lithium making social the way you do business

Making Social the Way You Do Business

March 13, 2012

today’s speakers

Joe Cothrel

Chief Community Officer

Lithium

@cothrel

Brian Kling

Community & Social Media

Program Manager

Autodesk

@briankling

@cothrel @briankling #LithCast

confidential

we are lithium

delivering social customer experiences for the world’s

most iconic brands

founded in 2001

bay area hq, new york, london, zurich, paris

300 customers 30+M registered users

named market leader by forrester, gartner

100% cloud platform

top tier VC funding, including Benchmark & NEA

what is social support?

Social support is the use of social channels—forums, blogs, social networks, and other social media—to supplement or replace traditional customer service and support channels.


deliver a great experience increase customer

satisfaction manage support costs

of customers are less likely

to buy again after a poor

service experience

Average cost for phone

support can range from $10

to over $100 per call

Sources: Accenture, Lithium customers, Jupiter Research

60%

of customers say that

customer service does not

meet their expectations

$10 $100 80%

challenges in service and support


fast easy accurate search drives 30-60%

of traffic to the

community

77% of customers seek

answers on your

website

customers are true

product experts

customers are ready for a solution


scalability savings sales social support

reduces costs

10-100x

communities absorb

traffic spikes

community members

spend 25 to 150%

more

$1

5

¢1

5

benefits go beyond cost reduction


forums

empower customers to help

each other by hosting a space

for organized discussions

q & a create a simple

process for

customers to ask for

help

knowledge base create a searchable

repository of peer content

twitter bring proactive support to

customers microblogging

facebook bring proactive support

to customers on social

networks

WAVE 1 WAVE 2 WAVE 3


empower employees to

help customers

empower customers

to help each other

social support is direct and peer


We are Lithium 4 types of social support integration

CRM

SOCIAL PROCESS

WEB


We are Lithium 4 types of social support integration

Unified customer database

Unified agent dashboard

Autoescalation

Unified analytics

Social share

Social connect

Social network apps

Microblogging

Roles & responsibilities

Tech-enabled workflows

Measurement & reporting

Curated content

Single Sign-on

Federated search

Embedded social content

Mobile WEB CRM

SOCIAL PROCESS


We are Lithium 10 future trends 1. Making social support easier (increased conversion)

2. More direct (vs. peer) social support on and off-site

3. More personalized support

4. More real-time support

5. Deeper and more diverse roles for superfans/superusers

6. Increased informal employee participation

7. Increased focus on customer ideas and insights

8. Greater integration of support and marketing

9. More efficient social support operations

10. Better tools and processes


© 2011 Autodesk

Next Generation Social Support

Brian Kling Program Manager, Community & Social Media

Twitter: @briankling


© 2011 Autodesk

CRM Integration

Customer Feedback


© 2011 Autodesk

• 104 Software products

• Design, Visualize, Analyze & Test

• B2B/C

• 13 languages

• 10+M Users

• Subscription = direct support

• 1900 Resellers

• 3M Students


© 2011 Autodesk

>15 years old

Technical Support Focus

Subscription Model


© 2011 Autodesk 17

Knowledge Base

Forum Threads

Forum Posts

Cases

$


© 2011 Autodesk

Why a CRM integration?

Provide enhanced service for paying customers

Improve customer insight

No FT staff for online communities

Minimize effort & streamline processes


© 2011 Autodesk

What was the solution?

1. Timely first Reply

2. Verify Resolution

3. Premium can ask for help

4. Staff can flag anything


© 2011 Autodesk

1) Timely first Reply

24hrs

Reply? No


© 2011 Autodesk

2) Verify Resolution

48hrs

Solution

Marked? No

Need

Help?

No

Yes

1

2

3

© 2011 Autodesk

3) Premium – ask for our help

24hrs

Reply? No

Need an Answer button


© 2011 Autodesk

What were some of the challenges?

Collaboration

Product Support, Marketing, IT

Lithium, Lithium Professional Services, Consultant

Change Management

Awareness

Training

Weekly Meetings


© 2011 Autodesk

Why is customer feedback so important?

Relationship – NPS, CLV

Transaction – CSAT, CES

Resolution

Deflection

Ad hoc

} ROI


© 2011 Autodesk

Results - NPS Q

3 F

Y1

1

Q4

FY

11

Q1

FY

12

Q2

FY

12

Q3

FY

12

Q4

FY

12

Community

Channel

1:1 Silver

1:1 Premium

2 per. Mov. Avg.(Community)

© 2011 Autodesk

Results from 2011

53% percent of Subscription customers resolved their issues in

the online community, versus 39% industry average for 2010

(per the Technology Services Industry Association [TSIA]).

Of the 53% above, 49% would have logged/called in a support

request (26% deflection rate).

Comparing 1Q11 to 4Q11, Unique Monthly Visitors grew by

250%.

In November/December 2011, 83% of forum posts had a First

Reply, on average within 19 hours.

Annual ROI of Support savings vs. overhead costs amounted to

~$6.8 million.


Making Social the Way You Do

Business Q&A

Brian Kling

Community & Social Media

Program Manager

Autodesk

Joe Cothrel

Chief Community Officer

Lithium


Thank you.

lithium making social the way you do business

Technology

cothrel autodesk

peer social support

social customer experiences

direct support

community social mediatwitter

support costssatisfaction

support channels

social networks twitter