Date post: | 17-Oct-2014 |
Category: |
Business |
View: | 297 times |
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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
Twitter: #custserv @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)
Twitter: #custserv @GetSatisfaction 5
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
Twitter: #custserv @GetSatisfaction 6
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
Twitter: #custserv @GetSatisfaction 7
Community content drives engagement
Top Reasons Consumers Participate in a Branded Customer Community
Twitter: #custserv @GetSatisfaction
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
Twitter: #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
9
Community ROI: Reduce Support Costs
• 75% reduction in support tickets in the first 60 days
• Community as primary support channel
Twitter: #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
10
Community ROI: Improve Support Efficiency
• Expanding nationally without adding reps
• Community integrated with website and chat (Velaro)
Twitter: #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
11
Community ROI: Increase Revenue
• Revenue protected by early feedback on price changes
• 3% increase in marketing site pageviews
Twitter: #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
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
Twitter: #custserv @GetSatisfaction 13
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