By Telligent

1. social
customer
service
Customer
Communities
in 7 Steps
© 2012 Telligent Systems, Inc. All rights reserved.

2. getting started
social customer service
part i Customer Service Overview 3
part ii Traditional Channels 6
part iii Social Customer Service in a Nutshell 8
part iV Emerging Social Channels 10
part V Strategies for Your Online Community 14
part Vi KPIs to Watch 19
part Vii Social Customer Service Applied 23
part Viii Next Steps 26
2
© 2012 Telligent Systems, Inc. All rights reserved.

3. part service
customer
I
overview
3
© 2012 Telligent Systems, Inc. All rights reserved.

4. customer service overview
what’s the hubbub with
customer service?
90%
of customer service
decision-makers tell Forrester
Research, Inc., that a good
service experience is critical to
their company’s success.
1/3
And yet, just over 1/3 of
companies deliver a positive
customer experience.
4
90% stat from Forrester Research, Inc., ‘Best Practices Framework for Customer Service,’ © 2012 Telligent Systems, Inc. All rights reserved. 1/3 stat from Forrester Research, Inc., March 2012 blog post: ‘Forrester’s 10-Step
May 26, 2011 Program On Mastering The Service Experience: A Quick Recap’

5. customer service overview
it’s tough to get it right.
On top of that, the channels for support are
68%
multiplying, customers are looking for help from
a growing number of devices and competitors are
jockeying for market share.
It’s time to pay close attention to your customers’
“68% of US consumers report experience. If you can get it right, you can create the
an unsatisfactory service foundation for a successful business. Per Forrester
interaction during the past Research, Inc.:
12 months.”
Good customer
service experiences
70% Poor customer
boost repurchase
probability and
service experiences long-term loyalty.
lead to increased
“70% of online consumers service costs.
expect businesses to try Poor customer
harder to provide superior service experiences
lead to customer
online customer service.” defection and
service loss.
5
Statistics from The Forrester Wave: CRM Suite Customer Service Solutions, Q3 2012, Forrester © 2012 Telligent Systems, Inc. All rights reserved. Transform the Contact Center for Customer Service Excellence, Forrester Research, Inc.,
Research, Inc., July 11 2012 September 5, 2012

6. part II
traditional
channels
6
© 2012 Telligent Systems, Inc. All rights reserved.

7. traditional channels
Remember how you used
to get support?
Even now, customers turn to familiar places to get help
or engage your brand:
68% 60% 54% 37%
phone website email im
(static faqs)
Thing is, now there are new social and interactive
ways to get help, share information or buy additional
products from brands.
7
Statistics from Transform the Contact Center for Customer Service Excellence, Forrester Research, © 2012 Telligent Systems, Inc. All rights reserved.
Inc., September 5, 2012

8. part IIi
social customer
service in a nutshell
8
© 2012 Telligent Systems, Inc. All rights reserved.

9. social customer service in a nutshell
The new channels emerging
are social, interactive
and public.
Consumers talk to you and see exactly how you
respond to people. This means they increasingly
care about how you engage them before, during
and after the sale.
Customer
service is
more
than
just
fixing
a part,
answering
a question, sharing a
Social Customer Service connects customers new shortcut or completing an
with people and information to crowdsource upgrade. It’s about creating a
support, share knowledge, discuss new ideas and better customer experience.
connect with peers via social channels in order
to create an exceptional customer experience.
9
© 2012 Telligent Systems, Inc. All rights reserved.

10. partsocial
emerging
iv
channels
10
© 2012 Telligent Systems, Inc. All rights reserved.

11. emerging social channels
Emerging social tools are
quickly gaining traction.
It’s the norm for customers to turn to their cell
phones, tablets and computers to get help online. this
makes social engagement a logical next step. Here
are some of the top contenders based on customer
adoption trends:
27% 20% 19%
online forums text message twitter
or communities
11
Statistics from Transform the Contact Center for Customer Service Excellence, Forrester © 2012 Telligent Systems, Inc. All rights reserved.
Research, Inc., September 5, 2012

12. emerging social channels
The good news?
Multichannel support benefits your bottom line.
Increased Increased Decreased Increased Decreased call
online sales customer operating costs profitability center volume
satisfaction
48% 36% 28% 25% 25%
And even better news?
“You can leverage
on-domain community Communities are top drivers for:
investments to deliver greater
returns than off-domain by brand customer lower costs
revealing important insight into advocacy loyalty and higher sales
participant behavior, shape how
customers navigate to content,
and generate conversations
that can be harvested for
product development.”
12
Statistics from Welcome to the Era of Agile Commerce, Forrester Research, Inc., March 11, 2011 © 2012 Telligent Systems, Inc. All rights reserved. Benefits from Design Your B2B Community for Maximum Engagement,
Quote from Your Community Upgrade: From Experiment to Strategic Approach, Forrester Research, Forrester Research, Inc., August 12, 2012
Inc., July 12, 2012

13. emerging social channels
According to Gartner, the 5
key objectives for a peer-to-
peer community include:
ideation networking
Expertise q&a
exchange
reviews
13
Graphic created by Telligent based on Gartner research from page 3 in The 3x5 © 2012 Telligent Systems, Inc. All rights reserved.
Approaches to Peer-to-Peer Communities for Social CRM, Jenny Sussin, 7 February 2012

14. part for your
strategies
v
online community
14
© 2012 Telligent Systems, Inc. All rights reserved.

15. strategies for your online community
There are blogs,
eBooks and websites
aplenty touting tips for engaging and supporting your customers
via social media networks like Facebook and Twitter.
But the field of expertise is much narrower for
on-domain communities where you own and manage
the platform for engaging customers.
Here are some real-world applications for using online
communities for customer service:
discover experts
Microsoft equips its service agents with a community
so they can redirect customers for peer support and
issue resolution through Q&A discussions, member
profiles and comments.
15
© 2012 Telligent Systems, Inc. All rights reserved.

16. strategies for your online community
share knowledge
Customers can share advice and best practices in Q&A
forums, access files, view videos and track topics with
#hashtags, likes and @mentions.
crowdsource new ideas
HealthStream invites new product ideas from
customers, resulting in many implemented product
enhancements.
mobile community
Emerson equips customers and employees to
crowdsource support and product ideas on the go with
a community that’s accessible via mobile.
16
© 2012 Telligent Systems, Inc. All rights reserved.

17. strategies for your online community
social sales
Dell offers feedback and product answers to prospective
enterprise IT customers researching solutions before,
during and after the sale.
make social portable
Organizations track customer interactions via
salesforce.com and customers get speedier help in return.
manage reputation
Promethean planet recognizes top participating
customers and employees with badges and recognition
to keep engagement high.
17
© 2012 Telligent Systems, Inc. All rights reserved.

18. strategies for your online community
peer support
Cox Communications enables peer-to-peer support in
online Q&A forums with verified answers.
track metrics
Kaseya measures customer sentiment, support
questions fielded without the help of Kaseya
employees and percentage of customers engaging the
company to understand its customers’ experience.
18
© 2012 Telligent Systems, Inc. All rights reserved.

19. part vi
kpi to watch
s
19
© 2012 Telligent Systems, Inc. All rights reserved.

20. kpis to watch
let’s talk metrics.
Now that you’ve got a basic idea about how online
communities are engaging customers for customer
service, it’s time to measure the impact.
support responsiveness
Average time-to- Quality of Top contributors
resolution and responses by by quality and
question volume evaluating quantity of
in Q&A forums suggested and responses
verified answers
Number Customer Percentage
of answers sentiment of customer
provided by participation
customers versus
employees
20
© 2012 Telligent Systems, Inc. All rights reserved.

21. kpis to watch
member participation
Engagement levels – from viewing to
rating and contributing content
Content origins and monthly
contributions
popular engagement times
community/group vitality
Group membership
level of activity and engagement
of registered
members Types of
content created
21
© 2012 Telligent Systems, Inc. All rights reserved.

22. kpis to watch
ideation Number of
products/services/
advancements
Number of qualified created
leads generated
from community
Percent decrease in Revenue generation
time to market from new products/
services/advancements
networking Average time to
qualify a lead
Revenue
attributed $$
to lead Number of leads
generation generated from
program community
1 2 3 4 5
22
Graphic created by Telligent based on Gartner research from page 4 in the Gartner Toolkit: © 2012 Telligent Systems, Inc. All rights reserved.
How to Measure the ROI of Customer Communities for Social CRM, Jenny Sussin, et al.,
5 April 2012

23. part vii
social customer
service applied
23
© 2012 Telligent Systems, Inc. All rights reserved.

24. social customer service applied
success stories
Reduced support cases 40% within Reduced inbound support cases
6 months, 60% in 12 months and overall support costs
Support turnaround decreased Increased new product feedback
50%, now averaging 15 minutes and ideas
Increased customer base 5x with Created ongoing communication
only one additional support tech platform with customers
80% of customers use the
community for training, support
or talking to employees
24
© 2012 Telligent Systems, Inc. All rights reserved.

25. social customer service applied
success stories
Increased site traffic 30% after Increased customer participation
integrating community with Dell.com by 300% year over year
Increased sales and customer 85% of sentiment by power
engagement users is positive
Improved product R&D processes 14x increase in questions asked
by incorporating customer feedback and answered without Kaseya
employees
25
© 2012 Telligent Systems, Inc. All rights reserved.

26. part viii
next steps
26
© 2012 Telligent Systems, Inc. All rights reserved.

27. next steps
ready to learn more?
Download this check out this Request a social
complimentary customer service community demo
Forrester Research, toolkit
Inc. report
27
© 2012 Telligent Systems, Inc. All rights reserved.

28. © 2012 Telligent Systems, Inc. All rights reserved. Unauthorized reproduction
is prohibited by law. No part of this document may be disclosed, distributed,
reproduced, or transmitted in any form or by any means, electronic,
mechanical, photocopying, recording or otherwise, without the express
written permission of Telligent Systems, Inc.
The Telligent logo is a registered trademark of Telligent Systems, Inc. Other
names and logos used herein may be trademarks of their respective owners.
28
© 2012 Telligent Systems, Inc. All rights reserved.