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Blending the Best of Customer Communities with Agent Assisted Service


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Peter Tait, VP of Marketing at Webtrends, and Jascha Kaykas-Wolff, CMO at Mindjet, joined Get Satisfaction at Dreamforce '12 to present a session about the way they use their customer community to scale their business, deliver excellent customer service, and drive down costs. View their presentation here.

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Blending the Best of Customer Communities with Agent Assisted Service

  1. 1. Blending the Best of CustomerCommunities with Agent AssistedServiceDelivering Exceptional Customer Service Peter Tait, Jascha Kaykas-Wolff VP Marketing Chief Marketing Officer Webtrends Mindjet
  2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward- looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. About Get SatisfactionGet Satisfaction is the customer engagement platform designed tobuild authentic relationships between customers and companies.65,000 Customer Communities35 million consumers/monthConnect with each other andthe companies they care about 3
  4. 4. Drive Real Business Results 1,000 Product Champions per Month Customer Feedback 1,200 Product Ideas from the Community 50% Decrease in Support Costs 75% Reduction in Support Tickets 9 Brand Communities Drive Brand Awareness 4
  5. 5. Peter TaitVP Marketing, Webtrends@webtrends
  6. 6. About Us Webtrends powers digital marketing success Our industry-leading analytics across mobile, social and web enable marketers to optimize campaigns, maximize customer lifetime value and deliver highly relevant digital brand experiences in real-time.  3,500 Customers in 60 countries  30 new products released since 2009  100+ issued and pending patents
  7. 7. Before Get Satisfaction and Service CloudThe Challenge • Scale great customer service as the company grows and the product portfolio increases in complexityThe Goals • Provide customers with a rich self-service experience • Leverage customer expertise • Deflect appropriate support load 7
  8. 8. After Get Satisfaction and Service Cloud• Get Satisfaction Customer Community plus documentation, Knowledge base, training resources• Salesforce for SFA, Service Cloud for Case Management, Reps engage within Service Cloud• Customer Community accessed through Facebook and website 8
  9. 9. • Custom Topics object in Salesforce• Topics in community create topics in Service Cloud• Problems trigger case creation• Allow time for community resolution 9
  10. 10. • Topics are reviewed and assigned to rep queues • Link topic to existing contact or create 1 new contact • Reps engage with Community directly from Service Cloud case workflow • Create a new case in Service Cloud to answer privately • Private answers drive public content 32 10
  11. 11. Success Metrics • 70-80% of customer problems are resolved with the tools we provide them, including documentation, training, and the community • MeToo deflection ratio typically around 2
  12. 12. Business Benefits • Support agents can focus on complex customer issues • Crowdsourcing leverages deep customer expertise and identifies customer champions • Interactions provide reusable content • Private answers are cleaned and added to Knowledge Base, and used as public answers to original problem topics • Feed into @webtrendsQandA
  13. 13. Jascha Kaykas-WolffCMO, Mindjet@kaykas
  14. 14. About Mindjet • Mindjet is collaborative work management software used to generate ideas, organize information, share and store data, and manage workflow • Our software is used by millions of individuals, thousands of small businesses, and 83% of the Fortune500 • As such, Mindjet is an inherently social company … and our marketing and support processes must be equally social … enter Get Satisfaction
  15. 15. Business Desires Culture •Drive active participation from in the company to outside of it •Drive active participation within the community Support •Lower costs Marketing •Operationalize the community
  16. 16. Get Satisfaction Is Critical to Customer Success• Prominent positioning of Get Satisfaction Community … we are there to help!• Multi-channel access through Mindjet website & Facebook• Salesforce for SFA, Service Cloud for Case Management • Topics become cases upon review • Praise & feedback used for word- of-mouth marketing 16
  17. 17. Mindjet Social Layerfor Marketing • Most Mindjet business comes through word-of-mouth • We see Get Satisfaction as an engine for generating word-of- mouth “social proof” marketing • We present content from our community right alongside social networks
  18. 18. Business Benefits Culture – Everyone Participates in Customer Interaction •Enhanced customer relations in our Get Satisfaction Community •Better insight for product management and product development Support – Lowered Costs •20% decrease in support calls •Significant decrease in repetitive case rates Marketing – Increased Brand Awareness & Leads •Easily identify advocates •Embed customer conversations as rich marketing content in website • SEO, increased website traffic (3%)
  19. 19. Peter Tait Jascha Kaykas-Wolf Azita Martin Corinne RobertsVP Marketing Chief Marketing Officer VP Marketing Product Marketing Manager Webtrends Mindjet Get Satisfaction @kaykas @azitamartin @crosfdc