Swarm Conf 2017 Slides

•

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Jessica Malnik

The slides from the keynote I gave at Swarm Conf in Sydney, Australia.

Marketing

WHYYOU’RETRACKINGTHE WRONG
METRICS INYOUR SUPPORT COMMUNITY
Twitter: @JessicaMalnik #SwarmConf

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

MEASURING YOUR COMMUNITY
IS A LOT EASIERTHANYOUTHINK.
@JessicaMalnik

WE NEEDTO TELL A STORY
WITH DATA. @JessicaMalnik

DATA CAN PROVIDEYOU ALLTHE
ANSWERS, ONLY IF YOU ASK THE
RIGHT QUESTIONS.
@JessicaMalnik

WHAT PROBLEM DOESTHE
COMMUNITY SOLVE FOR
MEMBERS?
@JessicaMalnik

WHAT PROBLEM DOESTHE
COMMUNITY SOLVE FOR
THE COMPANY?
@JessicaMalnik

Does it increase revenue?
Or, decrease costs?
@JessicaMalnik

@JessicaMalnik
• Growth:
• New customers / Sales
• Referrals
• Customer Acquisition Cost
• Retention:
• LTV
• Churn
• Cancellations
• Avr. OrderValue
• Repeat purchases
TYPES OF KPIS

• Choose 1-3 core KPIs that tie back to core business
objectives.
• No more than a dozen sub-KPIs.
• This is where most community health and
engagement metrics will fall.
ACTIONABLE V. VANITY METRICS
@JessicaMalnik

MISTAKE - #4
Obsessing over improving a metric
at the expense of building solid habits

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

BUILD A CUSTOMER
EXPERIENCE HABIT
• First contact resolution 
• Resolution Rate
• Customer Satisfaction Score (CSAT)  
• Net Promoter Score (NPS)
@JessicaMalnik

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

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

HOWTO IMPROVE
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

HOWTO REACH ME:
• Jessica Malnik
• jessicamalnik.com
• Twitter: @jessicamalnik
• Instagram: jmalnik

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Swarm Conf 2017 Slides

1. WHYYOU’RETRACKINGTHE WRONG METRICS INYOUR SUPPORT COMMUNITY Twitter: @JessicaMalnik #SwarmConf

10.

11.

12.

13.

14. @JessicaMalnik

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

16. @JessicaMalnik

17.

18.

19. @JessicaMalnik

20.

21. MEASURING YOUR COMMUNITY IS A LOT EASIERTHANYOUTHINK. @JessicaMalnik

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

23.

24. @JessicaMalnik

25. DATA CAN PROVIDEYOU ALLTHE ANSWERS, ONLY IF YOU ASK THE RIGHT QUESTIONS. @JessicaMalnik

26. @JessicaMalnik

27. THINK LIKE A MARKETER @JessicaMalnik

28. VITAMIN OR PAINKILLER? @JessicaMalnik

29.

30.

31.

32. WHAT PROBLEM DOESTHE COMMUNITY SOLVE FOR MEMBERS? @JessicaMalnik

33. WHAT PROBLEM DOESTHE COMMUNITY SOLVE FOR THE COMPANY? @JessicaMalnik

34.

35. Show me the MONEY!

36. Does it increase revenue? Or, decrease costs? @JessicaMalnik

37. @JessicaMalnik • Growth: • New customers / Sales • Referrals • Customer Acquisition Cost • Retention: • LTV • Churn • Cancellations • Avr. OrderValue • Repeat purchases TYPES OF KPIS

38. Don’t be a hoarder!

39. • Choose 1-3 core KPIs that tie back to core business objectives. • No more than a dozen sub-KPIs. • This is where most community health and engagement metrics will fall. ACTIONABLE V. VANITY METRICS @JessicaMalnik

40. Automation is your friend!

41. @JessicaMalnik

42. @JessicaMalnik

43. MISTAKE - #4 Obsessing over improving a metric at the expense of building solid habits

44. 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

45. #OFCASES TIME @JessicaMalnik

46. BUILD A CUSTOMER EXPERIENCE HABIT • First contact resolution  • Resolution Rate • Customer Satisfaction Score (CSAT)   • Net Promoter Score (NPS) @JessicaMalnik

47.

48.

49. 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

50. “80% OF BRANDSTHINKTHEY DELIVER EXCEPTIONAL CUSTOMER SERVICE. ONLY 8% OF CUSTOMERS AGREE.” -JAY BAER @JessicaMalnik

51. HOWTO IMPROVE 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

52. @JessicaMalnik

53. @JessicaMalnik

54.

55.

56. HOWTO REACH ME: • Jessica Malnik • jessicamalnik.com • Twitter: @jessicamalnik • Instagram: jmalnik

57. Questions?

58. Questions?

59. Questions?