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The social media revolution has irrevocably changed the way people communicate—with each other and with the brands they purchase and support. Customers want to engage in conversations with your brand. Learn how Making Social the Way You Do Business can help you reorganize, engage with, and support the changing social customer across online communities to increase your business advantage.
Citation preview
Making Social the Way You Do Business
March 13, 2012
today’s speakers
Joe Cothrel
Chief Community Officer
Lithium
@cothrel
Brian Kling
Community & Social Media
Program Manager
Autodesk
@briankling
@cothrel @briankling #LithCast
confidential
we are lithium
delivering social customer experiences for the world’s
most iconic brands
founded in 2001
bay area hq, new york, london, zurich, paris
300 customers 30+M registered users
named market leader by forrester, gartner
100% cloud platform
top tier VC funding, including Benchmark & NEA
what is social support?
Social support is the use of social channels—forums, blogs, social networks, and other social media—to supplement or replace traditional customer service and support channels.
@cothrel @briankling #LithCast
deliver a great experience increase customer
satisfaction manage support costs
of customers are less likely
to buy again after a poor
service experience
Average cost for phone
support can range from $10
to over $100 per call
Sources: Accenture, Lithium customers, Jupiter Research
60%
of customers say that
customer service does not
meet their expectations
$10 $100 80%
challenges in service and support
@cothrel @briankling #LithCast
fast easy accurate search drives 30-60%
of traffic to the
community
77% of customers seek
answers on your
website
customers are true
product experts
customers are ready for a solution
@cothrel @briankling #LithCast
scalability savings sales social support
reduces costs
10-100x
communities absorb
traffic spikes
community members
spend 25 to 150%
more
$1
5
¢1
5
benefits go beyond cost reduction
@cothrel @briankling #LithCast
forums
empower customers to help
each other by hosting a space
for organized discussions
q & a create a simple
process for
customers to ask for
help
knowledge base create a searchable
repository of peer content
twitter bring proactive support to
customers microblogging
facebook bring proactive support
to customers on social
networks
WAVE 1 WAVE 2 WAVE 3
@cothrel @briankling #LithCast
empower employees to
help customers
empower customers
to help each other
social support is direct and peer
@cothrel @briankling #LithCast
We are Lithium 4 types of social support integration
CRM
SOCIAL PROCESS
WEB
@cothrel @briankling #LithCast
We are Lithium 4 types of social support integration
Unified customer database
Unified agent dashboard
Autoescalation
Unified analytics
Social share
Social connect
Social network apps
Microblogging
Roles & responsibilities
Tech-enabled workflows
Measurement & reporting
Curated content
Single Sign-on
Federated search
Embedded social content
Mobile WEB CRM
SOCIAL PROCESS
@cothrel @briankling #LithCast
We are Lithium 10 future trends 1. Making social support easier (increased conversion)
2. More direct (vs. peer) social support on and off-site
3. More personalized support
4. More real-time support
5. Deeper and more diverse roles for superfans/superusers
6. Increased informal employee participation
7. Increased focus on customer ideas and insights
8. Greater integration of support and marketing
9. More efficient social support operations
10. Better tools and processes
@cothrel @briankling #LithCast
© 2011 Autodesk
Next Generation Social Support
Brian Kling Program Manager, Community & Social Media
Twitter: @briankling
@cothrel @briankling #LithCast
© 2011 Autodesk
CRM Integration
Customer Feedback
@cothrel @briankling #LithCast
© 2011 Autodesk
• 104 Software products
• Design, Visualize, Analyze & Test
• B2B/C
• 13 languages
• 10+M Users
• Subscription = direct support
• 1900 Resellers
• 3M Students
@cothrel @briankling #LithCast
© 2011 Autodesk
>15 years old
Technical Support Focus
Subscription Model
@cothrel @briankling #LithCast
© 2011 Autodesk 17
Knowledge Base
Forum Threads
Forum Posts
Cases
$
@cothrel @briankling #LithCast
© 2011 Autodesk
Why a CRM integration?
Provide enhanced service for paying customers
Improve customer insight
No FT staff for online communities
Minimize effort & streamline processes
@cothrel @briankling #LithCast
© 2011 Autodesk
What was the solution?
1. Timely first Reply
2. Verify Resolution
3. Premium can ask for help
4. Staff can flag anything
@cothrel @briankling #LithCast
© 2011 Autodesk
1) Timely first Reply
24hrs
Reply? No
@cothrel @briankling #LithCast
© 2011 Autodesk
2) Verify Resolution
48hrs
Solution
Marked? No
Need
Help?
No
Yes
1
2
3
© 2011 Autodesk
3) Premium – ask for our help
24hrs
Reply? No
Need an Answer button
@cothrel @briankling #LithCast
© 2011 Autodesk
4) Staff can flag anything
Escalate
button
@cothrel @briankling #LithCast
© 2011 Autodesk
What does it look like – customer community view
@cothrel @briankling #LithCast
© 2011 Autodesk
What does it look like – employee community view
@cothrel @briankling #LithCast
© 2011 Autodesk
What does it look like – Salesforce view
In addition to “regular” customer data, we have:
@cothrel @briankling #LithCast
© 2011 Autodesk
What were some of the challenges?
Collaboration
Product Support, Marketing, IT
Lithium, Lithium Professional Services, Consultant
Change Management
Awareness
Training
Weekly Meetings
@cothrel @briankling #LithCast
© 2011 Autodesk
Why is customer feedback so important?
@cothrel @briankling #LithCast
© 2011 Autodesk
Why is customer feedback so important?
Relationship – NPS, CLV
Transaction – CSAT, CES
Resolution
Deflection
Ad hoc
} ROI
@cothrel @briankling #LithCast
© 2011 Autodesk
Results - NPS Q
3 F
Y1
1
Q4
FY
11
Q1
FY
12
Q2
FY
12
Q3
FY
12
Q4
FY
12
Community
Channel
1:1 Silver
1:1 Premium
2 per. Mov. Avg.(Community)
© 2011 Autodesk
Results from 2011
53% percent of Subscription customers resolved their issues in
the online community, versus 39% industry average for 2010
(per the Technology Services Industry Association [TSIA]).
Of the 53% above, 49% would have logged/called in a support
request (26% deflection rate).
Comparing 1Q11 to 4Q11, Unique Monthly Visitors grew by
250%.
In November/December 2011, 83% of forum posts had a First
Reply, on average within 19 hours.
Annual ROI of Support savings vs. overhead costs amounted to
~$6.8 million.
@cothrel @briankling #LithCast
© 2011 Autodesk
Making Social the Way You Do
Business Q&A
Brian Kling
Community & Social Media
Program Manager
Autodesk
Joe Cothrel
Chief Community Officer
Lithium
@cothrel @briankling #LithCast
Thank you.