Simplify[in] - GCO Technology and Operations Strategy Oct2014

GCO Technology Solutions & Operations Strategy
October 2014
For questions, please contact Andy Yasutake @ ayasutake@linkedin.com
©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO

Where can GCO go if we Dream Big?
Dream Big Get shit done
Know how to
have fun
1

Chapter 1: What do customers expect?
Chapter 2: Where are we today?
Chapter 3: Where do we want to go?
Chapter 4: How do we get there?
Contents

Chapter 1: What do customers expect?
Customer Experience Industry Trends

Chapter
1 2 3 4 The Customer is changing in the Internet Age
By 2016, one in four will own two
or more mobile devices, and
about 9% will own three or more.
By 2018 there will be more than 10
billion mobile-connected devices;
1.4 mobile devices per capita
98% of consumers move
sequentially between screens
and devices to complete a task
Reviews and Word of Mouth are
increasing their influence on consumer
trust (3-5X more than TV/radio ads)
80% of consumers are more
likely to recommend a brand
that offers a simpler experience
Sources: Accenture, Interbrand, Juniper Research, Google, Jack Morton
©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. GCO 4
GCO 4
4
44% of consumers have higher
customer service experience
expectations than one year ago

Chapter
1 2 3 4 Digital realities are always online
Customers
are empowered
Delight and disdain
will be broadcast
Switching is easier
than ever
Platforms and
devices change
the playing field
Media, devices and
platforms continue to
be democratized
Pace of technology
and device innovation
is unprecedented
There is a new
face of competition
New digital competitors
are re-imagining services
New partnerships and new
ecosystems being formed
Engagement is
on their terms
The “funnel” is not linear,
nor circular
Lines are blurring
between marketing,
commerce
and service
5
Customer Expectations
GCO 5

DELIGHTING YOUR
CUSTOMERS
Understand your customer to
design delightful multi-channel
experiences and services
Relevant, Elegant, Simple
Exceeding customer expectations
requires key elements
RE-ORIENTING
YOUR BUSINESS
Transform the business and
operating models towards
customer-centricity and agility
while infusing innovation and
analytics into the core culture
Effective, Agile, Delivers ROI
Chapter
1 2 3 4
FLEXING YOUR
PLATFORM
Power the business and customer
experiences by optimizing the
marketing, content, and commerce
technology and operations —
scaled as needed to perform
Robust, Scalable, Deployed Fast
6

By combining these elements,
breakthrough outcomes are possible
Time
Business Benefits
Disrupt
New products and services
Redefined customer expectations
New distribution models
New value propositions
Differentiate
New customer experience
Pivot business model
using digital
Optimize
Defend your core business
and meet customer expectations
Unlock efficiencies for
customer interactions
Customer
Business
Platforms
Chapter
1 2 3 4

Adopting service capability trends can drive
business results
Optimize Differentiate Disrupt
No more one-size-
fits-all!
4
Differentiated
and
Personalized
Experiences
Design
experiences to
match budget
and need
It’s the doctor
that makes the
difference!
3
Redefine
Customer
Service
Workforce
Maximize the
value of every
touch and
rethink roles
and functions
Help me help
myself!
More “Do it
Yourself”--
Channels
2
Optimize
processes and
take advantage
of emerging
channels
Give me control
and I won’t risk
losing it!
5
Increased
Customer
Control
Put the power in
customers
hands
Don’t make me
repeat myself!
Tighter Channel
Integration
1
Move from multi-channel
to cross channel,
integrating digital
channels
Chapter
1 2 3 4

What opportunities does LinkedIn have to
differentiate itself from the industry?
Channels Self-Service Personalization
Chapter
1 2 3 4
Potential Opportunities
Providing members with a
differentiated and personalized
experience on LinkedIn.com, the
help center, and during issue
resolution
Providing phone options to select
customers with click-to-call and
call back capabilities
Expanding chat to more
LinkedIn.com pages and member
flows to increase member
engagement
Accessibility

Chapter
1 2 3 4 Internet companies provide varying levels of
customer service in line with their brand promise
Customer Service Delivery
eBay
Google
Facebook
Twitter
Box.com
Apple
Zappos
Amazon
Mashable
Techcrunch Dropbox
LinkedIn?
Pinterest
Indeed
PayPal
Minimalist Moderate Significant
Friendly, brand-building
experience
Fast, efficient,
knowledgeable
Efficiency
Lack of product
knowledge; slow
Non-inspirational
experience
Experience/
Empathy

Chapter
1 2 3 4 Where do we want to be?
The Customer Service Continuum Today
Minimalist
Service relatively unimportant
to brand promise or competitive
differentiation.
Moderate Significant
Service an important component
of offer, but not a core element of
experience or brand.
Service is key differentiator
and integral to the brand
promise.
Global Customer Operations’ Journey
GCO formed with 11 employees in Omaha and grew to almost 500 employees globally in eight years
GCO moved from the LinkedIn Product Organization to LinkedIn Marketing
LinkedIn continued to invest in customer operations with a mission to Educate, Empower, and Engage
customers so they can maximize their experience
GCO is a key enabler of the customer lifecycle to drive engagement and maximize value among members
and customers

CHAPTER 2: Where are we today?
Current State

Opportunity to Improve the Member Experience
CChhaapptteerr
100%
80%
60%
40%
20%
SLA % by Queue Group
13
1 2 3 4
0%
01-12
01-19
01-26
02-02
02-09
02-16
02-23
03-02
03-09
03-16
03-23
03-30
04-06
0
4-13
04-20
04-27
05-04
05-11
05-18
05-25
06-01
06-08
06-15
06-22
06-29
07-06
07-13
07-20
07-27
Enterprise Free Premium
Mobile % of Total
Members expect more
consistency in service
Members are engaging
LinkedIn differently
 SLA’s are often below 85% target and
inconsistent
 Agent productivity is highly variable due to
manual processes and inherent knowledge
 Forecasting demand and scheduling
resources are challenging due to lack of
visibility and data availability
 ~4% of cases are originated from mobile
devices; however, ~50% of member
activity is via mobile “Mobile Moment”
 Members are demanding more high touch,
real-time interactions (95% chat CSAT)
 450,000 members per month want to
interact via chat but only 4% are serviced

GCO Strategic Capability Framework: Current State
Member & Customer Interaction
Online Self Service Help Center Community Forums
Chapter
Chapter
1 2 3 4
Safety Center
Interaction Channels Web Form Freeform Email Voice Social Media
Comm. Mgmt.
Chat
Member Facing Comm. Interaction Routing Language Support
Operations Mgmt.
Service CRM
Consumer Advocacy
General Support Ad Support Acq & Retention
Trust and Safety Operations
Product Operations Mgmt.
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Enterprise Services
Billing Onboarding Provisioning
Social Support General Support
Trust Ops. Investigations Regulators
Tech Services Voice of Member Product Ops
Productivity Mgmt. PMO
Task Tracking
Scheduling
Performance Mgmt.
Training
Coaching and Quality Mgmt.
Reporting
Transactional Reporting
Ad-Hoc
Forecasting
Portfolio Mgmt.
Project Delivery Mgmt.
Change Mgmt.
Operational Reporting Analytical Reporting
Service Metrics GCO Insights
Operational
Efficiency

Chapter
GCO System Landscape: Current State 1 2 3 4
CA/TnS Interaction Channels ES Interaction Channels
Voice Voice
Chatter Webex Jabber
Workforce Mgmt
Oracle
ERP
Timeforce
Time
Tracker
Teleopti
Warehouse Tesla Tableau Microstrategy
Back End Developer
Web
Form
Service
Chat
Freeform
Email
Routing
Shoretel
IVR
Acquisition
Chat
Oracle Service Cloud (RNT) SFDC Service Cloud
Linguist
Now
Lomaweb
Avg Handle
Knowledge Mgmt
Spredfast
DZone
SFDC
Agent Workspace
Knowledge
Wiki
Collaboration/Communication
Hulk
Operational Data
Analytical Data
Member
Site Data
Chain Aqua
Data
Github
Aquadata
Studio
Legend
Time
Capabilities Owned by
GCO
Oracle RNT SFDC Other Apps
Automated
Manual
CS Tool
PMO
CATO
Freeform
Email
RNT Business Rules Engine SFDC Business Rules Engine
Custom
Fill Inbox RNT
Analytics
RNT
Knowledge
Fill Inbox
(Universal
Queue)
Productivity Mgmt
Texter
Phrase
Express
MS
Office
Google
Docs
Admin
Tight
VNC
Contact
API
Jira
Cisco
Desk
Phone
Easy BI
Web
Form
Sidebar
go/[ ] Chatter
Hotkeys
Quick
Zycos Text Docusign Clicktools
Bridge
Voice
CTI
Adapter
Interaction
Log
World
Server
LinkedIn Mail Servers
Barracuda
Online Self-Service
Consumer
Help Center
Community
(Dzone)
Safety
Center
Flagship
App Help
Center
Social
Sales
Navigator
Help Center
Recruiter
Help Center
Bulk Admin
Help Center
Connected
App Help
Center
Job Seeker
App Help
Center
Sales
Navigator
App Help
Center
Direct
API
MS
Outlook
RNT
Mailer
Remote Tools
VDI
Cisco Any
Connect
VPN
Sprint
SmartView
Display
Fusion
Crash
Plan Pro
Shoretel
Outbound
MS Visual
Studio
Smart
Sheets
MS
Office
Google
Docs
Multiple help centers are difficult to maintain and leads to an
inconsistent customer experience.
Manual processes in case management due to lack of integration between the two CRM systems. This
causes difficulty in case transfers, a disjointed customer experience and poor reporting.
Member
research is
manual and
difficult
because CS
Tool not
integrated
with either
CRM system
seamlessly.
Minimal
visibility of
member
information
when
resolving
cases
degrades
the support
experience.
Inconsistent knowledge across multiple sources causes variances in case resolution
times and variability for the member experience.
Agents are
required to
enter data
into
multiple
time
tracking
tools which
are not
integrated.
The
scheduling
process is
labor
intensive
and not
efficient.
Data is
difficult to
access and
quality is
poor
leading to
varying KPI
targets and
reporting
methods.

CHAPTER 3: Where are we going?
Future State Vision

Chapter
Chapter
Guiding Principles 1 2 3 4
FLEXIBLE
Minimize customization and utilize best to breed solutions
Simplify
17
With a focus on Members First, these guiding principles helped drive the recommendations
SIMPLIFY
Focus on reducing complexity when designing solutions
INTEGRATE
Integrate systems to work together seamlessly
AUTOMATE
Automate manual processes that have the greatest impact on efficiency
SCALABLE
Build solutions that will scale with members and can adapt as
LinkedIn grows
LEVERAGE
Leverage existing tools and reduce duplicative functionality
Member
Experience
Scalable
Integrate
Automate
Leverage
Flexible

Service Expectations for Members and Customers Continue to Rise
Globally scaling Reactive and Proactive service capabilities will help enable consistent customer
experiences aligned with the LinkedIn Brand promise
Proactive
Members’
Experience
Variance
CChhaapptteerr
1 2 3 4
Geo Fencing
Time
Automated Billing
Automated Onboarding
Positive
Interactions
Negative
Interactions
Reactive
CS Tool Expansion
Proactive Issue Notification
Escalation Tracking
Social Media Case
Integration
SFDC and RNT Integration
Member Services
Emulation/Simulation
18

GCO Strategic Capability Phases
“Service
Excellence”
“Best in
Class”
Chapter
1 2 3 4
“Brilliant at
the Basics”
• Best in Class Service Levels
• Leverage the Community
• Integrated Single view of the Customer
• GCO as a Proactive Value Center
• Expand interaction channels for our members and customers
• Introduce Rich media and interactive content
• Increase cost efficiencies and minimize productivity churn
• Scale to meet emerging market needs as LinkedIn grows
• Deliver consistent service levels at target or better for sustained periods
• Increase automation and integration for case management
• Improve resource forecasting, scheduling, and planning across all GCO ops functions
• Focus on improving employee engagement and satisfaction with their tools
• Consolidate multiple Help Centers into an integrated platform scaled to support LinkedIn
Flexible
Leverage
Automate
Scalable
19
Chapter
Simplify
Integrate

Chapter
GCO Strategic Capabilities Framework 1 2 3 4
“Best in
Class”
• Predictive Analytics
• Business Rules Engine
• Social Media
Engagement
• Interaction Analytics
• Advanced Performance Mgmt.
• Member Services
• Automated Proactive
Service
• Multichannel Service Delivery
• Advanced Global Routing
• Simplified Research
• Enhanced Content Mgmt.
• Enhanced Knowledge Publishing
• Enhanced GCO Reporting
• Enhanced Fraud Investigation
• GCO Master Data Mgmt.
• GCO Transactional Reporting
• Voice of the Member
20
Chapter
“Service
Excellence”
Prevention Deflection Efficiency Add Value
“Brilliant at
the Basics”
• Consolidated Help
Center for Consumer
and Enterprise
• Integrated GCO Case Mgmt. System
• Optimized Agent Workspace
• Enhanced Workforce Optimization
• Centralized Knowledge
• Standardized Knowledge Mgmt.
Workflow
• Data Quality
• Global Program Mgmt. Office
• Standardized Service Metrics

GCO Strategic Capability Framework: Current State
Online Self Service Help Center Community Forums
Chapter
Chapter
1 2 3 4
Safety Center
Interaction Channels Web Form Freeform Email Voice Social Media
Comm. Mgmt.
Chat
Member Facing Comm. Interaction Routing Language Support
Operations Mgmt.
Service CRM
Consumer Advocacy
General Support Ad Support Acq & Retention
Trust and Safety Operations
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Enterprise Services
Billing Onboarding Provisioning
Social Support General Support
Trust Ops. Investigations Regulators
Tech Services Voice of Member Product Ops
Productivity Mgmt. PMO
Task Tracking
Scheduling
Performance Mgmt.
Training
Reporting
Ad-Hoc
Forecasting
Portfolio Mgmt.
Change Mgmt.
Service Metrics GCO Insights
Operational
Efficiency

GCO Strategic Capability Framework: Future State
Online Self Service Help + Safety Center Community Forums
Interaction Channels Web Form Chat
Voice Social Media SMS
Video Co-browse
CChhaapptteerr
Member Comm. Interaction Routing Language Support
Acq & Retention Onboarding
Risk Mgmt. Fraud Invest.
Tech Services Product Ops
Productivity Mgmt.
Task Tracking
Resource Capacity Planning
Scheduling Change Mgmt.
Operations Infrastructure
Comm. Mgmt.
Operations Mgmt.
Hybrid Service CRM
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
PMO
Portfolio Mgmt.
Performance Mgmt.
Training
Incentive Compensation Mgmt.
Reporting
Operational
Efficiency
Enhanced
New
Apps Support
Voice of Member
Business
Rules
Forecasting
Proactive Service
Reactive Service General Support Ad Support
Billing
Provisioning
Social Support General Support TnS Ops
Ad-Hoc
Standardized Service
Metrics
Predictive Analytics
Data Mgmt.
GCO Master Data Mgmt.
GCO Insights
Architecture
Solution Architecture
GCO Trans. Reporting GCO Reporting Data Architecture
Enhanced
Data Quality Mgmt.
Social Engagement
1 2 3 4

Chapter
GCO System Landscape: Future State 1 2 3 4
Community
Forums Social
Voice
Apps
Support
Call
Co-browse
Click-to-
Communications Mgmt.
Advanced Global Routing Voice Tools
CTI
Cisco
IVR
Global Cross Channel Routing Engine* Log
Adapter
Proactive Service
(SFDC Service Cloud)
Productivity Mgmt
Hotkeys
Integrated
Macro
Tool
Google
Docs
Integrated Time
Tracking and Payroll*
MS
Office
PMO Admin
Project and
Portfolio Mgmt
Suite*
Back End Developer
Online Self-Service
Interaction Channels
External
Communications
Cisco
Desk
Phone
SmartView
Knowledge Mgmt
Chat
Knowledge Hub*
SMS Video
Agent Workspace
Aquadata
Studio
Github Hulk
MS Visual
Studio
Legend
Forecasting and
Scheduling (Teleopti)*
Jira
RNT
Mailer
Capabilities Owned by
GCO
Oracle RNT SFDC Other Apps
Call
Back
Interaction
Display
Fusion
Crash
Plan Pro
Automated
Manual
Tight
VNC
Web
Form
Direct
API
Webex
Translation
Linguist
Now
Collaboration
Jabber Email
Remote Tools
Virtual
Desktop
Cisco Any
Connect
VPN
Sprint
(Oracle Service Cloud RNT)
Data Mgmt.
Optimized UI
Hybrid Service CRM
Voice of Member
Voice of Member
Data Warehouse
GCO Case Master
Reactive Service
Member
Site Data
CS Tool
Platform*
Hadoop Terradata
World
Server
Integrated Reporting Tool (Tesla)*
©2014 LinkedIn Corporation. All Rights Reserved. Confidential, Internal Use Only. * Solution and Vendor to be Decided
GCO 23
Help + Safety Center Integrating the two CRM
systems, creating a case
master for the backend,
and separating reactive
(RightNow) and proactive
work types (SFDC)
Continuing
integration of
CS Tool with
the CRM
platforms.
Allowing faster,
easier access
and viewing of
customer data
across all work
types
Creating a single integrated content hub for all users of knowledge that provides the
ability to connect to multiple sources of knowledge
A unified help
center solution
for consumers
and enterprise.
Consolidating
all existing
content and
migrating the
Integrated Help
Center Interface
to the LinkedIn
Platform (Play)
Integrating task
tracking and
improving the
simplicity for
agents.
Advancing
forecasting and
scheduling for
GCO leaders

CHAPTER 4: How do we get there?
Roadmap

CChhaapptteerr
Building a “Best In Class” Customer Operations 1 2 3 4
 Create a unified Help Center experience
for members and customers
 Build tighter integration with the Service
CRM and agent workspace
 Standardize the knowledge
management process and centralize the
interface for agents
 Expand and enhance productivity
management of agents
 Proactively connect with members to
provide value add services

Near Term: Year 1 Mid Term: Year 2 Long Term: Year 3
Multichannel Service DeliverMyultichannel Service Delivery
Automated ES Back Office Services
Advanced Global Routing
Voice of the Member
Enhanced Fraud Investigation
Standardized Data Quality
Service Metrics
CentralizedC Kennotrwalleizdegde Knowledge
Integrated GCO Case Mgmt. Systems
Global Program Mgmt. Office
Consolidated Help Center (consumer + enterprise)
Business Rules Engine
Multichannel Service Delivery
Simplified Research
Enhanced Content Mgmt. Enhanced Knowledge Publishing
26
Strategic Capabilities Roadmap
2015 2016 2017 2018
Best in
Class
Service
Excellence
Brilliant at
the Basics
Advanced Global Routing
Social Media Engagement
Standardized Knowledge Mgmt. Workflow
Simplified Research
Global Program Mgmt. Office
Advanced Agent Performance Mgmt.
Member Services
GCO Master Data Mgmt. (MDM)
Optimized Agent Workspace
Expanded Workforce Mgmt.
Enhanced Workforce Mgmt.
Predictive Analytics
Interaction Analytics
GCO Transactional
Reporting
Enhanced GCO
Reporting
Chapter
1 2 3 4
Optimized Agent Workspace
Consolidated Help Center (consumer + enterprise)

Executive Summary: Key Recommendations
27
1. Consolidate Help Center for Consumer and Enterprise
• Create a unified online self service portal, consolidating all existing help centers with Marketing and Sales Solutions
content
• Migrate online self service portal to the LinkedIn platform (Play)
2. Integrate GCO Case Management Systems
• Integrate the two core CRM systems, create a GCO case master and separate reactive and proactive work types
for the system best optimized for that service
3. Enhance Global Workforce Management
• Simplify and expand agent activity tracking across all GCO groups
• Advance scheduling, forecasting and capacity planning for GCO leaders
4. Standardize and Centralize GCO Knowledge
• Create a single integrated knowledge hub for all users of GCO content that provides the ability to connect and
search multiple sources of knowledge
5. Simplify Member Research
• Expand integration of CS Tool and GCO systems with access to customer data across all work types and devices
6. Expand Proactive Services
• Provide proactive value added services for members
• Implement business rules systems that govern the flow of information between people, process and technology

Brilliant at the Basics – Near Term (1 of 4)
Help + Safety Center Community Forums
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Coaching and Quality
Mgmt.
Incentive Compensation
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
GCO Reporting GCO Insights
Data Architecture Reporting
Architecture
Solution
Architecture
Mgmt.
Consolidated Help Center for Consumer and Enterprise: A unified
help center solution that scales across LinkedIn’s business units,
products, functions and customer/member types
 Integration with LinkedIn: Migrate all existing content from Oracle RNT to
LinkedIn stack (Play Platform). Integration of search topics into the LI site
search. Improve access from site (& apps) to support content.
 Discovery & Availability of Marketing, Support, and Learning Content:
Ensuring that relevant content is as easy to locate and examine for
members/customers as possible. Create intuitive UX (topic pages,
navigation, breadcrumbs, etc.) with search hint widgets. Enhance support
for rich media on Help Center (with i18n support)
 Personalized Experience: Tailoring Help Center interactions to specific
attributes of each unique visitor - Enterprise
– Access to LinkedIn member data (profile, network, behavior)
– Context aware help center (source page, last action, product, etc.)
– Content is aligned with product ramping
– Differentiated experience. Different treatments for different use cases (new
member, premium, minor, etc.)
 Mobility: Customer help content related to mobile
– Content about mobile (apps, mobile web, tablet web)
– Mobile/Tablet friendly help center
– Content served based on device being used
– Device context awareness pivots content based on member device

SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.
Integrated GCO Case Mgmt. Systems: Integrated Hybrid CRM system
that manages all proactive and reactive customer service cases and
work types
 GCO Case Master: There is single case master for reactive cases.
Members have a more seamless experience during communications and
case transfers
 SFDC and RNT Integration: Integrate SFDC and RNT to allow better
transparency of data and information between the two systems across work
types
 CS Tool Integration: Integrate CS Tool with SFDC and RNT to allow for
seamless push and pull of customer site data during customer service
interactions
 Trust and Safety Proactive Case Type Creation: Integration of proactive
TnS services with Service CRM. GCO case management includes the
requirements to resolve TnS cases.
Data Quality: Maintenance of Data Systems to ensure data is as
accurate as possible
 Data Segmentation Mapping: Mapping of the data sources to the data
warehouse and understanding the data attributes
 Data Gap Analysis: Analysis of the data used for reporting and decisions
and identifying the gaps. For example, incomplete data, missing fields,
required integration, etc.

SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.
Standardized Knowledge Mgmt. Workflow: Standardizing the
process of managing knowledge from acquisition to publishing content
 Knowledge Acquisition: Harvesting knowledge from subject matter experts
within GCO. This includes ability to pull and push knowledge
 Standardized Knowledge Mgmt. and Content Creation Strategy:
Standardizing the process across internal functions for sharing knowledge
and creating content internally and externally facing
 Standardized Curation and Writing: Streamlining process for the
Knowledge Management Specialists to efficiently create content for the Help
Center/Concierge capability
 Standardized Publishing: Streamlining publishing process, decoupling
publishing from content curation and writing
Centralized Knowledge: Managing knowledge from one source
 Centralize and Standardize Knowledge Source: Centralizing and
standardizing knowledge for the future knowledge hub.
 Enhanced Search: Enhancing ability of reps/advocates/employees to
search for knowledge across current knowledge base sources (SearchIn)
Expanded Workforce Mgmt.: Expanding resource tracking,
forecasting, and scheduling capabilities
 Short-term Forecasting: Ability to forecast headcount availability over
short-term time periods (i.e. over coming days and weeks)
 Integrated Task Tracking: Integrate universal system of task/time tracking
that becomes less manual and less time-consuming
 Basic Scheduling: Leverage time/task tracking data across GCO to create
basic headcount scheduling and planning
Standardized Service Metrics: Standardizing measurements and
tracking of service
 GCO Governance and Standards: Standardizing systems and processes
that govern GCO service to eliminate current disparate data measurements
and increase data quality

SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.
Global Program Mgmt.: Manages the guidance and implementation of
all GCO programs and projects
 Portfolio Mgmt.: Deliver committed portfolio of programs within
agreed constraints
– Centralized Intake Process: Capture all demand from business and
identify high level technology needs to address demand
– Standardized Prioritization Process: Define criteria to create an ordered
portfolio of projects
– Capacity Planning: Capacity planning for specific projects/programs -
identify how many resources, and which resources, need to be assigned to
each project
– Roadmap Mgmt.: Create roadmap template and process to manage and
align three roadmaps – GCO level, business units, and systems roadmap
– Organizational Change Mgmt.: Define process for training development
and adoption execution
– Backlog Mgmt.: Define process to manage all business requests that are
not on the project roadmap. This includes grooming and re-prioritization of
this backlog
– Tool Selection: Evaluate and select a Portfolio Project Management tool
 Project Delivery Mgmt.: Manage the delivery of a program or a
project using structured methodology
– Standardized Project Mgmt. Practices and Procedures: Defining project
management guidelines, templates, and workflows for key processes.
Includes risk/dependency mgmt., release mgmt., and change requests
– Pilot Planning: Define a pilot program for the business groups in order to
prevent them from piloting technology solutions independent of TSO.
 Operational Efficiency: Plan and manage continual improvement of
services, processes, and tools
– Business Continuity Plan: Socialize and train the executive team and
agents on the business continuity plan
– Business realization: Define the process for tracking the benefits of a
project post-delivery

Brilliant at the Basics – Mid Term (1 of 3)
Consolidated Help Center for Consumer and Enterprise: A unified
help center solution that scales across LinkedIn’s business units,
products, functions and customer/member types
 Member Flow Mgmt.: Guiding the journey of a member/customer through
the Help Center using proactive notifications and suggestions
– Troubleshooting guidance framework: Provides standard issue “symptoms and
solutions”
– Customer Next Issue Resolution: Detection of actionable behavioral patterns on HC
– Self serve work flows and tools. Self-healing: Ability for members to initiate
actions/processes to resolve issues themselves by leveraging self-service tools and
work flows
– In-line policy notifications: Providing real-time notifications to members regarding
refund policies, restrictions, and other relative necessary points
 Member Engagement: Capabilities that motivate members/customers to
continue to engage with LinkedIn’s platform
– Peer-to-peer Support Community: Increasing usefulness and depth of community
forums and capabilities
– Guided in-product Tours: displaying HC content within LinkedIn.com (outside of
HC)
– Ability to share content on social networks and allow social community content to
be displayed in line
– Gamification layer (badges, rewards, etc) Ambassador program/MVP: Incentivizing
members to participate on community forums
– Collect Member Feedback: Allowing members ability to easily report bad activity by
flagging “bad” content across LinkedIn.com
 Personalized Experience: Tailoring Help Center visits to specific attributes
of each unique visitor - Consumer
– Access to LinkedIn member data (profile, network, behavior): Syncing HC actions
and suggestions with member profile data
– Context aware help center (source page, last action, etc.)
– Differentiated experience. Different treatments for different use cases (new
member, premium, minor, etc.)
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Integrated GCO Case Mgmt. Systems: Integrated CRM system
that manages all proactive and reactive customer service cases
 Social Media Case Integration: Creating methods to integrate social media
customer service instances as standardized cases that can be tracked and
actionable within the entire hybrid service CRM
 Escalation Collaboration: Ability for an agent to invite subject matter
experts to collaborate and resolve a case without transferring it
Optimized Agent Workspace: Integration of key systems used by
reps/advocates to create most efficient workspace
 Simplified Agent UI: Simplify the agent’s user interface across tools to
increase productivity
 Simplified Agent Productivity Tracking: Simplify the process for how
agents track time and tasks. Integrate with the Service CRM
 Simplified Resolution: For common cases types, there is an option to have
the answer prepopulate the case with a quick validation by the agent
 Guided Business Process Workflows: Simple actions that help guide
reps/advocates through most efficient steps (in-line notifications/guides) for
certain work types. For example, policy violations or payment charge back
 Agent Next Best Action: System-suggested real-time decisions based
upon the customer’s journey to provide agent the next best action to take on
behalf of the member
 Escalation Tracking: Ability to track and manage case handoffs across
different work teams in GCO
 Experimentation: Define the process and team for the ability to pilot new
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Business
Rules
Fraud
Invest.
Product
Ops
Risk
Mgmt.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Operational
Efficiency
Operations Infrastructure functionality with a subset of users
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Centralized Knowledge: Managing knowledge from one source
 Knowledge Hub: A single integrated interface for all users of knowledge
and be able to connect to the multiple sources of knowledge in a seamless
way
 Advanced Search/Machine Learning Applied to Knowledge: Increasing
searching ability across all content and channels of communications.
Enabling knowledge base to listen to issues posed, actions taken by those
posing them, and, eventually, resolution of those issues.
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Service Excellence – Near Term (1 of 3)
Multichannel Service Delivery: Delivery of GCO customer service
across a variety of interaction channels
 Chat Expansion: Expanding chat to more LinkedIn.com site pages in a
non-invasive way
 In-flow Chat: Provide the ability to proactively chat during member work
flows. (e.g. Chat assist is available during account set up)
 Co-browsing Desktop: Allow agents to interact with members by using
their web browser and having the option to control the desktop
 SMS: Provide SMS as service channel. This is important in regions where
customer service is expected for mobile devices
 Click-to-call: Members can click on an object on the site to request a
phone call. The member enters his/her phone number and then the
system calls the member and an agent when an agent is available
 Language Expansion for Chat: Expand chat to support additional
languages (Primary user is the acquisition team)
Advanced Global Routing: Advanced capabilities to govern flow of all
inbound and outbound communications
 Standardized Routing: Standardize routing business rules and queue
types across GCO
 Cross-channel Routing: Centralize routing for all interaction channels to
handle ingoing and outgoing communications (for example, Five9 –
www.five9.com)
 Segmented Routing: Segment members based on type of usage (e.g.
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Business
Rules
Fraud
Invest.
Product
Ops
Risk
Mgmt.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Operational
Efficiency
Operations Infrastructure Premium, posting jobs, open advertising for all work types, etc.)
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Automated ES Back Office Services: Implementing automatic
processes to execute variety of service actions
 Automated Billing: Integrating billing with CRM to sync contact info, and
centralize and automate order management processes and updates
 Automated Onboarding: Automating the process of onboarding
enterprise customers and aiding them in learning about the LinkedIn
services they have purchased. (e.g. Welcome emails can include
standardized, step-by-step onboarding guide for new customers)
 Automated Provisioning: Automating the process of activating contracts
once respective orders have been processed by billing
 Provide Issue Notification: Proactively notifying reps/advocates of any
member or systems issues in the form of notifications that can be read and
stored
Enhanced Workforce Mgmt.: Expanding resource tracking,
forecasting, and scheduling capabilities
 Long-term Forecasting: Ability to forecast headcount availability over
long-term time periods (i.e. over coming weeks and months)
 Proactive Scheduling: Capability to proactively schedule events, best
times for PTO, and other needs based upon real-time task tracking,
utilization, and headcount forecasting data.
 Capacity Planning: Creating resource plan to meet forecasted demand
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Voice of the Member: Member/customer insights and opinions
associated with LinkedIn products and services
 VOM Reporting Expansion: Expanding VOM Reporting to include more
real-time customer data and activity and transform VOM capabilities from
being retroactive to proactive
 Product Release Impact: Leveraging a predictive analytical system that
allows for product release impacts to be modeled, viewed, and assessed
so that proper planning can be put into place prior to product releases
GCO Transactional Reporting: Reporting based upon in-the-moment
needs
 Near Real-Time Reporting: Reporting based upon synthesis of site and
historical data pulled and visualized in real time
 Real-Time Dashboards: Dashboards showing incoming case “hot spots”,
trends, and volumes in real-time
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Service Excellence – Mid Term (1 of 2)
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.
 Co-browsing Devices: Allow agents to interact with members by using
their web browser and having the option to control the device
 Enhanced Phone – IVR: Interactive Voice Response (IVR) to allow
members to call and interact with a human voice using speech recognition
and keypad. This can include self service, routing members to the correct
queue or directing the member to the help center
 Call Back: Allowing members to have the option to receive a call back
when an agent is available instead of waiting in the queue
Simplified Research: Leveraging tool integration to simplify issue
research
 CS Tool Research Expansion: Expanding CS Tool to allow for faster,
easier access and viewing of customer data across all work types and
member/customer segments. This includes deeper integration of CS Tool
with CRM platforms to increase research efficiency
 Quick Summary View of the Customer: Integrating customer data
sources to provide a summarized view of customer site data and customer
history data that can be easily viewed in real-time.
 Emulation: Functionality within the research tool that provides that ability
to simulate LinkedIn products on all devices, apps, and operating systems
Enhanced Content Mgmt.: Advanced capabilities to gather, test, and
manage dynamic content
 A/B Testing: Test the usefulness/relevance of content with user subsets
 Digital Asset Mgmt.: Handle rich media such as video, photos, etc.
Improve ease of use of the existing capability. Basic functionality is there.
The role of a publisher requires some technical web design skills
 Crowdsourcing: Crowdsourcing content from the POMS team, agent, or
members. This can include rich media such as video. Quality management
of this content needs to be a critical part of the process

Service Excellence – Mid Term (2 of 2)
Enhanced Fraud Investigation: Advanced abilities to detect and
combat fraudulent member activities
 Visual Fraud Investigation: Integrating systems and tools to leverage
customer and case data to create a visualized picture of the full scale of a
member's activity, data, and history in order to investigate the size and
scope of that member's fraudulent activities
 Account Disable Tracking: Creating unique codes/identifiers that are
attached to cases and inform any/all reps handling cases of the reasoning
behind (and timing of) an account being disabled
 Geo Fencing: Integrating system capabilities that prevent certain types of
site and/or customer data from entering or leaving selected geographical
areas
 Identity Verification: Creating a system to verify a member's/customer's
identity that does not necessitate that person sending in a photocopy of
his/her driver's license or photo ID to LinkedIn for identity verification
Voice of the Member: Member/customer insights and opinions
associated with LinkedIn products and services
 VOM Platform: Looks across all VOM inputs, external surveys, and social
(For example, Medallia – www.medallia.com)
Enhanced GCO Reporting: Advanced reporting of measurable
outcomes from GCO operational activities
 Automated Dashboards: Automated synthesis and visualization of
essential metrics in dashboards
 Mobile Dashboards: GCO operational metrics dashboards that can be
viewed on mobile devices
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Service Excellence – Long Term
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.
 Intelligent Virtual Agent: Simulates a conversation to deliver information
and, if advanced, can also take action on behalf of the customer
 Video Chat: One- or two-way live video streaming between a customer
and an agent to deliver customer service. Identifying moments to use video
to serve customers is the first step
 Apps Support: Providing support through mobile applications may be
done for emerging markets sooner
Enhanced Knowledge Publishing: Leveraging streamlined system
capabilities to rapidly and efficiently publish knowledge content
 Integrated Translation Process: Simultaneously translate content into 23
languages before product releases and independently from English
publication
GCO Master Data Mgmt. (MDM): Processes, governance, policies,
standards, and tools that consistently define and manage critical GCO
data in a centralized point of reference
 GCO Employee Master: Creating a single source/hub of information about
GCO employees that allows for the centralized viewing, editing, and
updating of employee data that will be subsequently changed across all
GCO employee data sites
 GCO Member Master: Creating a “single view of the customer” by
aggregating all customer/member data, case history, and available
information into one central, visualized source

Best in Class – Mid Term
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Acq &
Retention
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.
Member Services: Proactive value-added services
 Partner Portal: LinkedIn portals to provide partner specific products and
access
 Content Creation Flow: Personalized service to create Enterprise
content. For example, job descriptions and campaigns
 Match Making: Analysis of member information to provide recommended
job matches
Business Rules Engine: System containing and implementing rules
that govern the flow of information between systems and processes
 Policy Rules Repository: Creating a system to store, manage, and
implement company-wide and/or business-unit-wide policies and business
rules that can be tied to internal systems and processes
 Automated Cases Response/Approval: Provide automated case
responses for cases in which agents are repeating the same responses.
For example, campaigns approvals and phishing
 Investigation Machine Learning: Automating fraud investigation using
advanced machine learning algorithms and past fraud investigation data

Best in Class – Long Term (1 of 2)
Advanced Agent Performance Mgmt.: Implementing advanced
metrics and systems to incentivize and measure employee performance
 Career Pathing: Creating a system to actively map out and update a
career path (vertically and horizontally) across GCO for reps/advocates.
Integrating rep potential career paths based upon learning and
certifications with tight coupling to a learning mgmt. system
 Gamification: Incentivize GCO employees using competitive game-like
systems that reward employees for hitting performance targets
 Advanced Quality Mgmt.: Integrating a quality management monitoring
tool to optimize agent performance. For example, NICE Quality Suite
(www.nice.com)
Social Media Engagement: Engagement of members/customers on
social media platforms and LinkedIn.com community forums
 Social Feedback Mgmt.: Aligning to social media engagement with
surveys to optimize the capturing of the social voice
 Member Collaboration: Turning members into advocates by allowing
members to shape their followers’ perceptions through social
recommendations and published social content
 Gamification Layer: Leveraging community to help police social media
and forums by offering rewards for managing content
 Influence Prioritization: If a member is a large influencer (largest
numbers of followers) – may want to prioritize them highest
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Best in Class – Long Term (2 of 2)
Predictive Analytics: Using data analyses to forecast potential
outcomes and future states
 Trend Analysis: Proactive examination of external data concerning
LinkedIn to determine holistic view of public opinion regarding LinkedIn’s
company and services. Using this information to take action on behalf of
the member
 Member Journey Insights: Process of tracking, integrating and analyzing
the way that customers use a combination of available channels to interact
with GCO. It covers all possible channels, including those with human
interaction (such as a call center), those that are fully automated (such as
a website or mobile device), and those with limited two-way interaction
(such as display advertising)
Interaction Analytics: Analyses of data captured during interactions
between members/customers and advocates/reps
 Social Media Analytics: Collecting, measuring, analyzing and interpreting
the results of interactions and associations among people, topics, ideas
and other content types on social media
 Text Mining and Analytics: Analyzing user-submitted text to determine
mood and best service actions (Higher priority because of current high
email volume)
 Speech Analytics: Analyzing user voice in recorded voice conversations
to determine mood and best service actions (Lower priority because of
current limited voice channel use)
 Sentiment Detection: Leveraging speech and text analytics to detect
member/customer sentiment
SMS
Co-browse
Video
Apps
Support
Language Support
Interaction Routing
Risk
Mgmt.
Fraud
Invest.
Acq &
Retention
Social
Engagement
Social
Support TnS Ops
PMO
Business
Rules
Portfolio Mgmt.
Project Delivery
Mgmt.
Onboarding
Provisioning
Billing
General
Support
Voice of
Member
Productivity Mgmt.
Task Tracking
Resource Capacity
Planning
Scheduling Change
Mgmt.
Online Self Service
Comm. Mgmt.
Social
Media
Web
Form
Voice
Chat
Member Facing
Comm.
Operations Mgmt.
Hybrid Service CRM
Proactive Service
Member
Services
Reactive Service Ad
General
Support
Product
Ops
Tech
Services
Operations Support
Knowledge Mgmt.
Content Mgmt.
Content Creation
Translation
Support
Performance Mgmt.
Training
Mgmt.
Mgmt.
Reporting
Operational
Efficiency
Transactional
Reporting
Enhanced
Forecasting
Ad-Hoc
Standardized
Service Metrics
Predictive
Analytics
Data Mgmt.
GCO Master Data
Mgmt.
Data Quality
GCO Trans.
Architecture
Solution
Architecture
Mgmt.

Strategic Capability Prioritization Criteria & Scoring
4
3
2
1
0
N/A
4
3
2
1
0
N/A
Business Value
• Exceptional revenue growth or cost savings potential
• High revenue growth or cost savings
• Moderate revenue growth or cost savings
• Low revenue growth or cost savings
• No revenue growth or cost savings
N/A • Not Applicable
N/A
Agent Efficiency
• High efficiency impact (10+%)
• Likely to improve efficiency (5-10%)
• May improve efficiency (2-5%)
• Unlikely to improve efficiency (0-2%)
• No efficiency impact
N/A • Not Applicable
4
3
2
1
0
N/A
4
3
2
1
0
Member Experience
• Required by our Customers, not optional to exclude
• Expected experience by customers
• Preferred by customer, nice to have
• Customer unaware of benefit
• Customer indifferent, doesn’t care
• Not Applicable
Ease of Implementation
• Requires 1 month
• Requires 3 months
• Requires equal to or greater than 12 months
• Not Applicable
N/A N/A

Capability Scoring Top 10
Strategic Capability Business
Value
(.35)
Member
Experience
(.25)
Ease of
Implementation
(.25)
Agent
Efficiency
(.15)
Total
(Max of 4)
Consolidated Help Center 2.69
Advanced Global Routing 2.58
Centralized Knowledge 2.51
Automated Proactive Service 2.48
Integrated GCO Case Mgmt. System 2.38
Optimized Agent Workspace 2.28
Simplified Research 2.21
Voice of the Member 2.20
Social Media Engagement 2.19
Standardized Service Metrics 2.18

Capabilities in Brilliant at the Basics – Near Term
Value
(.35)
Member
Experience
(.25)
Ease of
Implementation
(.25)
Agent
Efficiency
(.15)
Total
(Max of 4)
Consolidated Help Center 2.69
Centralized Knowledge 2.51
Integrated GCO Case Mgmt. System 2.40
Standardized Service Metrics 2.18
Data Precision 1.94
Global Program Mgmt. Office 1.90
Standardized Knowledge Mgmt.
Workflow
1.88
Expanded Workforce Mgmt. 1.74

Capabilities in Brilliant at the Basics – Mid Term
Value
(.35)
Member
Experience
(.25)
Ease of
Implementation
(.25)
Agent
Efficiency
(.15)
Total
(Max of 4)
Optimized Agent Workspace 2.28

Capabilities in Service Excellence – Near Term
Value
(.35)
Member
Experience
(.25)
Ease of
Implementation
(.25)
Agent
Efficiency
(.15)
Total
(Max of 4)
Advanced Global Routing 2.58
Automated Proactive Service 2.48
Voice of the Member 2.21
Multichannel Service Delivery 2.02
Enhanced Reporting + GCO
1.89
Enhanced Workforce Mgmt. 1.74

Capabilities in Service Excellence – Mid Term
Value
(.35)
Member
Experience
(.25)
Ease of
Implementation
(.25)
Agent
Efficiency
(.15)
Total
(Max of 4)
Simplified Research 2.21
Fraud and Identity Detection 2.02
Enhanced Content Mgmt. 1.95

Capabilities in Service Excellence – Long Term
Value
(.35)
Member
Experience
(.25)
Ease of
Implementation
(.25)
Agent
Efficiency
(.15)
Total
(Max of 4)
Enhanced Knowledge Publishing 1.89
GCO Master Data Mgmt. (MDM) 1.51

Capabilities in Best in Class – Mid Term
Value
(.35)
Member
Experience
(.25)
Ease of
Implementation
(.25)
Agent
Efficiency
(.15)
Total
(Max of 4)
Member Services 2.70
Business Rules Engine 2.11

Capabilities in Best in Class – Long Term
Value
(.35)
Member
Experience
(.25)
Ease of
Implementation
(.25)
Agent
Efficiency
(.15)
Total
(Max of 4)
Social Media Engagement 2.20
Interaction Analytics 1.75
Predictive Analytics 1.72
Advanced Performance Mgmt. 1.61

Simplify[in] - GCO Technology and Operations Strategy Oct2014

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