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ROI calculations for support communities

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Return on Investment calculations are hard, but what if you can take a simpler approach? Let's tackle this beast together with a simplified look at your data points and industry benchmarks to get you started on your journey of value discovery with your support community.

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ROI calculations for support communities

  1. 1. DEMYSTIFIED ROI CALCULATIONS Not For Distribution. For Training Purposes only. Copyright © 2017 NIKOLETTA VECSEI HARROLD TRANSAMERICA 1 @NIKSCHEN
  2. 2. 2 •Introduction •ROI calculations •Phase I & What's missing? •Phase II & Gaps, Issues •What’s next? •Questions AGENDA ITEMS Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  3. 3. WHO AM I? Not For Distribution. For Training Purposes only. Copyright © 2017 3 @NIKSCHEN
  4. 4. CONTENTPOTLUCK.COM Not For Distribution. For Training Purposes only. Copyright © 2017 4 @NIKSCHEN
  5. 5. WHO ARE YOU? Let’s learn something about YOU 5Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  6. 6. DO YOU WORK IN CUSTOMER SUPPORT? 6Not For Distribution. For Training Purposes only. Copyright © 2017 Marketing Sales Management @NIKSCHEN
  7. 7. DO YOU HAVE A SUPPORT COMMUNITY? Do you contribute? 7Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  8. 8. WHAT ABOUT SOCIAL CARE? 8Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  9. 9. # CUSTOMER SUPPORT CHANNELS • Mail • Email/ Contact Us Form • Call Center • Live Chat • Community • Social Media 9Not For Distribution. For Training Purposes only. Copyright © 2017 1 2 3 4 5 6 @NIKSCHEN
  10. 10. 10Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  11. 11. 11 YAY! WE HAVE GOT THE FOUNDATION FIGURED OUT Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  12. 12. ROI CALCULATIONS 101 What to measure? 12Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  13. 13. 13Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  14. 14. ROI CALCULATIONS 101 14Not For Distribution. For Training Purposes only. Copyright © 2017 ROI = Return attributable to the investment into the support community Return = increased revenue + reduced cost Investment = platform $, resource $ (time and people) @NIKSCHEN
  15. 15. 15 @NIKSCHEN
  16. 16. WORKSHEET – PART 1 Not For Distribution. For Training Purposes only. Copyright © 2017 16 @NIKSCHEN
  17. 17. ROI CALCULATIONS – PART 1 = ROI 17Not For Distribution. For Training Purposes only. Copyright © 2017 [(# of new discussions x $ for traditional support channel) – (# of new discussions x $Community support)] $ of investment @NIKSCHEN
  18. 18. WHAT’S MISSING? A LOT! 18Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  19. 19. WHAT’S MISSING? • Industry or company specific $$ data • Peer to peer answers and ripple effect of public content • Successful searches on the community 19Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  20. 20. 20 RESEARCH DATA Channel Gartner (2005) Forrester (2010) You? Mail NA NA NA Call Center $4.50 $6- $12.00 ~ $10.00 Email $2.50 $2.50- $5.00 Live Chat NA $5.00 NA Call Bot/ IVR $1.85 NA NA Social Media (Web) $0.65 NA Community (Web) $0.65 $0.10 NA Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  21. 21. WORKSHEET – PART 2 Not For Distribution. For Training Purposes only. Copyright © 2017 21 @NIKSCHEN
  22. 22. ROI CALCULATIONS – PART 2 = ROI 22Not For Distribution. For Training Purposes only. Copyright © 2017 [(# of new discussions + # of successful searches) x $ for traditional support channel]- [(# of new discussions + # of successful searches) x $ for web support channel] $ of investment @NIKSCHEN
  23. 23. 23 GAPS AND ISSUES Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  24. 24. GAPS AND ISSUES • How do you account case deflection with great documentation in a public space like a community or Knowledge Center? • How do you account for shortened onboarding and implementation times due to open training resources and MOOCs? • How do you account for shortened sales cycle due to transparent support channels and pre-sales education* • How do you account for higher retention/ renewal rate and up-sale opportunities** 24Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  25. 25. ANECDOTAL EVIDENCE Not For Distribution. For Training Purposes only. Copyright © 2017 25 @NIKSCHEN
  26. 26. STORIES AND SCREENSHOTS In person stories: “You guys recently gave me money. It’s great. I paid my premiums and I got what I paid for. It’s how it should be!” 26Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  27. 27. PROCESS IMPROVEMENT FEEDBACK • X% of customer service issues are website and login related or hold time related • Y% of customer service issues are sales rep or other employee related complaints (harassment, bullying, rudeness) • Top support languages and their volume to English – for staffing consideration • Most used resources to case resolution (by author or topic – for info dev. team) • Sentiment impact and increase of brand reputation* 27Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  28. 28. 28 WHAT ARE NEXT STEPS? Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  29. 29. 29 FIND THAT GUY! Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  30. 30. ROI CALCULATIONS 201 • Measure the actual cases deflected • Measure tickets resolved on “cheaper” channels • Measure drop in churn/ increase in renewal rate • Measure upsell to community members • Measure lifetime value of community members 30Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  31. 31. 31 ~6 Million Calls in 2015 (30% YoY increase) ~ $45 Million @NIKSCHEN
  32. 32. 32 QUESTIONS? Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
  33. 33. 33 Add proper audience disclosure here. THANK YOU! Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN

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