jessica malnik - cmx summit east 2016 - why your support community metrics might be wrong
TRANSCRIPT
Your Support Community Metrics Might Be Wrong
Jessica Malnik
Community Manager, The DC
@jessicamalnik
#cmxsummit
YOUR SUPPORT COMMUNITY METRICS
MIGHT BE WRONG
@JessicaMalnik
IF YOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT.
@JessicaMalnik
WE NEED TO TELL A STORY WITH DATA.@JessicaMalnik
GIFF GAFF• Only 25 employees
• Almost 100% of their support is community-driven
• 1M+ replies in their community
• Average speed of answer: 3 minutes
• CSAT - ~85%
@JessicaMalnik
DEFLECTION• Total support volume by channel (i.e. phone,
chat, email)
• Cost by call, ticket and chat.
• Number of questions asked v. answered in the community.
• You have enough info to measure either a deflection ratio or cost deflection
@JessicaMalnik
CUSTOMER EXPERIENCE
• First contact resolution
• Customer Satisfaction Score (CSAT) & Net Promoter Score (NPS)
@JessicaMalnik
Customer ExperiencePoor Excellent
Low
High
Increased Churn
Scaling Woes
FINDING THE TIPPING POINT
Defl
ectio
n
@JessicaMalnik
“80% OF BRANDS THINK THEY DELIVER EXCEPTIONAL CUSTOMER SERVICE. ONLY 8% OF CUSTOMERS AGREE.”
-JAY BAER
@JessicaMalnik
IMPROVING CUSTOMER EXPERIENCE• Get a baseline for where you are currently at.
• Spend a minimum of 2 weeks engaging in active listening and sentiment analysis.
• Identify and reach out to the top 20 contributors in your community
@JessicaMalnik
THIS CAN LEAD TO:
• Bigger community budgets
• Hiring more team members
• Promotions and raises
• Increased credibility among leaders in your organization
@JessicaMalnik
HOW TO REACH ME:
• Jessica Malnik
• blog.jessicamalnik.com
• Twitter : @jessicamalnik
• Snapchat: jessicamalnik