1.
Merel van den Boomen • merel.vandenboomen@ns.nl • @merelvdb
Bart Meerdink • bart.meerdink@insided.com • @bart_meerdink
From service forum to revenue driver
#inSpiredEvent2017

2.
1
spoor
Merel van den Boomen & Bart Meerdink

3.
Watch video: www.youtube.com/watch?v=YNJFQHQCEtw

4.
About NS
1M+
travelers per day
. . .
. . .
6M
customer contacts
per year
4,376
train related flirts
per year ;)
500k
travel advices per
day
. . .

5.
NS is a useful and inspiring travel companion
which helps you to personalize your journey.
Wherever you are.

6.
Online as primary
channel
Self-service first
Excellent human
assistance when
desired

7.
‘14: Start pilot ‘15: 3y buca achieved in y1
‘17: Leading in new digital
strategy
‘15: Full launch & going public! ‘16: Full embedded channel

8.
Forum iskeyinourservice mix
12
super users generate
25% of all comments
1.5M
call reduction
per year
52%
peer-to-peer
support
1.8M
questions answered
per year

9.
Get your customers advice and
support from real experts
Provide your customers relevant and trusted advice from the best
possible experts: your own community of experienced customers.
Anytime, anywhere.

10.
Italready happens inthe community!
25%
% of topics on subscriptions

11.
Advice &support from experts narrows the conversion gap
0.00%
5.00%
10.00%
NS all users Community traffic
4.55
9.22
+2% of online
sales with
community as
first entry point
Conversion rate

12.
Advice &support from experts increases order value
Averageorder
value
€ 0.00
€ 50.00
€ 100.00
NS all users Community traffic
38,17
82,22 Correlation in
particular on
complexer
subscriptions

13.
Partnership 2018&beyond
• Add conversational commerce instructions to
moderation playbook, improve tagging and
optimizations
• Expand the commerce case
• Improve conversations with embeddables
Conversationalservice& commerce
• Improve design & mobile UX by migration
to branded templates
• Offer a seamless experience by SSO
• Explore possibilities with personalization
and custom audiences
Technology / platform

14.
The future of online commerce & service
is conversational

15.
Merel van den Boomen
Bart Meerdink
#inSpiredEvent2017
Email: merel.vandenboomen@ns.nl / bart.meerdink@insided.com