BDI 9/16/09 B2B Social Communications Case Studies - Pitney Bowes

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Case Study: Pitney Bowes’ Customer Forums Delivers Service Socially …

Case Study: Pitney Bowes’ Customer Forums Delivers Service Socially
Presented by: Matthew Broder, VP, External Communications, Pitney Bowes Inc.

http://www.bdionline.com

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  • 1. Pitney Bowes User Forum
    forums.pb.com
  • 2. Pitney Bowes User Forum
    Conversation “Threads”
  • 3. Message posts and replies
    Pitney Bowes User Forum
  • 4. Users are rewarded by their peers for useful answers through “Kudos” and “Accepted Solution” tags.
    Users build reputation through a system of ranks and roles.
    Pitney Bowes User Forum
    Reputation and Feedback encourage participation
  • 5. ROI
    2008 Rate Change: A Case Study
    We launched the Forum in April 2008 with an initial goal of Rate Change Support call deflection
    In 2007, we had had 417,000 phone support calls just related to rate change.
    • Typical support call costs $10 or more
    • 6. Pitney Bowes staffs up temporary call centers to support Rate Change.
    • Drove traffic to forum from all rate change related pages on PB.com and from email
    • 7. Volume on May 12, the day RC took effect was > 10 times our average daily volume.
    • 8. Moderators from Rate Change group and CSR handled questions
    • 9. Customers answered many questions
    ROI: 2008 Rate Change
  • 10. Specific answer posting
    20% deflection*
    ROI: 2008 Rate Change
    General info posting
    5% deflection*
    39,065 views
    7,817 saved calls
    $78K savings
    500,000 total views
    25,000 saved calls
    $250K savings
    * Groundswell, Charlene Li and Josh Bernoff, Forrester Research, 2008
  • 11. Call deflection savings for Rate Change issues during May 2008 alone were more than $300K, or 2-3 times our annual cost for the forum.
    This was one month after the Forum was launched.
    ROI: 2008 Rate Change
  • 12. Pitney Bowes User Forum
    “Ask the Expert” events
    Think Tank pilot program
  • 13. Goal of Special Events
    Rate change
    Ask Expert
    Keeping users engaged between rate changes
  • 14. Community Drives Success
    And “Superusers” drive the community…
    The 90-9-1 Rule:
    • 90% only browse
    • 15. 9% post rarely
    • 16. 1% provide most of the content
    Dell has more than 100 users who each spend more than 40 hours a week on the forum!
  • 17. “Karios” – our rising superuser
  • 18. Online longer than 6 mos.
    “Karios” – our rising superuser
    Each post continues to collect views over time:
    • Posts that have been online longer than 6 months have been viewed, on average, more than 2,000 times.
    • 19. Call deflection value to PB of each post is ~$2,000
    • 20. Total value of Karios’ 53 posts so far: $106,000
    • 21. A user who posted one answer a day would be worth $520,000 in call deflection each year
  • How Do We Get There?
    Build Traffic
    Nurture Superusers
    Repeat
  • 22. ZDNet Article, 6/25/09
  • 23. PR-Customer Interaction