Lithium - National Instruments Webcast - Social Support Maturity - August, 2012
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Transcript of Lithium - National Instruments Webcast - Social Support Maturity - August, 2012
Social Support Maturity
August 22, 2012
with
today’s speakers
Archana Shrotriya
AE Web Support
National Instruments
Emilie Kopp
Social Business Programs
National Instruments
Joe Cothrel
Chief Community Officer
Lithium
Twitter hashtag: #lithcast
we are lithium
delivering social customer experiences for the world’s
most iconic brands
what is social support?
Social support is the use of social
channels—forums, blogs, and social
networks—to supplement or replace
traditional customer service and
support channels.
Sources: Accenture, Lithium customers, Jupiter Research
challenges in service and support
WAVE 1 WAVE 2 WAVE 3
challenges of mature efforts
Performance measurement and improvement
Increasing adoption
Integration of social and non-social channels
Improving customer choice of channel
Leveraging channels for quality improvement
ni.com
9 ni.com
National Instruments—Our Commitment
• We equip engineers and scientists with tools that
accelerate productivity, innovation, and discovery.
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National Instruments—Our Stability
• Non-GAAP Revenue: $262 M in Q1 2012
• Global Operations: Approximately 6,300
employees; operations in more than 40
countries
• Broad customer base: More than 35,000
companies served annually
• Diversity: No industry >15% of revenue
• Culture: Ranked among top 25 companies
to work for worldwide by the Great Places
to Work Institute
• Strong Cash Position: Cash and short-
term investments of $377M as of March 31,
2012
No
n-G
AA
P R
eve
nu
e* in
Millio
ns
Long-Term Track Record of Growth and Profitability
*A reconciliation of GAAP to non-GAAP results is available at investor.ni.com
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Low-Cost Modular Measurement
and Control Hardware
Productive Software
Development Tools
Highly Integrated
Systems Platforms
Graphical system design combines graphical
programming software with modular hardware,
leveraging the latest technologies.
National Instruments—What We Do
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From Kindergarten to Rocket Science
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Support Forums1999
Re-launched in 2004 Twitter, FB,
YouTube 2007
Idea
Exchange
2009
Mobile 2011
Social Business Evolution
Blogs 2005
Listserv 1991
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2004 Goals of NI Discussion Forums
- Provide a online public forum where customers can
gather to troubleshoot and solve their NI product
problems
- Build a worldwide community where users can share
knowledge and develop a lasting relationship.
- Improve searchability of information in the public forum.
- Promote loyalty amongst the Enthusiast community.
- Integrate public forums with other content databases that
exist on the site to provide more complete solutions to
our customers.
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Support Forums ni.com/forums
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Support Forums Key Features ni.com/forums
• Available in Eight Languages • Japanese, Chinese (Simplified), Chinese (Traditional), Spanish, Italian, Turkish,
Portuguese and Arabic
• Advanced Personalization Options • User configured emoticon style, signature, font size, subscription preferences,
board layout, time zone, etc.
• Backend Support Integration • Applications Engineering in the appropriate worldwide branch is notified for
each message posted based on customer location.
• Integrated with NI Authentication and Service Request Management • Users login with their existing NI authentication and can post questions Service
creation system.
• Detailed Reporting Functionality
• Granular reporting to trend forum traffic better to monitor success.
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User Engagement ni.com/forums
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Direct & Indirect
Deflections
$7.5M/year Savings
Estimated Savings ni.com/forums
Time
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Rewards and Reputation
Enthusiasts, Proven Zealots
5 Knights of NI!
Favorite hat to wear at NIWeek
Princess
Sword
Shrubbery from NI
Teddy
Bear
(Avatar)
ni.com/forums
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Social Business Impact Areas
- Support: Ensure Customer Success
- R&D: Co-Innovation: Obtain Product Feedback and Enable
Development
- Marketing: Increase Loyalty and Advocacy, Increase
Brand Awareness and Manage Reputation
- Sales: Drive and Enable New/Repeat Business
- Internal: Enhance global employee collaboration and
nurture NI culture
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Co-Innovation Plan
- Make it easy for NI Customers to share discuss and vote
on new features
- Gather feedback from lead users as we enter new markets
- Encourage customers to share their feedback in a public
idea forum
- Integrate these ideas into traditional marketing efforts
- Launch customer driven product enhancements at NI-
Week, our annual user conference and trade show.
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Idea Exchange ni.com/ideas
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Idea Facts:
2,700 ideas submitted(initial goal
500)
more than 80,000 votes
15,500 comments on ideas
Co-Innovation ni.com/ideas
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• Subdiagram Labels
• Enumerated dialog enhancements
• Removing selected broken wires
• Icon Editor API
• Contextual Help for Data Coercion
• Event structure in Base version
• Conditionally writing values to loop output tunnels
• Concatenate indexing
• Right-click menu for multiple items
• Long file path truncation
• Separate label locations for controls and indicators
• String editing dialog box
12 Enhancements
From the LabVIEW Idea Exchange in the 2012 Release
ni.com/ideas
Accelerate your productivity
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Recognition in White Papers
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Recognition in User Manuals
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2013 Goals of ni.com Community/Forums
• Provide Technical Support and Troubleshooting
• Enable peer-driven technical solutions
• Build Loyalty and Engagement
• Enable customer collaboration with other experts
• Elevate customer voice within NI
• Encourage user contribution
• Recognize advocates & power users
• Develop User Product Proficiency
• Deliver online content to enhance “Getting Started” experience
• Accelerate aptitude and innovation through collaboration
• Drive customers from product to online content
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The more active the customer is with NI community,
the more satisfied and loyal they are with NI
Not at
all
Satisfi
ed /
Likely
Extrem
ely
Satisfie
d
/ Likely
Source: US/CA Q2 2011 Customer Loyalty Survey
Q. How frequently do you visit the NI Community or forums to read content, share code, and so on? (Single select)
Q. Now, considering everything about National Instruments in terms of the available product information, sales representatives, ordering process,
products, and support/services, how would you rate your overall satisfaction with National Instruments? Q. How likely you are to do the following?
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2008 Supporting Category Winner: Nerd Network: Building an Online Community for Developers
2010 Energizing Category Finalist: Energizing Engineers at NIWeek
2010 Embracing Category Winner: Embracing our Customers for Software Development
NEW: 2013 Harvard Business School
Case: National Instruments LabVIEW
Community: Social Business for a B-to-B
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Future Investments
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Customer support on the social web
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Employee
Listening
Network supplements
monitoring tool
(Social Media Coordinator)
Sanity check: Who is it?
- Historical Relationship
- Influencer
- Attention seeker (@-
mention, direct message)
“Actionable Conversations”
Checklist
Posts “Actionable Conversations” to internal employee network - Coordinator responds immediately or alerts internal experts of relevant, new posting
- Employees can collaborate on most valuable response
- Member of “core team” or topic expert responds on original platform and links to valuable
content
- Conversation is tracked and recorded
Social Media Monitoring Tool Finds all social mentions of NI global brands
and products
Will taking action help us…
• Increase brand awareness
• Manage brand reputation
• Increase loyalty/advocacy
• Ensure customer success
• Obtain product feedback
• Drive and enable new and
repeat business
NI Social Listening Process
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Notion of service anywhere, anytime?
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NI’s key challenges and focus areas moving forward
• Align with business objectives and stakeholders
• Collaboration across NI Social Media, Web Support Operations
and Applications Engineering Teams
• Avoid creating silos (Facebook vs. Twitter vs. NI Forums)
• Leverage our existing processes and existing community
36 ni.com
Questions?
today’s speakers
Archana Shrotriya
AE Web Support
National Instruments
Emilie Kopp
Social Business Programs
National Instruments
Joe Cothrel
Chief Community Officer
Lithium
Twitter hashtag: #lithcast