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Measuring the return on digital engagement investments


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Published on ‎09-11-2020 02:05 PM by Khoros Staff

Creating the ideal customer engagement environment costs money, but it will cost even more if you don’t make the investment. Learn to prove the value of your strategic investments in digital care, online communities, and social media marketing with an ROI calculator, plus, take steps to establish a roadmap to digital maturity.

 

Live Q+A:

  • Wednesday, October 14, 2020 at 2:00 PM - 2:30 PM CT  

Moderator:

  • Grigor Kotzev, Khoros, Global Head of Business Value Consulting  

Speakers:

  • Leah Knowles, Alteryx, Manager, Global Community Engagement 
  • Kimberly May, Flexera Software, Vice President of Support Services


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Start:
Wed, Oct 14, 2020 02:00 PM CDT
End:
Wed, Oct 14, 2020 02:30 PM CDT
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2 Comments
Advisor

During the live Q&A, a question came in about case defection/support savings formulas -- and wanted to make sure to share a bit more detail here along with the slide we shared during the on-demand session 😎

What you see on the slide is the industry standard methodology (used by Forrester and TSIA) to understand a community’s impact on case deflection.

Screen Shot 2020-10-14 at 1.46.37 PM.png

Support Calculations

Community-Solved Queries

  • Total visits to support-related areas X percent surveyed who came to community seeking support help X percent surveyed who found the answer they needed on community X percent surveyed who would have contacted support if they did not find their answer

Case Deflection Rate

  • Community %: Community-Solved Queries / (Community-Solved Queries + Total Support Tickets Closed)
  • Support %: Support-Solved Queries / (Community-Solved Queries + Total Support Tickets Closed)

Support Savings

  • Community-Solved Queries X $150 per case (estimated cost to resolve a single support case)

 

@GrigorK -- perhaps you can find out who asked the question, and direct them to this thread? 😀

Khoros Staff

Awesome stuff @leahknowles , thank you for sharing this! What else can I add? 

May be my Top 3 principles about Contact/Case deflection

 

1. Measuring something that did not happen is difficult

Yes that is exactly what we are doing here. The result of "Contact/Case Deflection" is a contact that did not happen in the Contact Center, as it got resolved by the Community. That is why there is no absolute way to measure this, and there are a variety of different methods. None of those is ideal or more real than the others, and all are doing 2 things: measure something tangible first and then based on that project the number of Contacts/Cases avoided.

 

2. From the variety of methods, we prefer the community survey method

We have observed a vast variety of measurement methods (Community survey, Contact Center survey, Clickstream analysis, Community visitor & caller ids reconciliation,  overall number of contacts per customer and few others). 

We prefer the Community survey approach that you @leahknowles described, as it looks from the perspective of where the resolution occurs. It is also backed up by research and 3rd party analysts work from TSIA & Forrester. It is now an industry practice and a large majority of Khoros customers are using it.

We also provide within the Khoros platform a survey capability (Value Analytics) that helps you collect the relevant data points and we can share observations, benchmarks, trends and findings for our customers to improve. An example of that is a focus on the Resolution Rate in this recent article, as part of that method, demonstrating the importance of it for the Community success overall. 

 

3. The “best method” is the one that is aligned with the organization expectations

We believe the best method is the one that fully aligns with your organizational expectations and gets executive buy-in. As you mentioned during the session, getting pushed back, receiving arguments and a couple of objections is a normal thing and it is not the real problem. The real problem is when there is no clear point of view on Contact/Case Deflection while this is the Business expectation of the organization. 

In case you need help with that, get in touch with us. 


"Cost is what you pay, Value is what you get.”