Mary Cauwels
Sr. Director, Product Marketing
Help Me, Help You:
Branded Support Communities
•
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.2
•
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.3
89% of customers who have a B...
•
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.4
89% of customers who have a B...
•
of brands are ranked OK, Poor
or Very Poor by their customers
The Cost of Bad Customer Service
DNN / Proprietary and Con...
•
of brands are ranked OK, Poor
or Very Poor by their customers
The Cost of Bad Customer Service
DNN / Proprietary and Con...
•
of brands are ranked OK, Poor
or Very Poor by their customers
The Cost of Bad Customer Service
DNN / Proprietary and Con...
Customer Care is a Cost Center, Right?
DNN / Proprietary and Confidential. All Rights Reserved.8
Customer Care is a Cost Center, Right?
• Yes, you pay for:
DNN / Proprietary and Confidential. All Rights Reserved.9
Techn...
Customer Care is a Cost Center, Right?
• Yes, you pay for:
• However, most organizations see a revenue return:
DNN / Propr...
Customer Care is a Cost Center, Right?
• Yes, you pay for:
• However, most organizations see a revenue return:
• Can you d...
Let’s Compare the Cost of Customer
Acquisition vs. Retention
Let’s Compare the Cost of Customer
Acquisition vs. Retention
• Every dollar spent on paid advertising gets you
$5 in retur...
Let’s Compare the Cost of Customer
Acquisition vs. Retention
• Every dollar spent on paid advertising gets you
$5 in retur...
OMG…It’s a Jerry Maguire moment
DNN / Proprietary and Confidential. All Rights Reserved.15
What do I mean by “Help Me, Help You?”
DNN / Proprietary and Confidential. All Rights Reserved.16
What do I mean by “Help Me, Help You?”
• Let’s face it… there are a LOT of VERY smart people out there
• And guess what?
D...
What do I mean by “Help Me, Help You?”
• Let’s face it… there are a LOT of VERY smart people out there
• And guess what?
•...
Who are these people?
And how much do I have to pay them?
DNN / Proprietary and Confidential. All Rights Reserved.19
Who are these people?
And how much do I have to pay them?
• Your own VERY SMART staff …. You already pay them!
DNN / Propr...
Who are these people?
And how much do I have to pay them?
• Your own VERY SMART staff …. You already pay them!
DNN / Propr...
Who are these people?
And how much do I have to pay them?
• Your own VERY SMART staff …. You already pay them!
DNN / Propr...
So, how can you “Help Me, Help You?”
DNN / Proprietary and Confidential. All Rights Reserved.23
So, how can you “Help Me, Help You?”
Give them an online community!
DNN / Proprietary and Confidential. All Rights Reserve...
So, how can you “Help Me, Help You?”
Give them an online community!
DNN / Proprietary and Confidential. All Rights Reserve...
Ok, Let’s crunch some more numbers…
DNN / Proprietary and Confidential. All Rights Reserved.26
Ok, Let’s crunch some more numbers…
• Every question, issue, or problem resolved in your online
community equals $100-$200...
Ok, Let’s crunch some more numbers…
• Every question, issue, or problem resolved in your online
community equals $100-$200...
Ok, Let’s crunch some more numbers…
• Every question, issue, or problem resolved in your online
community equals $100-$200...
Thankfully … Social community technology
can help you get started fast
DNN / Proprietary and Confidential. All Rights Rese...
According to Forrester Research
Return on Investment for
Online Social Communities
DNN / Proprietary and Confidential. All...
Here’s a Real Life Story of Success
DNN / Proprietary and Confidential. All Rights Reserved.32
“DNN’s solutions were instr...
Related Resources
33 DNN / Proprietary and Confidential. All Rights Reserved.
CASE STUDIES
Customer communities, branded o...
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How Branded Support Communities Create Customer Success

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When it comes to customer success, the immortal words of Jerry Maguire ring true: “help me, help you.” Everybody wins when customers engage with sales prospects, answer one another’s questions, and amplify your brand at scale.

Sound impossible? It’s not. Branded online support communities make it a reality, by providing your customers a place to extend the impact of your Marketing, Support and Sales efforts.

Our presentation provides case studies on organizations that successfully use customer support communities to increase satisfaction and retention, as well as drive new revenue.

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  • How Branded Support Communities Create Customer Success

    1. 1. Mary Cauwels Sr. Director, Product Marketing Help Me, Help You: Branded Support Communities
    2. 2. • The Cost of Bad Customer Service DNN / Proprietary and Confidential. All Rights Reserved.2
    3. 3. • The Cost of Bad Customer Service DNN / Proprietary and Confidential. All Rights Reserved.3 89% of customers who have a BAD service experience will CEASE doing business with that company
    4. 4. • The Cost of Bad Customer Service DNN / Proprietary and Confidential. All Rights Reserved.4 89% of customers who have a BAD service experience will CEASE doing business with that company more likely to RUN straight to your competitors
    5. 5. • of brands are ranked OK, Poor or Very Poor by their customers The Cost of Bad Customer Service DNN / Proprietary and Confidential. All Rights Reserved.5 89% of customers who have a BAD service experience will CEASE doing business with that company more likely to RUN straight to your competitors
    6. 6. • of brands are ranked OK, Poor or Very Poor by their customers The Cost of Bad Customer Service DNN / Proprietary and Confidential. All Rights Reserved.6 89% of customers who have a BAD service experience will CEASE doing business with that company more likely to RUN straight to your competitors 70% of customer complaints posted on Twitter go unanswered
    7. 7. • of brands are ranked OK, Poor or Very Poor by their customers The Cost of Bad Customer Service DNN / Proprietary and Confidential. All Rights Reserved.7 Poor customer experiences cost US enterprises $83 Billion each year 89% of customers who have a BAD service experience will CEASE doing business with that company more likely to RUN straight to your competitors 70% of customer complaints posted on Twitter go unanswered
    8. 8. Customer Care is a Cost Center, Right? DNN / Proprietary and Confidential. All Rights Reserved.8
    9. 9. Customer Care is a Cost Center, Right? • Yes, you pay for: DNN / Proprietary and Confidential. All Rights Reserved.9 Technology/ Infrastructure Knowledge Base Your highly trained Support Staff
    10. 10. Customer Care is a Cost Center, Right? • Yes, you pay for: • However, most organizations see a revenue return: DNN / Proprietary and Confidential. All Rights Reserved.10 Health Monitoring Technology/ Infrastructure Knowledge Base Premium Support Your highly trained Support Staff Additional purchases
    11. 11. Customer Care is a Cost Center, Right? • Yes, you pay for: • However, most organizations see a revenue return: • Can you deliver a GREAT customer service experience at a LOWER cost? DNN / Proprietary and Confidential. All Rights Reserved.11 Health Monitoring Technology/ Infrastructure Knowledge Base Premium Support Your highly trained Support Staff Additional purchases
    12. 12. Let’s Compare the Cost of Customer Acquisition vs. Retention
    13. 13. Let’s Compare the Cost of Customer Acquisition vs. Retention • Every dollar spent on paid advertising gets you $5 in return DNN / Proprietary and Confidential. All Rights Reserved.13
    14. 14. Let’s Compare the Cost of Customer Acquisition vs. Retention • Every dollar spent on paid advertising gets you $5 in return • Every dollar spent on good customer service returns $60 in repurchase, renewals, upsell & cross opportunities DNN / Proprietary and Confidential. All Rights Reserved.14
    15. 15. OMG…It’s a Jerry Maguire moment DNN / Proprietary and Confidential. All Rights Reserved.15
    16. 16. What do I mean by “Help Me, Help You?” DNN / Proprietary and Confidential. All Rights Reserved.16
    17. 17. What do I mean by “Help Me, Help You?” • Let’s face it… there are a LOT of VERY smart people out there • And guess what? DNN / Proprietary and Confidential. All Rights Reserved.17
    18. 18. What do I mean by “Help Me, Help You?” • Let’s face it… there are a LOT of VERY smart people out there • And guess what? • They are willing to help! DNN / Proprietary and Confidential. All Rights Reserved.18 Need Help?
    19. 19. Who are these people? And how much do I have to pay them? DNN / Proprietary and Confidential. All Rights Reserved.19
    20. 20. Who are these people? And how much do I have to pay them? • Your own VERY SMART staff …. You already pay them! DNN / Proprietary and Confidential. All Rights Reserved.20
    21. 21. Who are these people? And how much do I have to pay them? • Your own VERY SMART staff …. You already pay them! DNN / Proprietary and Confidential. All Rights Reserved.21 • Your VERY SMART partner network …. Most will VOLUNTEER!
    22. 22. Who are these people? And how much do I have to pay them? • Your own VERY SMART staff …. You already pay them! DNN / Proprietary and Confidential. All Rights Reserved.22 • Your VERY SMART partner network …. Most will VOLUNTEER! • You very own VERY SMART customers …. HAPPY to engage with their peers!
    23. 23. So, how can you “Help Me, Help You?” DNN / Proprietary and Confidential. All Rights Reserved.23
    24. 24. So, how can you “Help Me, Help You?” Give them an online community! DNN / Proprietary and Confidential. All Rights Reserved.24
    25. 25. So, how can you “Help Me, Help You?” Give them an online community! DNN / Proprietary and Confidential. All Rights Reserved.25 Members help each other by:  Providing Answers to posted Questions  Moderating Discussions  Hosting Forums  Adding knowledge to Wikis or Blogs  Volunteering new Ideas  Liking, Voting, Contributing, Sharing….
    26. 26. Ok, Let’s crunch some more numbers… DNN / Proprietary and Confidential. All Rights Reserved.26
    27. 27. Ok, Let’s crunch some more numbers… • Every question, issue, or problem resolved in your online community equals $100-$200 in savings per call. DNN / Proprietary and Confidential. All Rights Reserved.27
    28. 28. Ok, Let’s crunch some more numbers… • Every question, issue, or problem resolved in your online community equals $100-$200 in savings per call. › How many calls does your Customer Service or Support Center handle today? DNN / Proprietary and Confidential. All Rights Reserved.28
    29. 29. Ok, Let’s crunch some more numbers… • Every question, issue, or problem resolved in your online community equals $100-$200 in savings per call. › How many calls does your Customer Service or Support Center handle today? DNN / Proprietary and Confidential. All Rights Reserved.29 Calls/month deflected In annual savings
    30. 30. Thankfully … Social community technology can help you get started fast DNN / Proprietary and Confidential. All Rights Reserved.30 EXTENSIBILE WORKFLOW - ENABLED RESPONSIVE & MOBILE ENABLED MEASURABLE IN-CONTEXT ACCESSIBLE BY ROLE SEARCHABLE GAMIFICATION - ENABLED SECURE PROFESSIONALLY SUPPORTED
    31. 31. According to Forrester Research Return on Investment for Online Social Communities DNN / Proprietary and Confidential. All Rights Reserved.31 Total Cost Considerations:  Online Social Community software license fees  SaaS, Hosted or on premise infrastructure  Integration into your existing website  Implementation costs  Dedicated Community manager
    32. 32. Here’s a Real Life Story of Success DNN / Proprietary and Confidential. All Rights Reserved.32 “DNN’s solutions were instrumental in the transformation of our website and organization…our consulting team, and more importantly, our customers love it.” Laura Guzman, VP of Marketing
    33. 33. Related Resources 33 DNN / Proprietary and Confidential. All Rights Reserved. CASE STUDIES Customer communities, branded online communities and more. EBOOK 5 Essential Elements to Building a Successful Customer Support Community

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