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Dr. Natalie Petouhoff ROI Of Social Media Social Media Club Presentation/ Forrester Research

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Dr Natalie Petouhoff
Dr Natalie Petouhoff

Many enterprises are considering social media and are wondering if there is return on the investment. Forrester's @DrNatalie has taken a stab at calculating an ROI when social media is applied to customer service. The result? Large ROIs and benefits to every part of the company! Applying social media to customer service may be the tipping point for business to take social media as a serious enterprise application!

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May 27, 2009 Social Media Club The ROI of Social Media: Customer Service Communities Natalie L. Petouhoff Senior Analyst Covering: Social Media, Customer Experience and Customer Service Forrester Research
The #1 Customer Service 2009 initiative should be social media.
[object Object],[object Object],[object Object],[object Object],Agenda
Why is social media important to customer service? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer disdain, social media and customer service have… ,[object Object]
What is a Customer Service Online Community? Source: January 21, 2008, “The Economic Necessity Of Customer Service” Forrester report ,[object Object],[object Object],[object Object],[object Object]
Who’s got an online community? B2C… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
Who’s got an online community? B2B… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
Verizon… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
iRobot… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
myFICO… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
Intel… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
[object Object],[object Object],[object Object],[object Object],[object Object],Agenda
TEI ™ is Forrester’s ROI methodology Costs (Impact on budget) Benefits (Impact on business) Flexibility (Options) R I S K ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: August 4, 2008, “The Total Economic Impact ™ Methodology: A Foundation For Sound Technology Investments” Forrester report Total Economic Impact
Assumptions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
[object Object],[object Object],[object Object],[object Object],[object Object],Agenda
Examples of benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report Benefits (Impact on business)
There are many benefits of Customer Service Online Communities… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
The answers are in the community Source: January 21, 2008, “The Economic Necessity Of Customer Service” Forrester report ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DSL provider
First Contact Resolution (FCR) goes up Source: January 21, 2008, “The Economic Necessity Of Customer Service” Forrester report ,[object Object],[object Object],[object Object],[object Object],My question was answered !!!!!!!!
Customer advocates create more value Source: February 2008 “Redefining High-Value Customers” report.
“Bad word of mouth” gets handled! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
Invest in turning customer informants Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report ,[object Object],[object Object],[object Object],[object Object]
What about the rest of the company? Source: January 21, 2008, “The Economic Necessity Of Customer Service” Forrester report ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Agenda
Examples of customer service online community costs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Costs (Impact on budget)
Start-up costs of customer service online communities… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
Recurring costs of customer service online communities… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
[object Object],[object Object],[object Object],[object Object],[object Object],Agenda
The ROI of online customer service community is… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
The TEI of online customer service community is… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
Where to begin? ,[object Object],[object Object],[object Object],[object Object],Source: January 13, 2009, “Forrester Customer Service Innovation Framework and Self-Assessment ” Forrester report
Join the social media revolution Source: April 6, 2009, “How to Win Funding for Your Customer Service Project ” Forrester report
Thank you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research in this presentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Research in this presentation ,[object Object],[object Object],[object Object],[object Object]

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Dr. Natalie Petouhoff ROI Of Social Media Social Media Club Presentation/ Forrester Research

  • 1. May 27, 2009 Social Media Club The ROI of Social Media: Customer Service Communities Natalie L. Petouhoff Senior Analyst Covering: Social Media, Customer Experience and Customer Service Forrester Research
  • 2. The #1 Customer Service 2009 initiative should be social media.
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  • 7. Who’s got an online community? B2C… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  • 8. Who’s got an online community? B2B… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  • 9. Verizon… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  • 10. iRobot… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  • 11. myFICO… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  • 12. Intel… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
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  • 18. There are many benefits of Customer Service Online Communities… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
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  • 21. Customer advocates create more value Source: February 2008 “Redefining High-Value Customers” report.
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  • 27. Start-up costs of customer service online communities… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  • 28. Recurring costs of customer service online communities… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  • 29.
  • 30. The ROI of online customer service community is… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
  • 31. The TEI of online customer service community is… Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
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  • 33. Join the social media revolution Source: April 6, 2009, “How to Win Funding for Your Customer Service Project ” Forrester report
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