Learn how to Leverage Community for a Better Bottom Line
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17-Oct-2014 -
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Transcript of Learn how to Leverage Community for a Better Bottom Line
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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
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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
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3Twitter: #custserv @GetSatisfaction
Introductions
Consumer Trends
What is a Customer Community?
Four Community Platform Value Drivers
Questions and Answers
Agenda
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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)
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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
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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
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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
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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
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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)
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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
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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
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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
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Open for audience questions …
Questions and Answers
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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)
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Contact us!Call (877) 339-3997
or visit us online
www.getsatisfaction.com
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Community content drives engagement
Top Reasons Consumers Participate in a Branded Customer Community