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Wondering how customer communities can benefit Customer Service? In this webinar with Vice President Scott Hirsch of Product Marketing at www.GetSatisfaction.Com we talk about how businesses are gaining large ROI with social customer communities.
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Improving Your Top and Bottom Line with Communities
Scott Hirsch Vice President Product Marketing www.GetSatisfaction.Com
Dr. Natalie Petouhoff CEO Executive Success Acceleration Firm www.DrNatalieNews.com www.Twitter.com/DrNatalie
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
Twitter: #custserv @GetSatisfaction
! Introductions ! Consumer Trends
! What is a Customer Community?
! Four Community Platform Value Drivers
! Questions and Answers
3
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-service Voice is still #1 3rd is 1-to-1channels
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-ONE SUPPORT
PUSH MARKETING
SALES INFLUENCED BY SOCIAL PROOF
MANY-TO-MANY SUPPORT
PULL MARKETING
Shift From Company-Centric Processes
To Customer-Centric Processes
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.
COMPANIES CUSTOMERS
Twitter: #custserv @GetSatisfaction 7
Community content drives engagement
Top Reasons Consumers Participate in a Branded Customer Community
Twitter: #custserv @GetSatisfaction
75% Reduction in Support Tickets
1200 Product Ideas from the Community
athenahealth Client feedback and
insight into R&D
50% Decrease in Support Costs
1,000 Product Champions per Month
9 Brand Communities
@getsatisfaction
Some examples of business results
Twitter: #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
9
Community ROI: Reduce Support Costs
• 75% reduction in support tickets in the first 60 days
• Community as primary support channel
Twitter: #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
10
Community ROI: Improve Support Efficiency
• Expanding nationally without adding reps
• Community integrated with website and chat (Velaro)
Twitter: #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
11
Community ROI: Increase Revenue
• Revenue protected by early feedback on price changes
• 3% increase in marketing site pageviews
Twitter: #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
12
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 13
Get Satisfaction Community Platform Our platform is specifically optimized for ROI …
Building Relationships
(Opt in) Creating
Rich Content
Facilitating Engagement
Multi-channel Entry Points
Organic Search (SEO)
Contact us! Call (877) 339-3997
or visit us online
www.getsatisfaction.com
Dr. Natalie Petouhoff CEO Executive Success Acceleration Firm www.DrNatalieNews.com www.Twitter.com/drnatalie