Improving Customer Service with Communities And Gaining Social Media ROI

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


! 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)


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


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


Community content drives engagement

Top Reasons Consumers Participate in a Branded Customer Community


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


! 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


! 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)


! 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


! 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


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

Improving Customer Service with Communities And Gaining Social Media ROI

Business

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