problem that is beyond their own ability to resolve.

The delivery of superior technical support requires excellent
execution of many tasks. From a pure operations and cost-savings
perspective, the more a DSP can do to deflect and shorten customer
contact, the better.
The use of advanced automated support
tools holds several advantages for
operators.
Automated tools not only help identify problems, they also
greatly streamline the process of problem resolution, allowing
care centers to achieve first-call resolution goals in a consistent
and timely manner. This helps keep support costs low and
customer satisfaction high throughout the process.
Tools that support customers in the home
proactively before issues arise
are also a major piece of the
satisfaction puzzle.
The Puzzle of Customer Support
Remote Access & Tier 0 Tools
Many DSPs and BPOs use remote access
support software to take control of a user’s
device, allowing agents to work more freely
to resolve problems and to avoid asking es-
sential technical questions of non-technical
end users.
In contrast, by employing intelligent Tier 0
tools with built-in user/agent communica-
tion mechanisms, agents can access neces-
sary technical user environments without ac-
cess to personal user locations (documents,
browsers, photos, etc.).
Such tools allow providers to use remote
control as a last resort option rather than the
first line of support, limiting liability exposure,
reducing costs, and creating self-sufficient
subscribers who become comfortable solv-
ing basic issues on their own through the
tools provided.
An important question remains:
If a support issue is outside of the service provider’s capability or desire
to address the problem, the definition of “out of scope,” exactly how
does a DSP create a satisfied customer?

6
While DSP/BPO business models historically have charged per call/per minute, new models
are emerging in the form of premium subscriptions for consumers that generate new
recurring income and revenue-sharing opportunities for both parties.
Today’s agreements between these companies may include
service-level commitments or performance metrics that em-
ploy agent results-based incentives or penalties. Measurements
such as first-call resolution, service up-sell, and overall customer
satisfaction have greater importance in a premium environment,
rivaling traditional metrics such as average handle time.
In this environment, the DSP and the BPO
benefit from support tools that proactively
gather consumer network environment and
device diagnostic information that can be
used to streamline the support process and
reduce costs.
As DSPs consider ways to expand the scope of their support responsibility beyond general
customer care or low-level technical support issues, two approaches are commonly seen.
Some DSPs are expanding their own support assets to be able to handle both standard and premium tech sup-
port issues internally. Alternatively, other service providers partner with external business process outsourcers
(BPOs) that offer more technically comprehensive services such as the resolution of a personal computer virus,
deeper hardware and software help, and peripheral and network device troubleshooting.
A Changing Customer Support Environment
More DSPs are beginning to offer “Tier 0” tools
—software solutions that enable an end user to
monitor and diagnose technical problems without
the help of an agent.
Providing early support via Tier 0 can broaden the
touch-point opportunities for the DSP to market addi-
tional services while, at the same time, helping to solve
problems in a manner that is faster and more pleasing to
customers. Importantly, rather than simply being a way to
minimize support calls, Tier 0 technologies can enhance
the customer support experience by enabling informa-
tion gathering, issue-related diagnostics, and other ben-
efits in advance of the subscriber’s call.
Tier 0 services start the support
process prior to first contact.
Optimally, these automated tools will also drive satisfaction
by providing consumers with recognizable value in the form of
preventative services that address multiple needs simultaneously,
rather than by simply alerting consumers to a potential issue in an
isolated manner, after it becomes a pain point. Because of com-
mon malware and support scams, today’s consumers are leery of
unexpected pop-up windows that announce a need for action or
request payment for an unknown service that does not come from
an already trusted source.
Some single-point solutions that work under the historical break-fix
model and appear only after problems arise may seem like a gam-
ble to consumers, leading to dissatisfaction. Alternatively, some
DSPs are considering Tier 0 solutions that may become a trusted
source to users by enabling them to quickly self-resolve common
issues“before”they become a larger problem. Tools that enable self-
resolution can lead to customer loyalty and retention and increase
customer lifetime value.

This mix of tools presents a labyrinth of workflows for the average customer-
care agent to manage, especially under the pressure of an organization that
measures performance predominantly by average call handle times.
In addition, providers may supplement existing software with
“point solutions”: software systems designed to address particular
technology problems that arise among users.
Intelligent support systems offer a path away from this constraint
towards improved service delivery capabilities.
Often, agents find themselves toggling between
various screens and applications to handle the
needs of their customers, a manual process that
allows a finite level of efficiency—since an agent can
only work so fast—and introduces a greater potential
for human error by the agent.
Many support organizations utilize disparate software applications for their call-center agents to
handle various aspects of the provider’s support interaction, including device provisioning, service
activation, billing, CRM, customer care, and technical support.
Key Support Considerations
Ironically, support providers which are in business to monetize this growing
consumer demand for support end up suffering from the very problem of increased
complexity that they are working to resolve for consumers.

8
Guarantee a high level of accuracy in problem resolution.
An innovative, highly integrated solution with many features is not worth having if it does not quickly
provide diagnosis and an accurate path to resolution. Ultimately, any support system must provide high accuracy
while retaining the flexibility to handle evolving issues.
Scalability.
As the number and complexity of devices and services in the home increase, a support solution must be able to present
the appropriate resolution steps and technical knowledge to agents in order to address the many problems that connected
consumers experience. Often organizations attempt to overcome problems in the scalability of their support tools by
inserting more tiers of service escalation (involving additional head count) and by giving their service agents an expanded
set of software tools to address new technology issues. In an ever-changing environment, solutions that can scale to
address new issues ultimately minimize both capital and operational costs and produce a better service experience.
Integration with existing systems across departments.
Current tools often lack the kind of comprehensive information such as call logs, network performance, incident history,
billing information, and other data necessary to fully address customer care issues without escalation (and higher costs).
Solutions that tie into a service provider’s existing framework for CRM, billing, and operations will minimize integration
costs and enhance the quality of the service delivered. In addition, well-integrated systems can better allow multiple
departments within the DSP to work together more closely to please customers, drive incremental revenues, improve in-
terdepartmental communication, and promote greater alignment of overall business strategy throughout the organization.
Holistic and unified.
A service provider’s support system should span the entire range of the DSP’s network and include a variety of capabili-
ties, from Tier 0 troubleshooting solutions to advanced adaptive knowledge databases, which allow the organization to
adequately address the wide range of technology issues that may arise. Solutions should handle multiple tickets (incidents)
through a unified workspace, create multiple, high-quality touch points with the consumer, and employ dynamic knowl-
edge management rather than static FAQ systems.
Automatically access a history of issues or problems with specific devices or services.
Solutions powered by a knowledge management system that are contextual to a consumer’s network environment will
allow end users and customer support agents to collaborate in problem solving. As the number of issues proliferates, each
adds to the knowledge base and, theoretically, increases the capacity of the DSP to resolve more issues. Not only will the
information available to agents be more current, but intelligent systems can also reduce the time required to resolve similar
occurrences, supplying data on common problems and resolutions that are unique to the service provider’s offerings and
contextual to the end user’s network environment.
As DSPs and BPOs evaluate intelligent support solutions,
several key directives should be considered:

Provide customers with a seamless experience.
Rather than shuttling customers to multiple departments,
the solution should allow a single agent to address a varie-
ty of issues beyond incident resolution. Offering customers
a “one-stop shopping” service will help maintain customer
relationships, allow up-sell of additional services, and mini-
mize the time necessary for the support call.
Adaptable solutions.
The best case scenario for service providers is for prob-
lems to be resolved proactively, preventing a support
call in the first place. By employing adaptive intelligence,
future technical support solutions promise to use each
incident to improve the solution database, further reduc-
ing support costs while improving the customer experi-
ence (Figure 4) and, in many cases, eliminating the need
for human agent interaction. Intelligent “always on” tools
can provide support beyond the break-fix model to ad-
dress the consumer’s entire digital life experience.
In order to address the
consumer’s future needs and
to provide a service experience
that will drive satisfaction and
new revenues, support solutions
must be smart, flexible, scalable,
integrated, and focused on the
customer experience.
IN A PERFECT WORLD no support issue would be “out of scope” and cause a service provider to turn
away a subscriber in need. Thus, the players who are first to market with a solution
that closes the technical support gap for both consumers and support agents will
quickly capitalize on a largely untapped market opportunity, which will grow to $8.25
billion by 2017, according to Parks Associates.
Therefore, service providers need intelligent systems that:
• work for all technology users and data consumers;
• are contextual to each individual’s needs, both support staff
and the end user alike;
• are built into care systems and managed devices to help
information and technology manage itself; and
• facilitate holistic technical support and collaborative customer
care, providing capabilities beyond what any single user,
advanced or novice, could achieve on their own.
Effectiveness of Support Solutions
over Time
Figure 4: Effectiveness of Support Solutions over Time

10
Troppus Software has developed a comprehensive customer service and support delivery platform incorporating a SaaS
solution for consumers that interfaces with an advanced incident management application for agents. The Troppus suite
of products leverages the Semantic Knowledge Management System™ (SKMS™), a proprietary adaptive intelligence engine for
knowledge management, content management and business intelligence. With the ability to create dynamic support content,
the SKMS™ ensures that no support request is out of scope and that automated solutions are proactively built into support tools
to enable consumers to manage their digital lives rather than purely react when a problem arises. An appropriate analogy would
be to compare the wisdom of maintaining your personal wellbeing applied to your digital life; managing health and not illness.
Incorporating intelligence into real world technology enablement solu-
tions is the ongoing mission of Troppus Software, a leading customer
service and support software development company. Looking at support
from a whole new direction, as hinted by reading their name backwards, it is
their goal to transform the technical support industry by changing the very
philosophy and approach to customer care itself.
About Troppus Software
The Troppus solution suite is known by the name Symbi, which
represents the enablement of a symbiotic relationship between
people and their technology.
Symbi simplifies the growing complexity of the digital landscape, delivers significant operational savings
and capitalizes on multiple monetization opportunities including rich consumer insight data.
Troppus is developing close partnerships with a variety of CE and middleware manufacturers to increase the breadth and
depth of network discovery and device identification capabilities.
Troppus Software was established in 2009 with the launch of its version 1.0 product. Symbi version 3.6, will be launched in
September, 2013. Troppus Software was acquired by EchoStar Corporation as a wholly-owned subsidiary in January, 2011.
To reach Troppus Software, call (303) 554-2050 or email: info@troppussoftware.com to learn more.

About The Author
BRETT SAPPINGTON, Director, Research, Parks Associates
As a director of research at Parks Associates, Brett Sappington leads Parks Associates services research
team, including access and entertainment services, digital media, OTT, cloud media, video gaming, and
technical support services. Brett is an expert in worldwide television and broadband services. His personal
research focuses on the activities and trends among operators and the market forces affecting their busi-
nesses. Brett is a regular speaker and moderator at international industry events.
Brett has spent over eighteen years in the industry as an analyst, executive manager, and entrepreneur.
Previously, he founded and served as vice president for Teligy, a software company specializing in software for wired and wireless
communications systems. Brett established new divisions for networking and audio/multimedia software for Intelligraphics. He
has also been involved in the development and marketing of early-market products for 802.11 wireless networking, VoIP, and
other technologies. Brett holds an MBA from the University of Texas at Austin with a concentration in high-tech marketing and a
BA in physics from Baylor University.
INDUSTRY EXPERTISE: International Digital Living Trends, Television Services (IPTV, cable, satellite/DTH, terrestrial/DTT), Broad-
band Services, Multiscreen Services, Value-added Services, Cloud-based Consumer Services, Set-top Boxes, Residential Gateways,
Electronic Program Guides, Video Search and Recommendation, Video Metadata, Middleware, Technical Support Services
Parks Associates is an internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks Associates creates re-
search capital for companies ranging from Fortune 500 to small start-ups through market reports, primary
studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company’s expertise includes new media, digital entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, energy management, and home control systems and security.
www.parksassociates.com | 972.490.1113 | info@parksassociates.com
Attribution: Authored by Brett Sappington, Executive Editor: Tricia Parks. Published by Parks Associates. © Parks Associates. Dallas, Texas 75248
All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing
from the publisher. Printed in the United States of America.
Disclaimer: Parks Associates has made every reasonable effort to ensure that all information in this report is correct.
We assume no responsibility for any inadvertent errors.
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