Learn how to Leverage Community for a Better Bottom Line
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http://ow.ly/jiMJp , Want to learn how you can reduce support costs, increase revenue, and improve marketing/PR efficiency? Watch the replay to hear Get Satisfaction’s VP of Product Marketing, Scott Hirsch, interview Social Business Builders CEO, Dr. Natalie Petouhoff, about how an online customer community: Deflects support email and phone calls to agents, while improving customer satisfaction Generates customer-created content that will increase the efficiency of your marketing and PR organizations Increases customer acquisition, retention, and upsell Real customer ROI examples will be provided throughout. Don’t miss this chance to unpack the cost-saving benefits of an online community.
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Learn how to Leverage Community for a Better Bottom Line
- 1. Improving Top and Bottom Line with a Customer Community Dr. Natalie Petouhoff CEO Social Business Builders: The Results Group Scott Hirsch Vice President Product Marketing Get Satisfaction
- 2. About Get Satisfaction The Get Satisfaction community platform is designed to create engaging customer experiences at every stage of the customer lifecycle. 35 million 70,000 consumers/ Customer month Communities To ask questions, Connect with each other share ideas and the companies they and give praise care about Twitter: #custserv @GetSatisfaction @getsatisfaction
- 3. Agenda Introductions Consumer Trends What is a Customer Community? Four Community Platform Value Drivers Questions and Answers Twitter: #custserv @GetSatisfaction 3
- 4. Paradigm Shift in Service and Support Driven by Consumer Trends Voice is still #1 #2 Self-service 3rd is 1to1 channels Web Self-serve Community (24% (12% increase) increase) Source: Forrester’s Top 15 Trends for Customer Service in 2013, January 14, 2013, Kate Leggett Twitter: #custserv @GetSatisfaction 4
- 5. This Paradigm Shift Affects Sales and Marketing, Too Shift From Company-centric Process PUSH SALES INFLUENCED ONE-TO-ONE MARKETING BY “EXPERT” SUPPORT CONTENT PULL SALES INFLUENCED MANY-TO-MANY MARKETING BY SOCIAL PROOF SUPPORT Shift To Customer-centric Process Twitter: #custserv @GetSatisfaction 5
- 6. What Is a Community? Online platform that facilitates conversations between companies and their customers across digital channels. The content and connections in the community can be leveraged by businesses for marketing, service/support, sales, brand awareness, and R&D. CUSTOMERS COMPANIES Twitter: #custserv @GetSatisfaction 6
- 7. The Background for This Study Looked at data from several dozen Get Satisfaction customers Observed trends and patterns Identified and categorized value drivers Created calculations Twitter: #custserv @GetSatisfaction 7
- 8. Community ROI: Reduce Support Costs Value Driver: Reduce the number one-to-one interactions How? • 75% reduction in – Curate user-generated content for one-to- support tickets in many support (especially good for “long-tail” the first 60 days content) • Community as – Search engine optimization (SEO) primary support – Identify and activate super-users for peer- channel to-peer support Twitter: #custserv @GetSatisfaction 8
- 9. Community ROI: Improve Support Efficiency Value Driver: Multi-channel, real-time, and integrated into business workflows. How? • Expanding – Offer multi-channel community nationally without (web, mobile, social) adding reps – Integrate with business systems • Community integrated with – Improve knowledgebase efficiency website and chat (Velaro) Twitter: #custserv @GetSatisfaction 9
- 10. Community ROI: Increase Revenue Value Driver: Increase customer loyalty, purchase intent, and word- of-mouth advocacy • Revenue How? protected by early – Improve loyalty and lifetime value feedback on price changes – Acquire new customers with increased referral traffic • 3% increase in marketing site – Create a customer-centric culture pageviews Twitter: #custserv @GetSatisfaction 10
- 11. Community ROI: Lower Operational Costs for PR Value Driver: Improve PR effectiveness by identifying issues in real-time and providing a definitive response that shows up in organic search. • Community gives PR a real-time How? pulse on consumer concerns – Mitigate spikes in call and email volume • Example: topics on – Search Engine Optimization humane sourcing of meat Twitter: #custserv @GetSatisfaction 11
- 12. Some examples of business results 1,000 Product Champions per Month athenahealth Client feedback and insight into R&D 1200 Product Ideas from the Community 50% Decrease in Support Costs 75% Reduction in Support Tickets 9 Brand Communities Twitter: #custserv @GetSatisfaction @getsatisfaction
- 13. Questions and Answers Open for audience questions … Twitter: #custserv @GetSatisfaction 13
- 14. Get Satisfaction Community Platform Our platform is specifically optimized for ROI … Building Relationships (Opt in) Organic Creating Search Rich (SEO) Content Multi-channel Facilitating Entry Engagement Points Twitter: #custserv @GetSatisfaction 14
- 15. Contact us! Call (877) 339-3997 or visit us online www.getsatisfaction.com
- 16. Community content drives engagement Top Reasons Consumers Participate in a Branded Customer Community Twitter: #custserv @GetSatisfaction 16
Editor's Notes
- Angeline:Headquartered in San Francisco, Get Satisfaction helps companies create engaging customer experiences by fostering online conversations about their products and services at every stage of the lifecycle. Companies of all sizes such as Intuit, Kellogg's and Sonos rely on the Get Satisfaction community platform to acquire new customers, provide better service and build better products. Today, Get Satisfaction powers 70,000 active customer communities hosting more than 35 million consumers each month.
- Scott: Introduce Natalie and talk a little about our history working togetherInitial deep dive into social media and how it applies to customer serviceStarted looking at Community as well … since we had a theory that community was going to be a complement to social media.Nat: Talk about the whitepaper that we wrote that will be coming out in mid-march.
- Scott: Before diving into the ROI, let’s talk about the consumer trends that are driving value. Fact is, consumer preference for support is changing. According to Forrester, Voice is still number one. But its quickly followed by self-service channels, such as community and website. And this preference for self-service is rising fast:12% rise in web self-service. And a 24% rise in community usageTee-up Question: Natalie, you’ve been working with call centers for quite some time, can you talk about how you’ve seen these trends evolve. What do you think is driving these thrends? Natalie: Talk about how Google and social networks changed our perceptions of information technologyTalk about why community is poised to fill a unique role in capturing value for companies
- Scott: Service and support was the functional group that first realized the power of community. However, we are seeing more forward-looking companies adopting customer-centric processes for sales and marketing as well.Tee-up question for Natalie: Natalie, can you talk about some of the ways you’ve seen companies adopt “community” to impact sales and marketing. Natalie:Talk about your initial research around first call resolution and how that impacted CLVTalk about how social content influences customer satisfaction, purchase intent, and/or word-of-mouth
- Scott Will talk through
- Scott – We’re not going to go through the detailed calculations in this presentation because we don’t want this to be a math lesson, but we are publishing a whitepaper that includes sample calculations for each of the value drivers we describe in this webinar. We’ll make sure to send a link to everyone on the call today. Nat, can you talk a little bit about the methodology?
- Scott says – So the first value driver is the probably the easiest one to understand and it’s also perhaps the easiest to measure and that is the “bottom line” impact on reducing support costs. Tee-up question: Natalie, can you talk about why there is so much low-hanging fruit here? I’m just curious why more companies haven’t adopted community based on the “reduce service costs” value prop alone? Also, how might a company quickly measure whether community will have an impact on this bottom-line measure. Nat says – Talk about how a lot of attention was given to responding to customers in social networks, which is important but that doesn’t provide much value in terms of ticket reduction. Just now directors of service are starting to rethink self-service in terms of company-owned systems, like communityTalk about the metrics you need to have at your fingertips to asses value of community … # of issues per month, cost per issue, split between phone and email, # of duplicative issues. Assure people that it’s really simple math. Scott says - I’ve included a reference here to Mint.com, which saw a 75% reduction in support tickets in the first 60days after launching their community … now this might seem like an extreme case, but here are four other GetSat customer benchmarks• KiddiCare 30% • Rhapsody 50% • Webtrends 70-80% • Volunteer Match 40%
- Scott says - The first value driver was all about how consumers engage with the community and how that deflects tickets. The second value driver talks is more oriented toward how community makes support operations more efficient. It does this by aggregating a body of real-time Knowledge from customers as well as employees, displaying it across many channels, and integrating into other support systems. I Tee-up question: Nat, can you talk about how community makes reps more efficient? Also, how does integrating community into other systems (like CRM) make the entire support system work betterNat says – It’s all about Knowledge management - Community helps support organizations reap volumes of knowledge from their customers … this is knowledge that they would not normally have access to. By integrating this knowledge into the support mix, reps will benefit just as much as customers. The result should be reduced handling time, more issues handled per rep, and more time spent on higher value issues. Talk about CRM integration and 360 degree view of the customer … how that is valuable. Scott says- The benchmark reference here is restaurants on the run … so that they can benefit from the knowledge of their customers to grow nationally (without have to also scale the support team), they have implemented community on every page of their website and integrated community with their live chat functionality. So far, they are on track to grow.
- Scott says:Our point of view at Get Satisfaction is that community is going to become more important for the CMO in 2013, and not just because of the impact on customer satisfaction and loyalty. We are already seeing that community can be a cross functional tool to facilitate collaboration between product, marketing and sales teams that brings the voice of customer deeper into the organization. But the big value driver that we are seeing has to do with the value of user-generated content for SEO (and SEM arbitrage). We just signed a contract with a major consumer brand based solely on the customer acquisition value proposition. This is a brand that spends millions on SEM. Tee-up question for Nat – Natalie, when we were working on the whitepaper you talked a lot about how community drives customers acquisition and repeat purchase … can you give us a few examples? Also, what about the value in terms of culture change? Thoughts on that? Natalie says: Talk bout how happy customers not only buy more but they also tell their friends. Talk about how focus groups should become irrelevant and other types of small group makret research ScottWe have a several really great examples so it was hard to choose one, but mindjet is my favorite GetSat community right now because I Love the “culture change” story that their CMO, JaschaKaykas-Wolf tells.
- Scott says:The fourth value driver has to do with PR costs. Interestingly, this is one of the first value drivers that we identified in the early days here at GetSatisfaction. One of our earliest and best customers is P&G, where we host communities with several global brands. When a PR issue came up, brand managers were pleasantly surprised when they saw that their responses were’ showing up on the first page of Google search results almost instantly after the topics were created. In addition, this smoothed out some of the spikes they’d see in their email and phone inquires. Tee-up question for Nat – Nat, can you talk about other examples of PR issues that are effectively handled by community. Do you have any thoughts on how to measure the impact community can have here. NatalieTalk about a story from your own experienceTalk about measuring impact in two ways: first, by the value of reach of community v. other methods (paid media or building a micro-site); also by the value that effectively establishing that your brand not only listens but also responds to customer issues. Scott – The example here is Applegate … which is a brand build upon a promise of healthy and sustainably sourced meat products.
- Scott will talk through
- Click Is a customer engagement platform that allows you to: clickBuild trustClick Establishes long-lasting connections with your customersClick Facilitate engagement because its easy-to-useClick Can be accessed from anywhere -– multiple points in your website, your product, on social networks, and using mobile devices Click Is easily found using search customers are used to using every dayMany people think of forums when they think of communities. They are similar, but not completely the same.
- Thanks so much for attending our webinar. We’ll be following up with you in the next few days to talk in more detail about our solution. Meanwhile, please don’t hesitate to contact us if you have any questions about our solution. Have a great day.
- Resolution drives everything. The top 3 rules about customer engagement are:Be human, don’t treat your customer like an account number or a field in a scriptGive a complete answer that resolves their problem or questionBe prompt about it