How leading brands use online customer communities to improve their business
COMMUNITY SUCCESS BOOK 2015
inSided Community Success BookOnline branded communities are the easiest way to connect your company to your customers and
their peers, allowing you to build deeper customer relationships and improve your business.
This reference booklet contains a sampling of real business results that organizations across Europe have attained
by implementing the inSided platform. Whether you are an existing or prospective inSided customer, we hope you
find these success stories valuable in learning how we can help you achieve your business objectives.
The age of the customer has ignited a new era of rich digital experiences that reflect the way buyers explore a brand today. And a brand s most valuable marketing asset, its own website,
has become even more important since it is often a first stop for buyers in the exploration stage of the customer life cycle. Social
content and online communities play a critical role on these sites to provide a more immersive experience.
Brands need communities to stay relevantOnline branded communities are interactive, open spaces where you can facilitate conversations which are closely related to your products and services. They connect people to one another, your
company, and the answers they re looking for.
The ability to build a real community of customers is a key competitive advantage in this digital age and begins with
integrating social and community features into your website. Using the inSided platform, your company can launch a
robust online community in a few months (instead of years), enabling you to modernize support, differentiate your brand,
accelerate sales and innovate together with your customers.
Social Support Social Insightsincrease research quality,
improve transparency,
decrease time-to-market
reduce service costs,
expand service capabilities,
increase customer satisfaction
Social Commerceimprove products & services,
increase trust, drive sales,
reduce abandonment rates
Social Marketingdifferentiate products,
boost SEO & conversion,
increase loyalty & advocacy
As social technology-based customer communities will become a standard - and
strategic - component of virtually all customer engagement and marketing programs, we predict
that by 2017, 80% of Fortune 500 will have an active customer community.
Largest telecom community in NL, helping T-Mobile to acquire customer
feedback and insights, improve products and customer service and save millions
2.5M yearly call deflectionself-service via the community reduces
calls to the contact center by 80%
8.5 customer satisfactioncompany participation on the forum leads to
better customer service and happier customers
20% of customer contacthandled by the community, supporting the
company s transformation into a social business
social knowledge basecommunity content fuels website FAQ, device help pages, loyalty programs etc.
25 customer expertsanswer 50% of questions and produce 20% of all community content
internal involvementactive community participation by depts. like Billing & Order Management
4 million yearly visits60% via search engines, mostly
for service questions
1M questions answered each yearcontinuous customer feedback improves
products, processes, service & satisfaction
226,000+ members 60% via search engines, mostly for
finding answers to service questions
In about ve years time webcare will no longer
be called webcare and online customer interaction will
be the main link between customer and company.
Available 24/7, used by all levels within the
organization. Conversations with and between
customers are leading organizational changes and
determine process improvements, proposition
development, product innovation and the discovery of
new opportunities, markets and segments. Webcare is a
way of working for a large, broad group of people, both
internally and externally. They are pioneering our
transformation to becoming a social business.
Ruud HuigslootCustomer Contact Innovation
Manager T-Mobile
10K customers and 190 employeesparticipated in 224 different studies, generating13,000+ comments in 1000+ topics
15% call reduction to customer serviceresulting from processes which were improved together withcustomers via co-creation
NPS +19 pointsamong research participants
Multinational bank improves products, services and customer loyalty through
conversational research and co-creation
improved products, services & communicationoptimized process for debit card renewal, improved order forms, enhanced sales funnel, new name for loan product, etc.
constant community growthsupporting Rabobank s strategy to involve local banks and their 7,600,000 customers
The co-creation process really takes
off once the community gets going. It gave
me a lot of energy seeing how local members
participated day by day in this online community.
Our customers really showed they wanted to
participate but it was a slightly bigger challenge to
create company engagement with the Rabobank.
Creating employee commitment is essential for
the community's success. We are proud of our
team, the community and of the results achieved.
Paul MutsaersFormula Manager Rabobank
Online-only telecom provider realizes a significant reduction in service calls and
churn by using an online forum as its primary customer contact channel
600,000 yearly savingsby deflecting calls to the contact center
from customers helping other customers
60% SEO trafficto the corporate website ishandled by the community
25% customer-helps-customer100% of questions get a response within one dayand 88.5% of questions are answered completely within 48 hours
improved customer serviceand stronger customer focus through the forum result in happy customers(most members rate Simyo with a 4 out of 5 on customer satisfaction)
8% reduction in churncompared to average base and +47 NPS (highest among all Dutch mobile providers)
award winning platformthe community was nominated for an NCCA Customer Service Online Award
2014, and improved customer-centricity and service via the community helped
Simyo win other awards like CCDNA Most Customer Centric Telecom Provider 2015
and Opiness Best Service Award 2014
For an online brand like Simyo, it is important to
provide service through an online platform. A
tangible return on investment (ROI) is achieved
through a reduction of calls and more customers are
being served through the forum than through other
service channels. The structured content and
visibility of the information make sure a large part of
our customers find an answer to their questions
through the forum, without contacting the other,
more expensive, service channels.
Onno van der PoelGeneral Manager Simyo
Budget telco improves customer contact, churn, product development and
call reduction with social customer service
optimal findability60% of community traffic comes from search engines
improved products & reduced testing costscustomer feedback via co-creation pilots helps improve productsand processes (interactive TV, VDSL, network migrations etc.) and reduces testing costs (with 15K per pilot)
facilitated shift to onlinefrom service, marketing and research within the company
1.2M yearly call deflectionfrom customers helping other customers in the community
530,000+ yearly visitorsfind answers to their questions (50% provided by customers)
stronger customer focus through service, interaction and innovation via the forum
The community allows Telfort to improve its
products and services. This is extremely valuable to
Telfort and to our customers. The organization saves
on costs (for example through call reduction) and
has the opportunity to show what it stands for. It is
also wonderful to see how customers brainstorm to
nd solutions with us. Telfort has many regular forum
members who are greatly appreciated, because they
keep us on our toes thanks to their critical
contributions, demonstrating their expertise and
loyalty by helping other customers.
Hugo de VriesCommunity Manager KPN
World leader in in-car location and navigation uses its successful
international support community to improve products and reduce costs
25% call de ectionby using the community as a
one-to-many service channel
successful migrationof all users, (sub) forums, content,
etc. from the Lithium platform
5 million yearly visits245,000+ members posted 406,000+ comments in 69,000+ topics
30 product expertsactive in the community
global support in 3 languagesand seamless integration of the communitywith TomTom s internal support hub
12,060+ questionsansweredby community members
As COO of TomTom I am really satis ed with
the cooperation with inSided. Their excellent
development team and project manager
delivered on time, before our deadline. Agile
processes combined with a professional
attitude resulted in a smooth migration. inSided
will help us to provide the highest levels of
social support in 3 languages across multiple
channels and ensure we hit our targets for our
most important KPI - customer satisfaction.
Clive MillingtonChief Operating Officer
TomTom
SNS adds a human face to banking while improving products, services and
brand advocacy with its online co-creation community
500,000 savedeach year via call deflection from
customers helping other customers
significant PR benefitscommunity involvement with a
marketing campaign helped SNS win anomination for Esprix Awards 2015
14,000 membersposted 31,000 comments in 2600 topicswhich are viewed by 360,000 people yearly
customer portal integrationseamless access with Single Sign On and integration into self-service environment
active co-creationcustomers help SNS improve its
products, mobile apps, website, etc.
supporting weblogdelivers interactive PR and SEO benefitsand stimulates community participation
The SNS community gives us a
unique chance to start real in depth
conversations with our customers. We
receive great feedback and suggestions
from our community members that make
it possible to create better products and
services. The community is therefore a
valuable asset for many employees.
Wanda CatsmanCommunity Manager SNS
Large energy supplier evolving into a 24/7 (self) service provider by introducing
the voice of its customers into the organization
8,500 membersposted 65,000+ comments into 4,500+ different topics
35,000 monthly visitors 70% find the community via search engines(driving traffic to the corporate website)
1 1st energy supplierin the Netherlands with its owncustomer community
active super user participationsome super users posted over 10K comments
many improvements realizedin products, services and communication (e.g. improved customer portal and smart thermostat)
We evolve from a supplier of commodities to
an energy service provider. That is a
challenge and a risk. But if we do not change
we remain in commodities, which is not an
option. We strongly believe that service is our
future. Services and commodities are totally
different things. This change requires new
skills of our people and an open culture
where all units are in contact with each other
and the customer.
Guido DubbeldChief Financial Officer Eneco
Insurer improves reliability, transparency and loyalty with a crowdsourcing
and co-creation community to engage in dialogue with customers about
insurance claims and policies
150+ cases & conceptsreceived over 14,000 community
responses (and 10% of submitted claimspaid out after community involvement)
improved products & policiesafter community involvement (e.g. improved
marketing communication and terms and conditions for some insurance products)
significant PR benefitsimproved transparency and customer engagement via the community helped FBTO win Financial Marketing Award 2012, Dutch Interactive Awards 2012 (nominee) and a lot of attention from major news media
+6.1% customer appreciationof FBTO among people who heard about the community, contributing to the company s reputation as a reliable insurer
We are proud of the success of Onderling.nl. We are the rst insurer in the Netherlands to truly engage in dialogue with our customers about insurance claims
and our policy in that respect. The community members are very active and constructively critical.
For example, they let other consumers know when the terms and conditions clearly state something and
therefore exclude the possibility of compensation. The lessons we learned from the Onderling.nl platform
have a direct impact on our services. That transparent, pro-active approach is unique in the insurance market
and garners a great deal of sympathy among customers and prospects.
Carolien BosOnline Manager FBTO
National Dutch railway company uses crowd service to save costs and acquire
valuable customer feedback to improve products and processes
76,000+ comments posted in the first yearby 16,500+ members in 14,000+ topics with 9 super users responsible for answering 30% of questions
53% member-helps-memberand 96% of questions answered within 48 hours(against industry benchmark of 75%)
1st public transport companyin Europe with its own customer community
continuous customer feedbackqualitative insights improve products & services and create opportunities for marketing and customer satisfaction
positive business caseachieved within the first year of operation
1
Many customers encounter identical
dilemmas. Through several different channels
(in particular phone and email), the same
questions are answered time and again.
On a forum, this information is always readily
available. Customers can easily find answers,
particularly through Google. There is also more
room for background information. We will now
be positioning the forum as a high-quality
service channel. In effect, we would like to
engage with our customers continually!
Merel van den BoomenBase Marketer NS
Large non-profit voluntary organization for child welfare empowers children to
provide peer-to-peer support on sentitive and personal topics
5,000+ questionseach year which surpass chat & phone
award winning platformthe community helped the company win
NCCA Customer Service Online Award 2012
14,500+ membersposted 155,000+ commentsin 17,500+ different topics
100% peer-to-peer supportall questions are answered by forum members
750,000+ visitorseach year of which 75% find theforum via search engines
seamless integrationwith internal knowledge bank
and contact center platform
With our online forum, 13 to 19 year-
olds can discuss with each other and help
each other in an interactive, social way.
They get answers from peers who have
experienced the same problems. Our social
community proved to be a real success.
Already in the first months after launch,
the number of visitors and responses were
way beyond our expectations.
Maartje van ZantHead of Business Office
De Kindertelefoon
Youth label of KPN, saves millions on support costs, drives sales to its web shop
and increases engagement with a difficult to reach target group
1.5 million saved each yearby deflecting calls to the contact center
because customers help other customers
co-creation benefits insights improve products (like the My Hi
mobile app), customer service, campaignsand community content
86,000+ membersposted 118,000+ forum comments andgenerated 400,000+ views on the blog
26% customer-helps-customervisitors (70% via search engines) find answers provided by customers
award winning platformthe community helped Hi win awards likeGrand Esprix 2015, Grand Prix Content Marketing 2014 (silver) and Website of the Year 2014 (nominee)
blog fuels content marketingengaging a hard to reach demographic
and increasing conversion in the web shop
The Hi community helps us
to put our customers first in the
organization and provides a significant
reduction in costs in the field of service,
marketing and the development of
products and services.
Lourens Reijgersberg Team Lead KPN & Hi Online
Customer Communities
Today s leaders must respondto rising customer expectations
and acclimatize to the breakneck speed of technology. The pace of
change is accelerating. Brands that do not start their journey
now will be left behind.
+31 20 4279597
Interested in learning more about how a customer community can help you acquire more customers,
build loyalty and deliver excellent cross-channel social support?
What areyou waiting
for?
Recommended
