In my previous article, I spoke about the most common value levers that we can measure within an Online Community in order to evaluate what the Community is doing for the business. More often...
Updated 6 months ago
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cgrinton I agree that the calc won't necessarily reflect actual because customers often don't really call for support for questions they're asking. They have these other behaviors:
- Save up their questions and ask all on one support case
- Live with it
- Ask someone else in the office
[Skip any and all of this if you've already done it.]
A better place to start IMHO would be:
- Can I move the needle, i.e. make it better or learn what makes it worse?
- How does my community compare to other Khoros customers in the same space?
Can you share what the % results you're getting for each?
Based on the sample data, only 14% are deflected to achieve the ROI. At $12 p/ call, you do need to deflect a lot, and if you had 5M customers that would still be a huge return, but most of us aren't serving 5M customers.
- Are there really 70% of my visitors seeking support, but only 50% would have called? That's 35% of all customers if I solve 100%.
- For a mature community, this gets smaller, because the topics are different. I'm looking to get beyond what support can do for me.
One last thing.
Be sure to subtract out your operating costs from the ROI calc, unless it is included in the fully burden cost already -- often it isn't.
- What do you pay Khoros
- Moderator and related head count
- Is there other IT work from your org?
Do if I had 50K customers * 70% seeking * 40% resolved * 50% would actually call * $25 burden = $175K
$175K - (2 mods) - (Khoros cost) = I'm losing money
Looking forward to hearing from others. And if you're not using this, how are you measuring your return?