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Lithys 2013: Joe Mobile - Best Business ROI

Lithys 2013: Joe Mobile - Best Business ROI

Company: Joe Mobilelogo-joe-mobile.png

Entry submitted by: Laurent Partouche (lpartouche) Community Manager

Community: Joe Community (communaute.joemobile.fr)

Lithy category: Best New Community

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Joe is a new kind of Mobile operator. Real-time, full control over your budget, Joe allows you to finally take control of your phone plan.

 

Joe is also community-based. It means that the community is at the heart of its business model and allows for very lean operation when it comes to customer support.

 

Obviously it is easier to achieve this result when it's in your DNA right from the start rather than switching from a regular business model to a cooperative one.

 

That being said, it might have failed and we could have been flooded with support requests from angry users dying to find an answer to their legitimate questions. Fortunately this has not happened, in fact it's quite the opposite since with a satisfaction rate of 92% and an NPS score of 44 just two months after the start of our operations, our customers seems to be quite happy with their customer experience.

 

Let's dive into some numbers.

There are 3 ways to find an answer with Joe :

 

1) Search the community. Chances are your question has already been asked, but also already answered. With 80K searches since the community started, this seems to be the preferred and most effective way to find your answer.

 

2) Open a topic : 3K new topics have been opened in the Help sections of the community (I voluntarily left out the "Café" section dedicated to off- topic discussions).

 

3) Fill out a support form : 2.5K have been opened so far. These are treated by our support agents via a dedicated channel and depending on the difficulty, are escalated to Level 3 support.

 

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So how much have we saved ?

 

Again this is hard to tell since we have no prior comparison point. What we can say however is this :

 

We have to first make an assumption on the efficiency of the search tool. Let's say, that only 10% of searches guides the customer to the answer he is looking for (we think it is a conservative number when we look at the search terms that are most used). If we assume this hypothesis to be true, that's 8K support "cases" (10% of 80,000 searches) that would get solved without any further interaction with either the community or our support staff.

 

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All in all, this would mean that, out of the 13.5K support cases that you get if you add up 10% of the search to new topics and support forms, only 18.5% of those cases incur a direct cost for Joe (the support staff). That would be quite a compelling result in our opinion and truth is that we have not been forced to hire more support agents so those figure seems to be spot on. 

 

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Of course you should take into considerations all the efforts and staff needed to make sure that the community is indeed active and effective but in the long run, it will be more effective to have a few community managers rather than line up support agents that solve cases one by one.

 

One last takeaway. The community can handle the first level of support effectively because our system is simple and transparent. We don't have the burden of legacy IT or aging tariff plans. That allows the community, in most cases, to know the answers. We have worked a lot to have a simple process and make most information available directly to the customer via self-service. The best way to cut costs on support costs is to take away the root cause of calls.