Social Support Maturity


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Social support maturity means aiming for world-class performance—full social customer engagement and transformational social customer experiences. Get real-world examples from National Instruments.

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Social Support Maturity

  1. 1. Social SupportMaturitywithAugust 22, 2012
  2. 2. today’s speakers Archana Shrotriya Emilie Kopp Joe Cothrel AE Web Support Social Business Programs Chief Community Officer National Instruments National Instruments Lithium Twitter hashtag: #lithcast
  3. 3. we are lithiumdelivering social customerexperiences for the world’s most iconic brands
  4. 4. what is social support? Social support is the use of social channels—forums, blogs, and social networks—to supplement or replace traditional customer service and support channels.
  5. 5. challenges in service and support Sources: Accenture, Lithium customers, Jupiter Research
  6. 6. WAVE 1 WAVE 2 WAVE 3     
  7. 7. challenges of mature efforts Performance measurement and improvement Increasing adoption Integration of social and non-social channels Improving customer choice of channel Leveraging channels for quality improvement
  8. 8.
  9. 9. National Instruments—Our Commitment • We equip engineers and scientists with tools that accelerate productivity, innovation, and 9
  10. 10. National Instruments—Our Stability Long-Term Track Record of Growth and Profitability• Non-GAAP Revenue: $262 M in Q1 2012• Global Operations: Approximately 6,300 employees; operations in more than 40 countries Non-GAAP Revenue* in Millions• Broad customer base: More than 35,000 companies served annually• Diversity: No industry >15% of revenue• Culture: Ranked among top 25 companies to work for worldwide by the Great Places to Work Institute• Strong Cash Position: Cash and short- term investments of $377M as of March 31, 2012 *A reconciliation of GAAP to non-GAAP results is available at 10
  11. 11. National Instruments—What We Do Graphical system design combines graphical programming software with modular hardware, leveraging the latest technologies. Low-Cost Modular Measurement Productive Software Highly Integrated and Control Hardware Development Tools Systems 11
  12. 12. From Kindergarten to Rocket Science 12
  13. 13. Social Business Evolution IdeaListserv 1991 Exchange 2009 Blogs 2005 Support Forums1999 Twitter, FB, Re-launched in 2004 Mobile 2011 13 YouTube 2007
  14. 14. 2004 Goals of NI Discussion Forums - Provide a online public forum where customers can gather to troubleshoot and solve their NI product problems - Build a worldwide community where users can share knowledge and develop a lasting relationship. - Improve searchability of information in the public forum. - Promote loyalty amongst the Enthusiast community. - Integrate public forums with other content databases that exist on the site to provide more complete solutions to our 14
  15. 15. Support 15
  16. 16. Support Forums Key Features• Available in Eight Languages • Japanese, Chinese (Simplified), Chinese (Traditional), Spanish, Italian, Turkish, Portuguese and Arabic• Advanced Personalization Options • User configured emoticon style, signature, font size, subscription preferences, board layout, time zone, etc.• Backend Support Integration • Applications Engineering in the appropriate worldwide branch is notified for each message posted based on customer location.• Integrated with NI Authentication and Service Request Management • Users login with their existing NI authentication and can post questions Service creation system.• Detailed Reporting Functionality • Granular reporting to trend forum traffic better to monitor success. 16
  17. 17. User 17
  18. 18. Savings Direct & Indirect Deflections $7.5M/year Savings Time 18
  19. 19. Rewards and Reputation Enthusiasts, Proven Zealots 5 Knights of NI! Favorite hat to wear at NIWeek Princess Shrubbery from NI Teddy Sword Bear (Avatar) 19
  20. 20. Social Business Impact Areas - Support: Ensure Customer Success - R&D: Co-Innovation: Obtain Product Feedback and Enable Development - Marketing: Increase Loyalty and Advocacy, Increase Brand Awareness and Manage Reputation - Sales: Drive and Enable New/Repeat Business - Internal: Enhance global employee collaboration and nurture NI 20
  21. 21. Co-Innovation Plan - Make it easy for NI Customers to share discuss and vote on new features - Gather feedback from lead users as we enter new markets - Encourage customers to share their feedback in a public idea forum - Integrate these ideas into traditional marketing efforts - Launch customer driven product enhancements at NI- Week, our annual user conference and trade show. 21
  22. 22. Idea 22
  23. 23. Idea Facts: 2,700 ideas submitted(initial goal 500) more than 80,000 votes 15,500 comments on ideas 23
  24. 24. 12 Enhancements the LabVIEW Idea Exchange in the 2012 Release • Subdiagram Labels • Conditionally writing values to loop output tunnels • Enumerated dialog enhancements • Concatenate indexing • Removing selected broken wires • Right-click menu for multiple items • Icon Editor API • Long file path truncation • Contextual Help for Data Coercion • Separate label locations for controls and indicators • Event structure in Base version • String editing dialog box Accelerate your productivity 24
  25. 25. Recognition in White 25
  26. 26. Recognition in User 26
  27. 27. 2013 Goals of Community/Forums • Provide Technical Support and Troubleshooting • Enable peer-driven technical solutions • Build Loyalty and Engagement • Enable customer collaboration with other experts • Elevate customer voice within NI • Encourage user contribution • Recognize advocates & power users • Develop User Product Proficiency • Deliver online content to enhance “Getting Started” experience • Accelerate aptitude and innovation through collaboration • Drive customers from product to online 27
  28. 28. The more active the customer is with NI community, the more satisfied and loyal they are with NIExtremelySatisfied/ LikelyNot at allSatisfied /Likely Source: US/CA Q2 2011 Customer Loyalty Survey Q. How frequently do you visit the NI Community or forums to read content, share code, and so on? (Single select) Q. Now, considering everything about National Instruments in terms of the available product information, sales representatives, ordering process, products, and support/services, how would you rate your overall satisfaction with National Instruments? Q. How likely you are to do the following? 28
  29. 29. 2008 Supporting Category Winner: Nerd Network: Building an Online Community for Developers 2010 Energizing Category Finalist: Energizing Engineers at NIWeek 2010 Embracing Category Winner: Embracing our Customers for Software Development NEW: 2013 Harvard Business School Case: National Instruments LabVIEW Community: Social Business for a 29
  30. 30. Future 30
  31. 31. Customer support on the social 31
  32. 32. NI Social Listening ProcessSocial Media Monitoring Tool “Actionable Conversations” EmployeeFinds all social mentions of NI global brands Checklist Listeningand products (Social Media Coordinator) Network supplements Will taking action help us… monitoring tool • Increase brand awareness • Manage brand reputation Sanity check: Who is it? • Increase loyalty/advocacy - Historical Relationship • Ensure customer success - Influencer - Attention seeker (@- • Obtain product feedback mention, direct message) • Drive and enable new and repeat business Posts “Actionable Conversations” to internal employee network - Coordinator responds immediately or alerts internal experts of relevant, new posting - Employees can collaborate on most valuable response - Member of “core team” or topic expert responds on original platform and links to valuable content - Conversation is tracked and 32
  33. 33. Notion of service anywhere, anytime? 33
  34. 34. NI’s key challenges and focus areas moving forward • Align with business objectives and stakeholders • Collaboration across NI Social Media, Web Support Operations and Applications Engineering Teams • Avoid creating silos (Facebook vs. Twitter vs. NI Forums) • Leverage our existing processes and existing 34
  35. 35. Questions? 35
  36. 36. today’s speakers Archana Shrotriya Emilie Kopp Joe Cothrel AE Web Support Social Business Programs Chief Community Officer National Instruments National Instruments Lithium Twitter hashtag: #lithcast