CUSTOMER ENGAGEMENT COMMUNITIES

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CUSTOMER ENGAGEMENT

COMMUNITIES

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Eric Scheel

Chief Technology Oﬃcer

[email protected]

Iowa State B.S. in Marketing &

Information Systems

7 years at Carlson Marketing in

Loyalty IT

CTO of Magnet 360 a Leading

Partner of Salesforce.com

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W H O W E A R E

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E N G A G E M E N T E X P E R T I S E

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TYPES OF COMMUNITIES

Employee Customer _(B2C) Partner _(B2B)

Innovation

Self-service

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MYSTARBUCKSIDEA.COM

•  One of the earliest branded

communities on Force.com. •  Key element in turnaround at

Starbucks over the last five years.

»  150,000 ideas submitted

»  2 million votes

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THE HOME DEPOT - DRIVING INTERNAL INNOVATION

Large public facing community

Customers, employees and

experts community

Advocate Engagement

Search Engine Optimization of

content

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THE HOME DEPOT - DRIVING INTERNAL INNOVATION

20,000 ideas in the first month

Each month, one employee is

recognized and rewarded by

management for idea submission

Improved employee loyalty through

visibility into ideas and action

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GENERAL MILLS INNOVATION NETWORK

Key partner engagement tool

Post challenges and briefs for

innovation opportunities

Create direct connection

between General Mills and

partners

Connected to internal

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MEDTRONIC COMMUNITY

Connecting Doctors and

Nurses with Medtronic Experts

Integration with Live event and

streaming video

Topic discussions pre and post

event

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OPPORTUNITY & CHALLENGE

How do we take action and deliver measurable business impact? How do we expose our

wealth of information?

How do we engage in a conversation and channel customer/partner energy?

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CURRENT STATE (PORTALS & MESSAGE BOARDS)

Legacy Portals

One-to-one

/// Business Data in Silos /// Not Social

/// Poor Mobile Experience

Social Point Solutions

Many-to-many

-OR-

/// No Business Data

/// All Discussion Focused /// Lack Structured Processes

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COMMUNITIES

Branding & Customization Social Collaboration Business Process Integration Mobile Access Current Portals

Communities

Extends the

Value of Portals

and creates

two-way

communication

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HOW DOES A COMMUNITY HELP DIFFERENTIATE?

• Collaboration

•  News Feed

•  Groups (Public & Private)

•  Files

• Global Search

• Branded Public & Private Pages

• Identity Providers (SSO & Social Sign-on)

• Mobile Interface

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Contractor Pro

Loyalty Application

Complex points processing

Engagement with

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CONNECTED DEVICES

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Honeywell

Dealer

Community

- New Offering to Dealers - Subscription Model

-  Connected Homes

-  Proactive Service

Contracts

-  Ads, Marketing, Leads

-  Customer Happiness

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Honeywell Lyric

Community

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WHY COMMUNITIES

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WHY COMMUNITIES

Increase Sales

•  Create value added services

•  Expand customer mindshare

•  Increase collaboration & reduce friction in the sales process

Better Service Customer

•  Self service case deflection

•  Service reinvention… be like Amazon

•  Reduce cost & improve experience

Build Advocates

•  Defend & enhance the brand

•  Build customer & partner advocates

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DRIVING COMMUNITIES ROI

Increase sales:

•  Engaged customers in communities spend 19% more (University of Michigan 2013)

•  55% of consumers would pay more for a better customer experience

•  GE found engagement online resulted in a 15% increase in sales

Decrease costs:

•  10% case deflection providing $2.5M in savings

•  Support can handle 3.8 issues simultaneously online vs. 1.2 over the phone.

•  42% of service agents are unable to efficiently resolve customer issues due to

disconnected systems, archaic user interfaces, and multiple applications

Build brand advocates (get closer to your customer/partner):

•  78% of community users 'research a problem' as part of their buying lifecycle

•  24x more conversations happen in a community than on social channels

•  11% share to other social networks via community (Facebook, Twitter, etc)

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K e y L e a r n i n g s

•  A few “negative” leaders can tank an

good conversation. Nip them in the

bud. Conversations can turn quickly. •  A community site is a good place to add

context—complete and accurate

information—to the ongoing public

discussions.

•  A successful community like this requires

a significant philosophical

commitment from many levels of the

company.

•  Great content trumps slick design

•  “Internet time” is much shorter than

“company time”. Even so, people

understand some things take time. In the meantime, keep engaging, the written equivalent of a “head nod”

goes a long ways.

•  Customers are willing to donate a ton

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K e y s t o S u c c e s s

Brand Promise •  Be authentic •  Bring your Core Values to life •  Establish a Bill of Rights Target Audience •  Identify audience, goals and needs •  Open or closed? •  Start small, with big principles Expertise •  Users want access to SME •  Transparency is key

•  Fine line with

sensitive information Feedback •  Listen and Learn from feedback & metrics •  Iterative approach •  Prepare for negative feedback (have thick skin) Integration •  Integrate all BUs, efforts, systems •  Sales, Support, Marketing, Product Dev •  Internal input is as important as external input

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COMMUNITY MATURITY MODEL

2 – Presence!

• Stake your claim " • Direct partner and

customer engagement" • Create feedback loops"

1 – Planning!

• Listen & Learn" • Develop business case" • Internal cultural

alignment "

3 – Engagement!

• Dialog Deepens" • Internal Users Engage

(Sales, Support, Product Development, Marketing) " • Profile / Identity   aggregation" 4 – Formalized ! • Organized at scale" • Global coordination" • Governance " • Optimized at scale" 5 – Strategic ! • Across enterprise" • Employee, partner and

customer" • Consolidation of  

sites and channels"

Functionality" Extensive! Limited! Business Impact " High ! Low ! 6 – Converged!

• Community embedded into products, services and processes"

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