Evolving Customer Experience Management through Social - Rob Howard (Telligent), Keynote Speaker @Social Business Forum 2013

1. The Customer Experience
Management Opportunity
@robhoward

2. 70%
… of people
expect online
customer service
… of people
research before
sale starts

3. Support Sales
Marketing
[Social]
Acquire
Engage
InformConnect
Retain
Customer Experience Management

4. “Engaging in honest, direct conversations with
customers and stakeholders is a part of who we are,
who we’ve always been. The social web amplifies our
opportunity to listen and learn and invest ourselves in
two-way dialogue, enabling us to become a better
company with more to offer the people who depend on
us.”
--- Michael Dell

5. Social is the new normal

6. Marketing RaDaR
http://blogs.forrester.com/nate_elliott/13-01-24-introducing_the_marketing_radar
Social
Communities
Social
Networks
Social is not a destination

7. Relationships Problem to Solve
Shared Interests Relationships
Why we go
Social Networks Social Communities
Why we stay
Copyright Telligent 2011
How much do you me?

8. 4% Post on Twitter
11% Blogs
19% Post a query on question site
25% Video (YouTube or company website)
33% Forums
48% None of the above
Where do you start?

10. Digital
Marketing
Support
Reputation
Networking
3. Strategy2. Goals and Objectives
Customers to interact and share
experience. Creating
authenticity and trust.
• Authenticity
• Awareness
Customers and prospects ask
and answer questions; typically
supported by organization.
Provide a location where
discussions about your product
and services can take place.
Facilitate groups of like-minded
people to get together and
share common experiences.
• Understanding
• Participation
• Connecting
• Community
• Information
• Answers
1. Audience
Prospects
New and existing
customers
Customers
Support current
customers
Market
Perceptions and
coverage
Community
Fans, Followers, and
Friends
Community Planning Framework

11. 5. Results
• Support
• Customers
• Perception
• Coverage
• Sales
• Coverage
• Sales
• Customers
4. Solutions
• Engagement
• Content
• Moderation
• Q&A
• Defer Calls
• Reuse
• Sentiment
• Influence
• Moderation
• Profiles
• Engagement
• Identity
Analytics
Where did the
activity take
place?
What was
discussed?
Popular?
How are
people
collaborating?
Who are the
users and
types?
Why are they
using the
system?
3. Strategy
Digital
Marketing
Support
Reputation
Networking
Platform
Forums, Blogs,
Wikis, Email,
Profiles, etc.
Search, Single
Sign-on, and
integration
Moderation,
filters, SPAM
tools
Workflow, Rules
& Policy,
Security,
Privacy
Widgets, APIs,
Extensibility,
3rd Parties
Community Planning Framework

12. 1. Audience
2. Goals & Objectives
3. Strategy
4. Solution
5. Results
IT Administrators and decision makers
Inform, answer questions and identify sales leads
Support and sales enablement
Single sign-on, SM integration, forums,
command center and analytics
24% more revenue than
non-community members
Example: Dell TechCenter

13. Five Ways to Measure
1. Number of Questions answered by community
2. Number of Questions answered by employees
3. Views on Answered Questions
4. Top community answerers
5. Unanswered Questions to Answered Ratio
Quick Index for Support Community Value
Answer Value = Support Ticket Cost * (N% * Views of Answer)

14. @robhoward