1.
WHYYOU’RETRACKINGTHE WRONG
METRICS INYOUR SUPPORT COMMUNITY
Twitter: @JessicaMalnik #SwarmConf

2.
@JessicaMalnik

3.
@JessicaMalnik

4.
@JessicaMalnik

5.
@JessicaMalnik

6.
@JessicaMalnik

7.
IFYOU CAN’T MEASURE IT,
YOU CAN’T MANAGE IT.
@JessicaMalnik

8.
@JessicaMalnik

9.
@JessicaMalnik

10.
MEASURING YOUR COMMUNITY
IS A LOT EASIERTHANYOUTHINK.
@JessicaMalnik

11.
WE NEEDTO TELL A STORY
WITH DATA. @JessicaMalnik

12.
@JessicaMalnik

13.
DATA CAN PROVIDEYOU ALLTHE
ANSWERS, ONLY IF YOU ASK THE
RIGHT QUESTIONS.
@JessicaMalnik

14.
@JessicaMalnik

15.
THINK LIKE A MARKETER
@JessicaMalnik

16.
VITAMIN OR PAINKILLER?
@JessicaMalnik

17.
WHAT PROBLEM DOESTHE
COMMUNITY SOLVE FOR
MEMBERS?
@JessicaMalnik

18.
WHAT PROBLEM DOESTHE
COMMUNITY SOLVE FOR
THE COMPANY?
@JessicaMalnik

19.
Show me the MONEY!

20.
Does it increase revenue?
Or, decrease costs?
@JessicaMalnik

21.
@JessicaMalnik
• Growth:
• New customers / Sales
• Referrals
• Customer Acquisition Cost
• Retention:
• LTV
• Churn
• Cancellations
• Avr. OrderValue
• Repeat purchases
TYPES OF KPIS

22.
Don’t be a hoarder!

23.
• Choose 1-3 core KPIs that tie back to core business
objectives.
• No more than a dozen sub-KPIs.
• This is where most community health and
engagement metrics will fall.
ACTIONABLE V. VANITY METRICS
@JessicaMalnik

24.
Automation is your friend!

25.
@JessicaMalnik

26.
@JessicaMalnik

27.
MISTAKE - #4
Obsessing over improving a metric
at the expense of building solid habits

28.
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

29.
#OFCASES
TIME
@JessicaMalnik

30.
BUILD A CUSTOMER
EXPERIENCE HABIT
• First contact resolution
• Resolution Rate
• Customer Satisfaction Score (CSAT)
• Net Promoter Score (NPS)
@JessicaMalnik

31.
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

32.
“80% OF BRANDSTHINKTHEY DELIVER
EXCEPTIONAL CUSTOMER SERVICE.
ONLY 8% OF CUSTOMERS AGREE.”
-JAY BAER
@JessicaMalnik

33.
HOWTO IMPROVE
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

34.
@JessicaMalnik

35.
@JessicaMalnik

36.
HOWTO REACH ME:
• Jessica Malnik
• jessicamalnik.com
• Twitter: @jessicamalnik
• Instagram: jmalnik

37.
Questions?

38.
Questions?

39.
Questions?