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NL giffgaff presentation


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Presentation given by Vincent Boon. About the success of the giffgaff community.

Published in: Design
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NL giffgaff presentation

  1. 1. giffgaffA mobile company withcommunity at the core
  2. 2. Breaking down barriersbetween your company and your customers
  3. 3. The philosophy which underpins the giffgaff community 1. Mutuality – Members help in recruitment, marketing and advice, they share in the changes of the business 2. Member Involvement – Members help other members problems, get members and spread the word 3. The collective good – Members create a knowledge base with 1000’s of pages of information which can be used and browsed by anyone. 4. Simple – Members are a barometer for keeping things simple and straight forward, ensuring our propositions are easy to use and understand 5. Respect – By giving responsibility for tone back to the community we ensure that even heated discussions stay constructive and have a respectable tone. 6. Feedback – Through consistently asking for, and acting on feedback the company keeps its finger on the pulse and develops the right products and features. 7. Ideas – Having an open ideas board ensures we get the latest thinking and an immediate sense of the urgency on implementing specific suggestions.
  4. 4. Our model is much more than just customer support Customer Service Proposition Development Ideas on any aspect of company development Marketing Technology & TestingAnd your community forum is the main way ‘through the wall’
  5. 5. Simplicity of layout and navigation – critical to success
  6. 6. We are rooted in Social.
  7. 7. Integrating social networks & the community(Community seamlessly integrates into Facebook & Twitter)
  9. 9. Why is social customer service important?• For every customer that complains, at least 25 will not• 85% will return if their issue is resolved promptly vs 91% won’t return if issue isn’t resolved• Dissatisfied people will tell 8-16 people on the web – Average # friends on facebook: 150 – Average # twitter followers: 126 Source: Ad-tech conference 21st Sept 2010: ; Business zone: ; Facebook ; Guardian
  10. 10. 90% of online consumers worldwide trust recommendations from people they know 70% trust consumer opinions posted online 10Source: Business zone:
  11. 11. 75% of customer queries can be resolved by the Community. 100% visits Search and Knowledge Community browse behaviour base 77.1% 22.4% Email an Agent Post in Community 0.3% 0.2% Average response time = Average response time = 2hrs (8am – 6pm) 3 minutes (24/7)Savings of ~ 75% can be achieved versus a traditional model
  12. 12. Fans promote us, defend us and perform customer service for us on the open netCommunity becomes your eyes and ears. And if managed properly will defend you on the wider web
  13. 13. Customers are very happy with Community Care, in fact it makes customers happier Net Promoter Score85.0 10084.0 8083.082.0 6081.0 Existing 4080.0 New79.0 2078.0 0 Source: giffgaff member survey & NPS website. NPS is the % of promoters (scoring 9 or 10) less % of detractors (scoring 0 – 6) answering the question “How likely are you to recommend Product X to a friend or colleague?” on a scale of 1-10. Any score over 50 is considered exceptional.Developing the relationships with the community allows you to reach very high levels of CSAT and NPS
  14. 14. Vincent BoonChief of Community@VincentBoon giffgaff @giffgaff