Jessica Malnik of The DC talks about customer support-focused communities and how call deflection, the traditional metric for these forums, is flawed.

1. Your Support Community
Metrics Might Be Wrong
Jessica Malnik
Community Manager, The DC
@jessicamalnik
#cmxsummit

2. YOUR SUPPORT COMMUNITY
METRICS
MIGHT BE WRONG
@JessicaMalnik

3. IFYOU CAN’T MEASURE IT,
YOU CAN’T MANAGE IT.
@JessicaMalnik

4. WE NEEDTO TELL A STORY WITH DATA.
@JessicaMalnik

5. GIFF GAFF
• Only 25 employees
• Almost 100% of their support is community-driven
• 1M+ replies in their community
• Average speed of answer: 3 minutes
• CSAT - ~85%
@JessicaMalnik

6. DEFLECTION
• Total support volume by channel (i.e. phone,
chat, email)
• Cost by call, ticket and chat.
• Number of questions asked v. answered in the
community.
• You have enough info to measure either a
deflection ratio or cost deflection
@JessicaMalnik

7. CUSTOMER EXPERIENCE
• First contact resolution
• Customer Satisfaction Score (CSAT) & Net
Promoter Score (NPS)
@JessicaMalnik

8. Customer ExperiencePoor Excellent
Low
High
Increased
Churn
Scaling
Woes
FINDINGTHETIPPING POINT
Deflection
@JessicaMalnik

9. “80% OF BRANDSTHINKTHEY DELIVER
EXCEPTIONAL CUSTOMER SERVICE.
ONLY 8% OF CUSTOMERS AGREE.”
-JAY BAER
@JessicaMalnik

10. IMPROVING CUSTOMER
EXPERIENCE
• Get a baseline for where you are currently at.
• Spend a minimum of 2 weeks engaging in active
listening and sentiment analysis.
• Identify and reach out to the top 20 contributors
in your community
@JessicaMalnik

11. THIS CAN LEADTO:
• Bigger community budgets
• Hiring more team members
• Promotions and raises
• Increased credibility among leaders in your
organization
@JessicaMalnik

12. HOWTO REACH ME:
• Jessica Malnik
• blog.jessicamalnik.com
• Twitter: @jessicamalnik
• Snapchat: jessicamalnik