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

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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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