When it comes to customer success, the immortal words of Jerry Maguire ring true: “help me, help you.” Everybody wins when customers engage with sales prospects, answer one another’s questions, and amplify your brand at scale. Sound impossible? It’s not. Branded online support communities make it a reality, by providing your customers a place to extend the impact of your Marketing, Support and Sales efforts. Our presentation provides case studies on organizations that successfully use customer support communities to increase satisfaction and retention, as well as drive new revenue.

1. Mary Cauwels
Sr. Director, Product Marketing
Help Me, Help You:
Branded Support Communities

2. •
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.2

3. •
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.3
89% of customers who have a BAD
service experience will CEASE doing
business with that company

4. •
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.4
89% of customers who have a BAD
service experience will CEASE doing
business with that company
more likely to RUN straight
to your competitors

5. •
of brands are ranked OK, Poor
or Very Poor by their customers
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.5
89% of customers who have a BAD
service experience will CEASE doing
business with that company
more likely to RUN straight
to your competitors

6. •
of brands are ranked OK, Poor
or Very Poor by their customers
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.6
89% of customers who have a BAD
service experience will CEASE doing
business with that company
more likely to RUN straight
to your competitors
70% of customer
complaints posted on
Twitter go unanswered

7. •
of brands are ranked OK, Poor
or Very Poor by their customers
The Cost of Bad Customer Service
DNN / Proprietary and Confidential. All Rights Reserved.7
Poor customer experiences cost US
enterprises $83 Billion each year
89% of customers who have a BAD
service experience will CEASE doing
business with that company
more likely to RUN straight
to your competitors
70% of customer
complaints posted on
Twitter go unanswered

8. Customer Care is a Cost Center, Right?
DNN / Proprietary and Confidential. All Rights Reserved.8

9. Customer Care is a Cost Center, Right?
• Yes, you pay for:
DNN / Proprietary and Confidential. All Rights Reserved.9
Technology/
Infrastructure
Knowledge
Base
Your highly trained
Support Staff

10. Customer Care is a Cost Center, Right?
• Yes, you pay for:
• However, most organizations see a revenue return:
DNN / Proprietary and Confidential. All Rights Reserved.10
Health
Monitoring
Technology/
Infrastructure
Knowledge
Base
Premium
Support
Your highly trained
Support Staff
Additional
purchases

11. Customer Care is a Cost Center, Right?
• Yes, you pay for:
• However, most organizations see a revenue return:
• Can you deliver a GREAT customer service experience at
a LOWER cost?
DNN / Proprietary and Confidential. All Rights Reserved.11
Health
Monitoring
Technology/
Infrastructure
Knowledge
Base
Premium
Support
Your highly trained
Support Staff
Additional
purchases

12. Let’s Compare the Cost of Customer
Acquisition vs. Retention

13. Let’s Compare the Cost of Customer
Acquisition vs. Retention
• Every dollar spent on paid advertising gets you
$5 in return
DNN / Proprietary and Confidential. All Rights Reserved.13

14. Let’s Compare the Cost of Customer
Acquisition vs. Retention
• Every dollar spent on paid advertising gets you
$5 in return
• Every dollar spent on good customer service
returns $60 in repurchase, renewals, upsell &
cross opportunities
DNN / Proprietary and Confidential. All Rights Reserved.14

15. OMG…It’s a Jerry Maguire moment
DNN / Proprietary and Confidential. All Rights Reserved.15

16. What do I mean by “Help Me, Help You?”
DNN / Proprietary and Confidential. All Rights Reserved.16

17. What do I mean by “Help Me, Help You?”
• Let’s face it… there are a LOT of VERY smart people out there
• And guess what?
DNN / Proprietary and Confidential. All Rights Reserved.17

18. What do I mean by “Help Me, Help You?”
• Let’s face it… there are a LOT of VERY smart people out there
• And guess what?
• They are willing to help!
DNN / Proprietary and Confidential. All Rights Reserved.18
Need
Help?

19. Who are these people?
And how much do I have to pay them?
DNN / Proprietary and Confidential. All Rights Reserved.19

20. Who are these people?
And how much do I have to pay them?
• Your own VERY SMART staff …. You already pay them!
DNN / Proprietary and Confidential. All Rights Reserved.20

21. Who are these people?
And how much do I have to pay them?
• Your own VERY SMART staff …. You already pay them!
DNN / Proprietary and Confidential. All Rights Reserved.21
• Your VERY SMART partner network …. Most will
VOLUNTEER!

22. Who are these people?
And how much do I have to pay them?
• Your own VERY SMART staff …. You already pay them!
DNN / Proprietary and Confidential. All Rights Reserved.22
• Your VERY SMART partner network …. Most will
VOLUNTEER!
• You very own VERY SMART customers …. HAPPY to
engage with their peers!

23. So, how can you “Help Me, Help You?”
DNN / Proprietary and Confidential. All Rights Reserved.23

24. So, how can you “Help Me, Help You?”
Give them an online community!
DNN / Proprietary and Confidential. All Rights Reserved.24

25. So, how can you “Help Me, Help You?”
Give them an online community!
DNN / Proprietary and Confidential. All Rights Reserved.25
Members help each other by:
 Providing Answers to posted Questions
 Moderating Discussions
 Hosting Forums
 Adding knowledge to Wikis or Blogs
 Volunteering new Ideas
 Liking, Voting, Contributing, Sharing….

26. Ok, Let’s crunch some more numbers…
DNN / Proprietary and Confidential. All Rights Reserved.26

27. Ok, Let’s crunch some more numbers…
• Every question, issue, or problem resolved in your online
community equals $100-$200 in savings per call.
DNN / Proprietary and Confidential. All Rights Reserved.27

28. Ok, Let’s crunch some more numbers…
• Every question, issue, or problem resolved in your online
community equals $100-$200 in savings per call.
› How many calls does your Customer Service or Support
Center handle today?
DNN / Proprietary and Confidential. All Rights Reserved.28

29. Ok, Let’s crunch some more numbers…
• Every question, issue, or problem resolved in your online
community equals $100-$200 in savings per call.
› How many calls does your Customer Service or Support
Center handle today?
DNN / Proprietary and Confidential. All Rights Reserved.29
Calls/month deflected
In annual savings

30. Thankfully … Social community technology
can help you get started fast
DNN / Proprietary and Confidential. All Rights Reserved.30
EXTENSIBILE
WORKFLOW -
ENABLED
RESPONSIVE &
MOBILE ENABLED
MEASURABLE
IN-CONTEXT
ACCESSIBLE
BY ROLE
SEARCHABLE
GAMIFICATION -
ENABLED
SECURE
PROFESSIONALLY
SUPPORTED

31. According to Forrester Research
Return on Investment for
Online Social Communities
DNN / Proprietary and Confidential. All Rights Reserved.31
Total Cost Considerations:
 Online Social Community software license fees
 SaaS, Hosted or on premise infrastructure
 Integration into your existing website
 Implementation costs
 Dedicated Community manager

32. Here’s a Real Life Story of Success
DNN / Proprietary and Confidential. All Rights Reserved.32
“DNN’s solutions were instrumental in the
transformation of our website and
organization…our consulting team, and more
importantly, our customers love it.”
Laura Guzman, VP of Marketing

33. Related Resources
33 DNN / Proprietary and Confidential. All Rights Reserved.
CASE STUDIES
Customer communities, branded online communities and more.
EBOOK
5 Essential Elements to Building a Successful Customer
Support Community