Download - Learn how to Leverage Community for a Better Bottom Line

Improving Top and Bottom Line

with a Customer Community

Scott HirschVice President Product MarketingGet Satisfaction

Dr. Natalie PetouhoffCEOSocial Business Builders: The Results Group

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

3Twitter: #custserv @GetSatisfaction

Introductions

Consumer Trends

What is a Customer Community?

Four Community Platform Value Drivers

Questions and Answers

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-serviceVoice is still #1 3rd is 1to1 channels

Community (24% increase)

Web Self-serve(12% increase)


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


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

Scott Hirsch

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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


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


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)


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


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

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


Open for audience questions …

Questions and Answers


Get Satisfaction Community PlatformOur platform is specifically optimized for ROI …

BuildingRelationships

(Opt in)

CreatingRich

Content

FacilitatingEngagement

Multi-channel Entry Points

OrganicSearch

(SEO)

Contact us!Call (877) 339-3997

or visit us online

www.getsatisfaction.com


Community content drives engagement

Top Reasons Consumers Participate in a Branded Customer Community