Giffgaff is a mobile company built around community involvement. The company's philosophy is based on mutuality, member involvement, collective knowledge sharing, simplicity, respect, feedback, and ideas. Members help with recruitment, marketing, customer support, proposition development, and more. The community forum allows 75% of customer queries to be resolved by other members in just 3 minutes on average, providing large savings over traditional customer service models. High customer satisfaction scores and net promoter scores result from the strong relationships built through the engaged community.

1. giffgaff
A mobile company with
community at the core

2. Breaking down barriers
between your company and
your customers

3. The philosophy which underpins
the giffgaff community
1. Mutuality – Members help in recruitment, marketing
and advice, they share in the changes of the business
2. Member Involvement – Members help other members
problems, get members and spread the word
3. The collective good – Members create a knowledge
base with 1000’s of pages of information which can be
used and browsed by anyone.
4. Simple – Members are a barometer for keeping things
simple and straight forward, ensuring our propositions
are easy to use and understand
5. Respect – By giving responsibility for tone back to the
community we ensure that even heated discussions
stay constructive and have a respectable tone.
6. Feedback – Through consistently asking for, and acting
on feedback the company keeps its finger on the pulse
and develops the right products and features.
7. Ideas – Having an open ideas board ensures we get the
latest thinking and an immediate sense of the urgency
on implementing specific suggestions.

4. Our model is much more than just
customer support
Customer Service
Proposition Development
Ideas on any aspect of company development
Marketing
Technology & Testing
And your community forum is the main way ‘through the wall’

5. Simplicity of layout and navigation – critical to success

6. We are rooted in Social.

7. Integrating social networks & the community
(Community seamlessly integrates into Facebook & Twitter)

8. SOCIAL CUSTOMER SERVICE

9. Why is social customer service
important?
• For every customer that complains, at least 25 will
not
• 85% will return if their issue is resolved promptly vs
91% won’t return if issue isn’t resolved
• Dissatisfied people will tell 8-16 people on the web
– Average # friends on facebook: 150
– Average # twitter followers: 126
Source: Ad-tech conference 21st Sept 2010: http://giff.ly/mUp4H3 ; Business zone: http://giff.ly/md0s0B ; Facebook
http://giff.ly/io6C07 ; Guardian http://giff.ly/kfoZlI

10. 90% of online
consumers worldwide
trust recommendations
from people they know
70% trust consumer
opinions posted online
10
Source: Business zone: http://giff.ly/md0s0B

11. 75% of customer queries can be resolved by the
Community.
100% visits
Search and Knowledge
Community
browse behaviour base
77.1%
22.4%
Email an Agent Post in
Community
0.3% 0.2%
Average response time = Average response time =
2hrs (8am – 6pm) 3 minutes (24/7)
Savings of ~ 75% can be achieved versus a traditional model

12. Fans promote us, defend us and perform
customer service for us on the open net
Community becomes your eyes and ears. And if managed properly will defend you on
the wider web

13. Customers are very happy with Community
Care, in fact it makes customers happier
Net Promoter Score
85.0 100
84.0 80
83.0
82.0 60
81.0 Existing 40
80.0 New
79.0 20
78.0 0
Source: giffgaff member survey & NPS website.
NPS is the % of promoters (scoring 9 or 10) less % of detractors (scoring 0 – 6) answering the question “How likely are you to
recommend Product X to a friend or colleague?” on a scale of 1-10. Any score over 50 is considered exceptional.
Developing the relationships with the community allows you to reach very high
levels of CSAT and NPS

14. Vincent Boon
Chief of Community
@VincentBoon
giffgaff
www.giffgaff.com
@giffgaff