@JoeC and @DaveEv led three energetic and thought-provoking roundtable discussions in the afternoon of LiNC Local London. Fueled by the inspirational sessions about digital customer experience in the morning, attendees were ready to roll up their sleeves and get tips from Lithium experts and from one another.
The first roundtable was all about social engagement in good and bad times. @DaveEv set the context on why this is critical and shared a few examples on brands that have done well to manage a social crisis (such as Lithium customers TalkTalk and Southwest Airlines), but also those that missed the mark.
With the help of @ClaudiusH and @AndyK, attendees broke into small groups to discuss this topic further. The key takeaways and best practices mentioned include:
Use social as an early warning system to determine the severity of an issue. Whether it’s related to a network outage, product launch or executive messaging, the most important factor is to be as transparent as possible, be quick to respond, and be a trustworthy source of updates.
For brands that have launched a community, many reiterated the value of tapping into your super fans to help with engaging in conversations. In many cases, this goes much farther in demonstrating that your brand is listening and taking action.
A single destination to drive engagement from multiple channels to a single POV and messaging will help avoid conflicting answers and minimize duplicative work by your team.
The next roundtable centered on breaking down siloes between marketing + customer service. @JoeC kicked off the discussion to get everyone grounded in the fact that siloes go beyond just organizational – considerations also need to be made around channel, process, data and metrics. Brands have seen time and time again that even with a support-driven community, your customers are shopping or making purchase decisions based on the engagement and content shared by peers. This teed up the conversation around how to align your marketing and service counterparts to work together to leverage this valuable engagement. A few tips were shared to tackle this challenge:
Get C-suite support to align on a key set of metrics that both marketing and service can be held accountable for.
Compile and share results from pilots or trials for which you’ve attempted to bring the two organizations together.
In some cases, external factors that require your organization to adhere to compliance and new regulations can serve as a good forcing function to drive this collaboration.
Lastly, we ended the afternoon breakout session with a roundtable on the evolution of community and social media management. Remember the early days? It was considered the ‘Wild West’ of industry professions without a formal job description or clearly defined roles. A lot has changed and the group debated on the growth of these professions and some key skill sets including:
Always maintain the “human” element in communication styles and tone.
Technical skills are becoming more critical as it is now extremely valuable to code and/or manage data to drive deeper insights.
Stay cool under pressure and be willing to accept and adapt to change as there will always be surprises!
Thanks to all who participated in these insightful roundtables!
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Great question Denise, I recall this question coming in but not having time to discuss. At Infoblox, we are not currently using the KB module from Lithium. Our Infoblox TSE's and other subject matter experts develop knowledge base articles, which are then posted on our community site for our customers. These have been a huge hit. In fact, they are among the most popular content on the site. We specifically decided to post KB articles as blog posts (using Lithium's platform). This has also really increased our page referrals and visits from Google and other search engines, as the blog platform on Lithium "auto-alerts" Google to index new content. Using Lithium's toolset would allow for versioning control, so we have taken that workflow as a manual process. Let me know if this helps! Eric
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High-tech firms that build and manage online communities attain superior results in creating happy customers, reducing service costs and driving revenue growth (Tweet this!).
That’s the overall finding of a new report released by Aberdeen Group, based on primary research done for Lithium. If you’re wondering how to take your community strategy to the next level beyond providing customer support and reducing servicing costs, join us for our next webcast on Mar 3 featuring Aberdeen Group’s CX Research Director, Omer Minkara, as well as Infoblox’s Head of Social Media & Communities, Eric Steig.
They will be sharing the latest research around the use of communities to help boost a HT organization’s financial success by way of higher customer retention, revenue and cost savings. This webcast also highlights findings from some of Lithium’s HT B2B customers including MicroStrategy, Alteryx, NetApp and Weebly.
You can reserve your spot here: Beyond Support - How B2B High Tech Communities Drive Revenue and Customer Retention (Tweet this!)
To get a sneak peek, download the Aberdeen report to learn how online communities help companies to:
Increase customer satisfaction and reduce churn
Cut service costs by providing rich self-service options
Grow revenue through efficiency, cost cuts and profit margin increases
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If you can't make it to NYC next week, don't fret! Our keynote session with Comcast and StubHub will be livestreamed from 2:30 - 3:15 ET on Thurs Oct 22nd. Sign up here - http://1.incite-group.com/LP=7145
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