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, g etting 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.
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In any organization paid social and organic social have one thing in common — they serve the same brand. Learn about the benefits of aligning teams, goals, and content across paid and organic efforts to drive better results for your business.
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