Jessica Malnik - CMX Summit East 2016 - Why Your Support Community Metrics Might Be Wrong

Your Support Community Metrics Might Be Wrong

Jessica Malnik

Community Manager, The DC

@jessicamalnik

#cmxsummit

YOUR SUPPORT COMMUNITY METRICS

MIGHT BE WRONG

@JessicaMalnik

IF YOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT.

@JessicaMalnik

WE NEED TO TELL A STORY WITH DATA.@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

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

CUSTOMER EXPERIENCE

• First contact resolution

• Customer Satisfaction Score (CSAT) & Net Promoter Score (NPS)

@JessicaMalnik

Customer ExperiencePoor Excellent

Low

High

Increased Churn

Scaling Woes

FINDING THE TIPPING POINT

Defl

ectio

n

@JessicaMalnik

“80% OF BRANDS THINK THEY DELIVER EXCEPTIONAL CUSTOMER SERVICE. ONLY 8% OF CUSTOMERS AGREE.”

-JAY BAER

@JessicaMalnik

IMPROVING 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

THIS CAN LEAD TO:

• Bigger community budgets

• Hiring more team members

• Promotions and raises

• Increased credibility among leaders in your organization

@JessicaMalnik

HOW TO REACH ME:

• Jessica Malnik

• blog.jessicamalnik.com

• Twitter : @jessicamalnik

• Snapchat: jessicamalnik