Online communities for customer service

1. Online Communities
For Customer Service
© 2010 Alexander Nikolov, CMO, NINETYTEN

2. Customer experiences create your
brand
 Positive customer experiences
create loyal customers
 Loyal customers create brand
equity
 Brand equity creates growth,
revenue and profit
SM
One network. Yours.

3. How does social media fit here?
 Customers want many social media
service options:
 Online chat
 Forum to connect with other
customers
 Instant feedback
 Mobile customer service (apps, etc)
SM
One network. Yours.

4. What should you do?
 Customers use Twitter to vent
 Businesses are forced to pay attention
 Responses are warranted and
necessary
 70% of customers would like Twitter to
be an official customer service channel
 Use Twitter!
SM
One network. Yours.

5. Please hold, your call is important…
 Incomplete problem diagnosis
 Contradictory answers
 Having to repeat information
 Number of transfers to “experts”
 Agent attitude
 Lack of toll-free number
 Long hold times
SM
One network. Yours.

6. The answers are in the community
 Bank of America
 Intel
 Lenovo
 Verizon
 Vodafone
 Sprint
 Palm
SM
One network. Yours.

7. The 7 Benefits of Online Customer
Service Communities
 Reduction in agent-assisted interactions;
 Reduction in agent-assisted email;
 Increase in first-contact resolution;
 Increase in agent productivity;
 Increase in product ideation;
 Boost in relevant Web-site content and reduced
search-engine optimization costs; and
 Improved customer retention and customer
lifetime value.
"The ROI of Online Customer Service Communities”, Forrester, June 2009
SM
One network. Yours.

8. Thank you.
Alexander Nikolov
alex@ninetyten.com
@NINETYTEN
SM
One network. Yours.