Vincent Boon speaking at The Social Conference 2013

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
81 100
80
80
79
60
78
Existing
77 40
New
76 20
75
0
74
Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
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. Other Community activity
Proposition Development
Ideas on any aspect of company development
Marketing
Technology & Testing

15. • People connect on the go and it’s our community that
leads the way and supports that
• With well over 20 different mobile applications created
• And downloads of these applications running into the
100.000’s

16. Community members have even designed their own
Point of Sale
Goodybag stand by adamf

17. Submit: Great giffgaff ideas
Over 9000+ ideas in two & half years
Over 430+ have been implemented
On average that’s 1 idea every 3 days!

18. 25%+ of connections from existing
members % of gross connections
Member
• 25% of connections come from directly trackable get
Member
member get member activity. 25%
• Members have created over 150 videos to assist
Primary,
in marketing. 75%
• Members test releases in Beta before they go
fully live.
• Members first fulfilled our Microsims demands,
by creating an order platform, cutting out micro
sims and sending them to our prospects on behalf
of giffgaff. Now they send out Nanosims. 35,000
so far have been send out.
We gave back £2.9m to members in 2012 The igaff iPhone app – 100%
created by giffgaff community
18

19. How it all fits together:
A social customer journey
“Only a few weeks later, I seriously started
Hears about gg on looking at giffgaff, a company I'd been told
twitter
about by @monkeyonahill.”
Tweets regularly –
Goes to forum –
and tweets
gets answers at
appear in forum
10.30pm
feed
Blogs & forum Case Study of giffgaff Orders a SIM using
posts again when
he gets Payback
member Dantup MGM –from Join
part of forum
“As such, if a member refers
a friend, they each get £5! (I
got mine thanks to
@appleboyy).”
Blogs about gg on Activates and
In 2 weeks…
his own blog – starts helping on • 3 hours online
links in forum forum • 25 assists
• 3 accepted
solutions
• 400 page views

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