roi calculations for support communities
TRANSCRIPT
DEMYSTIFIED
ROI CALCULATIONS
Not For Distribution. For Training Purposes only. Copyright © 2017
NIKOLETTA VECSEI HARROLD
TRANSAMERICA
1@NIKSCHEN
2
•Introduction
•ROI calculations
•Phase I & What's missing?
•Phase II & Gaps, Issues
•What’s next?
•Questions
AGENDA ITEMS
Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
WHO ARE YOU?
Let’s learn something about YOU
5Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
DO YOU WORK IN CUSTOMER SUPPORT?
6Not For Distribution. For Training Purposes only. Copyright © 2017
Marketing
Sales
Management
@NIKSCHEN
DO YOU HAVE A SUPPORT COMMUNITY?
Do you contribute?
7Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
WHAT ABOUT SOCIAL CARE?
8Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
# CUSTOMER SUPPORT CHANNELS
• Email/ Contact Us Form
• Call Center
• Live Chat
• Community
• Social Media
9Not For Distribution. For Training Purposes only. Copyright © 2017
1
2
3
4
5
6
@NIKSCHEN
11
YAY! WE HAVE GOT THE
FOUNDATION FIGURED OUT
Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
ROI CALCULATIONS 101
What to measure?
12Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
ROI CALCULATIONS 101
14Not For Distribution. For Training Purposes only. Copyright © 2017
ROI = Return attributable to the investment into the support community
Return = increased revenue + reduced cost
Investment = platform $, resource $ (time and people)
@NIKSCHEN
ROI CALCULATIONS – PART 1
= ROI
17Not For Distribution. For Training Purposes only. Copyright © 2017
[(# of new discussions x $ for traditional support channel) – (# of new discussions x $Community support)]
$ of investment
@NIKSCHEN
WHAT’S MISSING?
A LOT!
18Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
WHAT’S MISSING?
• Industry or company specific $$ data
• Peer to peer answers and ripple effect of public content
• Successful searches on the community
19Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
20
RESEARCH DATA
Channel Gar tner (2005) For res te r (2010) You?
Mai l NA NA NA
Cal l Center $4.50 $6- $12.00 ~ $10.00
Emai l $2 .50 $2.50- $5.00
L ive Chat NA $5.00 NA
Cal l Bot / IVR $1.85 NA NA
Soc ia l Med ia
(Web)$0.65 NA
Communi t y (Web) $0.65 $0.10 NA
Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
ROI CALCULATIONS – PART 2
= ROI
22Not For Distribution. For Training Purposes only. Copyright © 2017
[(# of new discussions + # of successful searches) x $ for traditional support channel]- [(# of new discussions + # of successful searches) x $ for web support channel]
$ of investment
@NIKSCHEN
GAPS AND ISSUES
• How do you account case deflection with great documentation in a public space like
a community or Knowledge Center?
• How do you account for shortened onboarding and implementation times due to
open training resources and MOOCs?
• How do you account for shortened sales cycle due to transparent support channels
and pre-sales education*
• How do you account for higher retention/ renewal rate and up-sale opportunities**
24Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
STORIES AND SCREENSHOTS
In person stories: “You guys recently gave me money. It’s great. I
paid my premiums and I got what I paid for. It’s how it should be!”
26Not For Distribution. For Training Purposes only. Copyright © 2017 @NIKSCHEN
PROCESS IMPROVEMENT FEEDBACK
• X% of customer service issues are website and login related or hold time related
• Y% of customer service issues are sales rep or other employee related complaints
(harassment, bullying, rudeness)
• Top support languages and their volume to English – for staffing consideration
• Most used resources to case resolution (by author or topic – for info dev. team)
• Sentiment impact and increase of brand reputation*
27Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN
ROI CALCULATIONS 201
• Measure the actual cases deflected
• Measure tickets resolved on “cheaper” channels
• Measure drop in churn/ increase in renewal rate
• Measure upsell to community members
• Measure lifetime value of community members
30Not For Distribution. For Training Purposes only. Copyright © 2017@NIKSCHEN