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Respected Contributor
Respected Contributor

User Survey and ROI - numbers are ridiculous

Hi,

 

I know that people are calculating community´s ROI basing to User Survey (customer´s feedback). For example:

  • How many contacts are saved from the customer care x average cost per contact
  • How many times community helped to buy something x the average purchase

But now comes the big but, our numbers are ridicilous. Savings are so huge that it should effect somehow to our company. We can´t see anything. Also, how much money we get because community boost sales. Regarding the Survey we should get tremendous amount of money. Actually, if we look our numbers how much sale we have totally, it isn´t as much that Survey displays.

 

My opinion is that using this kind of Survey to calculate ROI, is waste of time. I can´t show my numbers to our stakeholders, they will laugh to me. I can´t even say that "the numbers are indicative" because those are so far away from the reality.

 

So I wonder, how do you really calculate your ROI and how do you communicate it to your stakeholders?

 

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Khoros Staff
Khoros Staff

Re: User Survey and ROI - numbers are ridiculous

Hi @Enidin

 

Let's discuss the way you make the calculation, and what data you have used.

 

The calculation I have made for your community shows a pretty reasonable number (in the 1%- 2% range of the total contacts absorbed by the contact center).  Personally I believe you can even improve it and deflect even more. 

 

Let's have a chat about this, as I would like to understand where we do not align.  

I believe you have my details. 

 


"Improve by 1% a day, and in just 70 days, you’re twice as good.”
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Honored Contributor Honored Contributor
Honored Contributor

Re: User Survey and ROI - numbers are ridiculous

Honestly, there are so many groups within the company who claim to have deflected xyz calls and when you tally them up it is more calls than our call centres have historically served. I find call deflection to be the least meaningful measure across the company but I understand that many groups are asked to prove their worth in this way.

We focus our reporting on;

- resolution rate (are people finding answers)
- support drivers (what are people looking for)
- post community actions (what people do on company website post visit)

When we are asked to report deflection we use the formula; Unique visits x %-age seeking support x %-age resolution x %-age with intent to call

As an example if 60% are looking for help, 30% find it and 20% would have called if they didn't then;

1,000,000 x 60% x 30% x 20% = 36,000

For every million unique visitors to your site just 36K calls were deflected.
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Khoros Staff
Khoros Staff

Re: User Survey and ROI - numbers are ridiculous

Hi @DanK

 

The formula you mention is the most frequently used for contact deflection and from experience very close to actual operational measures as well (e.g. actually following up people who declared will not call and actually did not call as a result of in community resolution). Of course, in a complex world with multiple touch points, it's not easy to have 100% accurate measure, still this one is a pretty good one. If you need to gain more confidence here, happy to discuss further.

 

 

Now on the other hand I would rather suggest to follow what matters the most for you and for your company. It sounds like it's not really contact deflection. We have a dedicated team for Value Engineering and we do help with things like "what are the most meaningful measures now",  "why do you need to focus on those", and "what is the way to measure ". 

 

Let us know if we can help.

 


"Improve by 1% a day, and in just 70 days, you’re twice as good.”
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Respected Contributor
Respected Contributor

Re: User Survey and ROI - numbers are ridiculous

Thanks @GrigorK and @DanK.

 

I´m happy to tell you that this was my mistake. I haven´t compared my numbers to our company´s latest numbers... Now I have done it and noticed that our community´s ROI might be there where I expected it to be. But like said, this isn´t exact sciense.

 

Anyways, now I know that our survey works and our community performs pretty well (compared our current status).

 

Cheers.

 

(maybe this thread should be deleted, because this was my fault 🙂 )

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Khoros Staff
Khoros Staff

Re: User Survey and ROI - numbers are ridiculous

Hi @Enidin

 

I´m happy that you solved the challenge, and agreed this isn´t exact science so that's why it is important to exchange and move on together. 

 

I do not think we have broken any of the rules of use or terms of service here, so I would not delete that thread.

It may be useful for others as well. Smiley Wink

 


"Improve by 1% a day, and in just 70 days, you’re twice as good.”
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