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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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Improving Top and Bottom Line
with a Customer Community
Scott HirschVice President Product MarketingGet Satisfaction
Dr. Natalie PetouhoffCEOSocial Business Builders: The Results Group
Twitter: #custserv @GetSatisfaction
The Get Satisfaction community platform is designed to create engaging customer
experiences at every stage of the customer lifecycle.
About Get Satisfaction
70,000 Customer
Communities
35 million consumers/
month
Connect with each other and the companies they
care about
To ask questions, share ideas
and give praise
@getsatisfaction
3Twitter: #custserv @GetSatisfaction
Introductions
Consumer Trends
What is a Customer Community?
Four Community Platform Value Drivers
Questions and Answers
Agenda
Twitter: #custserv @GetSatisfaction 4
Paradigm Shift in Service and Support Driven by Consumer Trends
Source: Forrester’s Top 15 Trends for Customer Service in 2013, January 14, 2013, Kate Leggett
#2 Self-serviceVoice is still #1 3rd is 1to1 channels
Community (24% increase)
Web Self-serve(12% increase)
Twitter: #custserv @GetSatisfaction 5
This Paradigm Shift Affects Sales and Marketing, Too
SALES INFLUENCED BY “EXPERT”
CONTENT
ONE-TO-ONESUPPORT
PUSHMARKETING
SALES INFLUENCED BY SOCIAL PROOF
MANY-TO-MANYSUPPORT
PULLMARKETING
Shift From Company-centric Process
Shift To Customer-centric Process
Twitter: #custserv @GetSatisfaction 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.COMPANIESCUSTOMERS
7Twitter: #custserv @GetSatisfaction
Looked at data from several dozen Get Satisfaction customers
Observed trends and patterns
Identified and categorized value drivers
Created calculations
The Background for This Study
8Twitter: #custserv @GetSatisfaction
Value Driver: Reduce the number one-to-one interactions
How? – Curate user-generated content for one-
to-many support (especially good for “long-tail” content)
– Search engine optimization (SEO)
– Identify and activate super-users for peer-to-peer support
Community ROI: Reduce Support Costs
• 75% reduction in support tickets in the first 60 days
• Community as primary support channel
9Twitter: #custserv @GetSatisfaction
Value Driver: Multi-channel, real-time, and integrated into business workflows.
How?– Offer multi-channel community (web,
mobile, social)
– Integrate with business systems
– Improve knowledgebase efficiency
Community ROI: Improve Support Efficiency
• Expanding nationally without adding reps
• Community integrated with website and chat (Velaro)
10Twitter: #custserv @GetSatisfaction
Value Driver: Increase customer loyalty, purchase intent, and word-of-mouth advocacy
How?– Improve loyalty and lifetime value
– Acquire new customers with increased referral traffic
– Create a customer-centric culture
Community ROI: Increase Revenue
• Revenue protected by early feedback on price changes
• 3% increase in marketing site pageviews
11Twitter: #custserv @GetSatisfaction
Value Driver: Improve PR effectiveness by identifying issues in real-time and providing a definitive response that shows up in organic search.
How?– Mitigate spikes in call and email volume
– Search Engine Optimization
Community ROI:Lower Operational Costs for PR
• Community gives PR a real-time pulse on consumer concerns
• Example: topics on humane sourcing of meat
Twitter: #custserv @GetSatisfaction
Some examples of business results
75% Reduction in Support Tickets
1200 Product Ideasfrom the Community
athenahealthClient feedback and
insight into R&D
50% Decreasein Support Costs
1,000 Product Champions per Month
9 Brand Communities
@getsatisfaction
13Twitter: #custserv @GetSatisfaction
Open for audience questions …
Questions and Answers
Twitter: #custserv @GetSatisfaction 14
Get Satisfaction Community PlatformOur platform is specifically optimized for ROI …
BuildingRelationships
(Opt in)
CreatingRich
Content
FacilitatingEngagement
Multi-channel Entry Points
OrganicSearch
(SEO)
Contact us!Call (877) 339-3997
or visit us online
www.getsatisfaction.com
Twitter: #custserv @GetSatisfaction 16
Community content drives engagement
Top Reasons Consumers Participate in a Branded Customer Community