blending the best of customer communities with agent assisted service
DESCRIPTION
Peter Tait, VP of Marketing at Webtrends, and Jascha Kaykas-Wolff, CMO at Mindjet, joined Get Satisfaction at Dreamforce '12 to present a session about the way they use their customer community to scale their business, deliver excellent customer service, and drive down costs. View their presentation here.TRANSCRIPT
Blending the Best of Customer Communities with Agent Assisted Service
Blending the Best of Customer Communities with Agent Assisted Service Delivering Exceptional Customer Service
Peter Tait,
VP Marketing
Webtrends
Jascha Kaykas-Wolff
Chief Marketing Officer
Mindjet
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Get Satisfaction is the customer engagement platform designed to
build authentic relationships between customers and companies.
65,000 Customer Communities
35 million consumers/month
Connect with each other and
the companies they care about
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About Get Satisfaction
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Drive Real Business Results
75% Reduction in Support Tickets
1,200 Product Ideasfrom the Community
Customer Feedback
50% Decreasein Support Costs
1,000 Product Champions per Month
9 Brand CommunitiesDrive Brand Awareness
Peter TaitPeter Tait
VP Marketing, Webtrends
@webtrends
VP Marketing, Webtrends
@webtrends
About Us
3,500 Customers in 60 countries
30 new products released since 2009
100+ issued and pending patents
Webtrends powers digital marketing success
Our industry-leading analytics across mobile, social and web
enable marketers to optimize campaigns, maximize customer
lifetime value and deliver highly relevant digital brand
experiences in real-time.
The Challenge
• Scale great customer service as the company grows and the product
portfolio increases in complexity
The Goals
• Provide customers with a rich self-service experience
• Leverage customer expertise
• Deflect appropriate support load
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Before Get Satisfaction and Service Cloud
• Get Satisfaction Customer Community
plus documentation, Knowledge base,
training resources
• Salesforce for SFA, Service Cloud for
Case Management, Reps engage within
Service Cloud
• Customer Community accessed through
Facebook and website
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After Get Satisfaction and Service Cloud
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• Custom Topics object in Salesforce
• Topics in community create topics
in Service Cloud
• Problems trigger case creation
• Allow time for community resolution
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• Topics are reviewed and assigned to
rep queues
• Link topic to existing contact or create
new contact
• Reps engage with Community directly
from Service Cloud case workflow
• Create a new case in Service Cloud
to answer privately
• Private answers drive public content
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Success Metrics
• 70-80% of customer problems are resolved with the tools
we provide them, including documentation, training, and
the community
• MeToo deflection ratio typically around 2
Business Benefits
• Support agents can focus on complex customer issues
• Crowdsourcing leverages deep customer expertise and identifies
customer champions
• Interactions provide reusable content
• Private answers are cleaned and added to Knowledge Base, and used as
public answers to original problem topics
• Feed into @webtrendsQandA
Jascha Kaykas-WolffJascha Kaykas-Wolff
CMO, Mindjet
@kaykas
CMO, Mindjet
@kaykas
About Mindjet
• Mindjet is collaborative work management software used to generate
ideas, organize information, share and store data, and manage
workflow
• Our software is used by millions of individuals, thousands of small
businesses, and 83% of the Fortune500
• As such, Mindjet is an inherently social company … and our marketing
and support processes must be equally social
… enter Get Satisfaction
Business Desires
Culture
•Drive active participation from in the company to outside of it
•Drive active participation within the community
Support
•Lower costs
Marketing
•Operationalize the community
• Prominent positioning of Get
Satisfaction Community … we
are there to help!
• Multi-channel access through
Mindjet website & Facebook
• Salesforce for SFA, Service
Cloud for Case Management• Topics become cases upon review
• Praise & feedback used for word-
of-mouth marketing
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Get Satisfaction Is Critical to Customer Success
Mindjet Social Layer for Marketing
• Most Mindjet business comes
through word-of-mouth
• We see Get Satisfaction as an
engine for generating word-of-
mouth “social proof” marketing
• We present content from our
community right alongside social
networks
Business BenefitsCulture – Everyone Participates in Customer Interaction•Enhanced customer relations in our Get Satisfaction Community
•Better insight for product management and product development
Support – Lowered Costs
•20% decrease in support calls
•Significant decrease in repetitive case rates
Marketing – Increased Brand Awareness & Leads
•Easily identify advocates
•Embed customer conversations as rich marketing content in website • SEO, increased website traffic (3%)
Peter TaitPeter Tait
VP MarketingWebtrends
@webtrends
Jascha Kaykas-Wolf Jascha Kaykas-Wolf
Chief Marketing Officer
Mindjet@kaykas
Azita MartinAzita Martin Corinne RobertsCorinne Roberts
VP MarketingGet Satisfaction
@azitamartin
Product Marketing Managersalesforce.com
@crosfdc