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Your Support Community
Metrics Might Be Wrong
Jessica Malnik
Community Manager, The DC
@jessicamalnik
#cmxsummit
YOUR SUPPORT COMMUNITY
METRICS
MIGHT BE WRONG
@JessicaMalnik
IFYOU CAN’T MEASURE IT,
YOU CAN’T MANAGE IT.
@JessicaMalnik
WE NEEDTO TELL A STORY WITH DATA.
@JessicaMalnik
GIFF GAFF
• Only 25 employees
• Almost 100% of their support is community-driven
• 1M+ replies in their community
• Averag...
DEFLECTION
• Total support volume by channel (i.e. phone,
chat, email)
• Cost by call, ticket and chat.
• Number of questi...
CUSTOMER EXPERIENCE
• First contact resolution
• Customer Satisfaction Score (CSAT) & Net
Promoter Score (NPS)
@JessicaMal...
Customer ExperiencePoor Excellent
Low
High
Increased
Churn
Scaling
Woes
FINDINGTHETIPPING POINT
Deflection
@JessicaMalnik
“80% OF BRANDSTHINKTHEY DELIVER
EXCEPTIONAL CUSTOMER SERVICE.
ONLY 8% OF CUSTOMERS AGREE.”
-JAY BAER
@JessicaMalnik
IMPROVING CUSTOMER
EXPERIENCE
• Get a baseline for where you are currently at.
• Spend a minimum of 2 weeks engaging in ac...
THIS CAN LEADTO:
• Bigger community budgets
• Hiring more team members
• Promotions and raises
• Increased credibility amo...
HOWTO REACH ME:
• Jessica Malnik
• blog.jessicamalnik.com
• Twitter: @jessicamalnik
• Snapchat: jessicamalnik
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Jessica Malnik - CMX Summit East 2016 - Why Your Support Community Metrics Might Be Wrong

Jessica Malnik of The DC talks about customer support-focused communities and how call deflection, the traditional metric for these forums, is flawed.

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Jessica Malnik - CMX Summit East 2016 - Why Your Support Community Metrics Might Be Wrong

  1. 1. Your Support Community Metrics Might Be Wrong Jessica Malnik Community Manager, The DC @jessicamalnik #cmxsummit
  2. 2. YOUR SUPPORT COMMUNITY METRICS MIGHT BE WRONG @JessicaMalnik
  3. 3. IFYOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT. @JessicaMalnik
  4. 4. WE NEEDTO TELL A STORY WITH DATA. @JessicaMalnik
  5. 5. GIFF GAFF • Only 25 employees • Almost 100% of their support is community-driven • 1M+ replies in their community • Average speed of answer: 3 minutes • CSAT - ~85% @JessicaMalnik
  6. 6. DEFLECTION • Total support volume by channel (i.e. phone, chat, email) • Cost by call, ticket and chat. • Number of questions asked v. answered in the community. • You have enough info to measure either a deflection ratio or cost deflection @JessicaMalnik
  7. 7. CUSTOMER EXPERIENCE • First contact resolution • Customer Satisfaction Score (CSAT) & Net Promoter Score (NPS) @JessicaMalnik
  8. 8. Customer ExperiencePoor Excellent Low High Increased Churn Scaling Woes FINDINGTHETIPPING POINT Deflection @JessicaMalnik
  9. 9. “80% OF BRANDSTHINKTHEY DELIVER EXCEPTIONAL CUSTOMER SERVICE. ONLY 8% OF CUSTOMERS AGREE.” -JAY BAER @JessicaMalnik
  10. 10. IMPROVING CUSTOMER EXPERIENCE • Get a baseline for where you are currently at. • Spend a minimum of 2 weeks engaging in active listening and sentiment analysis. • Identify and reach out to the top 20 contributors in your community @JessicaMalnik
  11. 11. THIS CAN LEADTO: • Bigger community budgets • Hiring more team members • Promotions and raises • Increased credibility among leaders in your organization @JessicaMalnik
  12. 12. HOWTO REACH ME: • Jessica Malnik • blog.jessicamalnik.com • Twitter: @jessicamalnik • Snapchat: jessicamalnik

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