roi calculations for support communities

DEMYSTIFIED

ROI CALCULATIONS

Not For Distribution. For Training Purposes only. Copyright © 2017

NIKOLETTA VECSEI HARROLD

TRANSAMERICA

1@NIKSCHEN

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•Introduction

•ROI calculations

•Phase I & What's missing?

•Phase II & Gaps, Issues

•What’s next?

•Questions

AGENDA ITEMS

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WHO AM I?


@NIKSCHEN

CONTENTPOTLUCK.COM


@NIKSCHEN

WHO ARE YOU?

Let’s learn something about YOU

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DO YOU WORK IN CUSTOMER SUPPORT?

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Marketing

Sales

Management

@NIKSCHEN

DO YOU HAVE A SUPPORT COMMUNITY?

Do you contribute?


WHAT ABOUT SOCIAL CARE?


# CUSTOMER SUPPORT CHANNELS

• Mail

• Email/ Contact Us Form

• Call Center

• Live Chat

• Community

• Social Media


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@NIKSCHEN

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YAY! WE HAVE GOT THE

FOUNDATION FIGURED OUT

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ROI CALCULATIONS 101

What to measure?




ROI = Return attributable to the investment into the support community

Return = increased revenue + reduced cost

Investment = platform $, resource $ (time and people)

@NIKSCHEN

15@NIKSCHEN

WORKSHEET – PART 1


@NIKSCHEN

ROI CALCULATIONS – PART 1

= ROI


[(# of new discussions x $ for traditional support channel) – (# of new discussions x $Community support)]

$ of investment

@NIKSCHEN

WHAT’S MISSING?

A LOT!


WHAT’S MISSING?

• Industry or company specific $$ data

• Peer to peer answers and ripple effect of public content

• Successful searches on the community


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RESEARCH DATA

Channel Gar tner (2005) For res te r (2010) You?

Mai l NA NA NA

Cal l Center $4.50 $6- $12.00 ~ $10.00

Emai l $2 .50 $2.50- $5.00

L ive Chat NA $5.00 NA

Cal l Bot / IVR $1.85 NA NA

Soc ia l Med ia

(Web)$0.65 NA

Communi t y (Web) $0.65 $0.10 NA


WORKSHEET – PART 2


@NIKSCHEN

ROI CALCULATIONS – PART 2

= ROI


[(# of new discussions + # of successful searches) x $ for traditional support channel]- [(# of new discussions + # of successful searches) x $ for web support channel]

$ of investment

@NIKSCHEN

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GAPS AND ISSUES

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GAPS AND ISSUES

• How do you account case deflection with great documentation in a public space like

a community or Knowledge Center?

• How do you account for shortened onboarding and implementation times due to

open training resources and MOOCs?

• How do you account for shortened sales cycle due to transparent support channels

and pre-sales education*

• How do you account for higher retention/ renewal rate and up-sale opportunities**


ANECDOTAL EVIDENCE


@NIKSCHEN

STORIES AND SCREENSHOTS

In person stories: “You guys recently gave me money. It’s great. I

paid my premiums and I got what I paid for. It’s how it should be!”

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PROCESS IMPROVEMENT FEEDBACK

• X% of customer service issues are website and login related or hold time related

• Y% of customer service issues are sales rep or other employee related complaints

(harassment, bullying, rudeness)

• Top support languages and their volume to English – for staffing consideration

• Most used resources to case resolution (by author or topic – for info dev. team)

• Sentiment impact and increase of brand reputation*


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WHAT ARE NEXT STEPS?


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FIND THAT GUY!



• Measure the actual cases deflected

• Measure tickets resolved on “cheaper” channels

• Measure drop in churn/ increase in renewal rate

• Measure upsell to community members

• Measure lifetime value of community members


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~6 Million

Calls in

2015

(30% YoY

increase)

~ $45

Million

@NIKSCHEN

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QUESTIONS?


33Add proper audience disclosure here.

THANK YOU!


roi calculations for support communities

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