How Okta Created a Customer Community to Drive Engagement and Manage Support Costs

Larry Aronovitz, Vice President of Customer Support, Okta

Dion Hinchcliffe, Chief Strategy Officer, 7Summits

Speakers

Larry AronovitzVice President of Customer Support, Okta@laronovitz

Michael StoneSVP Marketing, Community Cloud@communitycloud

Dion HinchcliffeChief Strategy Officer, 7Summits@dhinchcliffe

#7ScommunitiesYou’ll be entered to win one of ten copies of SOCIAL BUSINESS BY DESIGN By Dion Hinchcliffe, 7Summits

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Customer Communities

Success Story: Okta Customer Support Community

Best Practices for Implementation, Activation & Adoption

Q&A

What We’ll Cover Today

Michael StoneSVP Marketing, Community CloudSalesforce

Communities for Customer Self-Service

Customers Expect to Find Their Answers Online

Source: Forrester

of customers prefer to use a company’s website

to find answers

72%

Connect With Your Customers in a Whole New Way

Reduce service calls by guiding customers to online knowledge articles and Q&A

Enable customers to connect and answer each other’s questions

Engage your service agents with customer questions and discussions

Provide an engaging branded and mobile community experience

Enable your customers to help themselves, and each other.

Increase in customer satisfaction

+ 45%

Community Built On The Customer Success Platform

CustomerCommunities

PartnerCommunities

EmployeeCommunities

Multitenant Cloud

Apps SalesAnalytics Service Marketing

Create a Communityof Action

Connect to BusinessTake action right from the community

Connect SmarterWith personalized community content

Connect AnywhereGreat branded experience on any device

Larry AronovitzVice President of Customer SupportOkta

Success Story: Okta Customer Support Community

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About Okta

Okta is the foundation for secure connections between people and technology.

Okta allows people to access applications on any device at any time, while still enforcing strong security protections.

Integrates with existing directories and identity systems, as well as 4,000+ applications.

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Case For Change

Multiple “islands” of information

Inconsistent look and feel

Confusing UX

Community in infancy of development

Significant time and effort spent administering site

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© Okta and/or its affiliates. All rights reserved. Okta Confidential

© Okta and/or its affiliates. All rights reserved. Okta Confidential

Strategic Objectives Derived From Customer FeedbackCustomer Pain Points:“Your communication is too ad hoc, causing me to disregard important information.”“I can’t find the document or answer I am looking for.”“I don’t know when things are released.”“I can’t find an expert.”“I’m bombarded by information.”“Okta is growing fast, it’s getting harder to get an answer, how do I find it myself?”“Where do I get help?”“How can I request features and enhancements.”

Strategic Objectives:

1. Streamline Customer Communications

2. Drive Self-Service Support & Case Deflection

3. Engage Customers in Product Lifecycle

Key Use Cases

Federated Search

Integration With Knowledge Base

Answers / Identify Best Answer

Suggest Features / Vote On Priorities

Connected, Social Experience

Mobile Device Access

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© Okta and/or its affiliates. All rights reserved. Okta Confidential

© Okta and/or its affiliates. All rights reserved. Okta Confidential

Utilized Framework To Evaluate Options

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Welcome to the New Help Center and Okta Community

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Okta Help Center – Gateway To Community, Information

Community prominently featured

Question feed from the Community

Call out to release notes

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• Announcement section

• Three main navigational areas• Ask a question• Join a discussion• Request a feature

• Unified Okta branded site – clean UX

• Active users / subject matter experts

• Common header, featuring federated search

• Integrated data architecture allows auto subscribers to key groups

Okta Community – Connected, Social, Scalable

Okta Community

© Okta and/or its affiliates. All rights reserved. Okta Confidential

© Okta and/or its affiliates. All rights reserved. Okta Confidential

Results – Increased Engagement

5x3x

• 3x Initial Growth After Launch

• 30-40x Growth Target After 1 Year

• 5x Initial Growth After Launch

• 100x+ Growth Target After 1 Year

Avg. Daily Questions Daily Active Users

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© Okta and/or its affiliates. All rights reserved. Okta Confidential

© Okta and/or its affiliates. All rights reserved. Okta Confidential

• Have Clearly Defined Strategic Objectives• Translate Objectives Into Key Use Cases• Pick the Right Partner• Establish Formal Milestones Where Signoff Is Required• Leave Plenty of Time For Bug Testing & Revisions• Involve End Users In Feedback & UX Texting• Drive Promotion & Engagement – Heavy Lifting Is After The Launch• Define Key Metrics; Rigorously Measure To Ensure Tracking To Success

Recommendations

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Dion HinchcliffeChief Strategy Officer7Summits

Insights on Implementation, Activation & Adoption

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Motivation: Why Do Companies Like Okta Build Communities?

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Best Practices: Creating conditions for success

#1 - Address Technology BarriersHelp customers remove friction from interacting with your company

#2 - Focus on the Audience Customer Empowerment vs. Technology Deployment

#3 - Promote Adoption Proactive Activation of Champions and Influencers

#4 - Optimization and ManagementOngoing Measurement and Professional Nurturing

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Getting started

#1 - Develop Coherent Approach and Alignment

#2 - Empathy for Customers.Understand high and low points of their experience.

#3 - Prioritize features with highest business value and impact

#4 - Visualize the interaction - Future State of User Experience

#5 - Set the direction. Roadmap Informed by opportunities, business needs

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Community Management

Text

Performance Management

Activation, Enhancements,

Adoption

Community Vision and Objectives

▪Engagement–Nurturing and encouraging user interaction▪Moderation / Content Curation –

Responding to user needs, escalation and content needs ▪Reporting– reporting key data points to

measure health of community▪Configuration– Optimize community

configuration to provide the desired user experience

▪Design Enhancements – UX and visual design enhancements▪Technical Enhancements – Add -Ons/

Integration (as needed) ▪Marketing levers and tactics –specific

tactics and channels to be acted upon to attract and motivate target audience segments

▪Metrics – identify what needs to be measured for each use case and business objective ▪Frequency – specify how

often to conduct the measurement▪Expected progress with

each measurement – identify the amount of progress you expect to make against your objectives at certain times

7Summits Community Success Framework

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▪Validate readiness of Initial Deployment

▪Promote environments

▪Operationalize and schedule integration

▪Initiate Community Activities

▪Refine/Monitor and Adapt

▪Confirm business objectives and success criteria

▪Define use cases and related requirements

▪Finalize initial release, and establish future release roadmap

▪Finalize Community Design, data modeling and Structure

Define and DesignApproach & Structure

LaunchDeploy & Activate

▪Infrastructure and Security

▪User Enablement

▪Chatter Groups Enablement

▪Object updates and Tab Enablement

▪Home page implementation

▪Header Navigation enablement

▪Profile and Chatter Pages

▪Testing

Build and TestFunctionality & Solution

How Okta and 7Summits Developed The Support Community

Week 1 - 2 Weeks 2 - 7 Weeks 7 - 8

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PARTNERED WITH SOCIAL INDUSTRY LEADERS

COMPREHENSIVE CAPABILITIES

AWARDS / RECOGNITIONS

About 7Summits

2009FOUNDED OUR MISSION COMMUNITIES BUILT

100+Creating online communities that transform

businesses and enhance people’s lives

• Financial Services• Manufacturing & High Tech• Consumer• Healthcare• Higher Education

INDUSTRY FOCUS

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#7ScommunitiesYou’ll be entered to win one of ten copies of SOCIAL BUSINESS BY DESIGN By Dion Hinchcliffe, 7Summits

TWEET & WIN!

Q&A

Larry Aronovitz, Vice President of Customer Support, Okta

Dion Hinchcliffe, Chief Strategy Officer, 7Summits

#7Scommunities

Thank you