Company: giffgaff Entry Submitted by: Vincent Boon Head of Community (Vincent) Community: giffgaff (http://community.giffgaff.com/) Lithy Categories: Best Social Customer Experience, Best Community ROI 'giffgaff’ is an old Scottish term referring to the process of mutual giving – the perfect name for a company whose passionate and knowledgeable members are not only the front line of customer support but also a driving force in the running of the company itself. In fact, our tag line is ‘The mobile network run by you’.   We don’t do large call centres and we don’t do big budget advertising. Instead, we rely on our growing user-generated pool of knowledge that is our community, where people get help fast and where customer debate and discussions helps us shape and grow the business. And using this community-based model saves costs and ensures giffgaff is outperforming month-after-month across a wide variety of metrics, from traffic to active members.   Our customers are so helpful we do not need a traditional customer service centre, but use our community support forums instead. Saving us the cost and overheads of traditional CS.   Although giffgaff saves a lot of costs by not having a traditional customer service model, the quality of service is still a high priority, which is reflected in a recent customer satisfaction survey, where our members rated our customer service 9/10 and our Net Promoter score was 73% (in context, according to the NPS website, Google rates as 73% and Apple as 74%).   giffgaff's Community Health Index is 877, which puts giffgaff as a leader when compared to all communities globally serviced by Lithium.   We are seeing these types of results through a combination of programmes we run here with the community, which ensures that any question asked on the community is answered within 90 seconds on average.   But not only does our community help by answering peoples specific questions, we can see 8% of all page views going directly to an accepted solution, guaranteeing a great many call deflections.   With our highly-engaged community, we create a huge volume of content, which gets picked up in search engines, driving more and more traffic to our site. So much so, that we can see 30% of all organic traffic going straight into our community and finding answers to questions they didn’t even know they had!   Of course, just like any other business we look at the retention rates in our business and are able to see the following amazing results over a running twelve month period:   People who’ve received payback are 52% more likely to stay with the network  People who’ve activated a friend are 35% more likely to stay with the network  People who’ve posted on the forum are 31% more likely to stay with the network  People with more than 5 page views are 41% more likely to stay with the network  Through our community we use a 'member get member' program, which enables people to bring new customers to our business and we are extremely successful with this, ensuring our existing members bring in much more than 25% of our total new customers.   There are as many people who participate in ‘member get member’ activity on our forums as there are not. However, those people who are involved on our forums are twice as likely to bring on a friend. Our members are helping us out with marketing, sales, development, creating anything from marketing materials, to handing out our product to developing mobile applications for us.   In terms of developing the business we use a dedicated Ideas Board, with over 6,000 ideas and more than 50,000 comments and on average an implementation of 1 idea every 3 days.   giffgaff's mutual model paves the way for a new generation of social brands, which provide real consumer value through embracing the passions and skills of their membership communities, whilst growing an army of loyal advocates in the process.   I hope you enjoyed reading this as much as we enjoy all the various great things we do with our community.   Without them, giffgaff would be nowhere.

Company: Skype Entry Submitted by: Claudius Henrichs (Claudius) Community Manager Community: Skype Support Network  (community.skype.com) Lithy Categories: Best Business ROI, Best Global Implementation The Skype Support Network, launched in June 2011, is Skype’s peer-to-peer support community and provides a direct channel for feedback and exchange between our users and product teams. What happens if you flip on all switches “Community” and put the spotlight on a previously hidden tech support forum? We did just that and turned it into a vibrant location for exchange around everything Skype. Within just over 7 months page views skyrocketed and have more than doubled. A highly engaged, dedicated user base presented with the right tools utilize them every day now to improve theirs and other’s Skype experience.   Several aspects lead to the huge success – both outside and inside the company – of this project, each itself worth highlighting.   Best Global Implementation Reflecting our truly global product we launched the community in eight languages. The landing page was designed to showcase our language communities and the latest activities and hot topics in each of those. Our visitors appreciated the fact that they could exchange in their language and within days we had Super Users covering all time zones around the world   Best Social Customer Experience Program Making the community a place you wanted to stay and return to was our primary goal. That’s why we came up with several programs that rewarded visitors. The Community News highlight weekly activity, discussions and user participation. The highlighted user and topic of the week invited users to stay while longer and engage in the conversation.   We are most proud about our #SkypeTalks live events: Questions raised simultanousy via a dedicated community board and Twitter were replied on by product managers inside Skype. This helped prioritize the next developments sprints through the insight gained and gave the user a very rewarding feedback experience. And in the end it raised awareness of our product features.   Eventually the community has helped us identify and resolve new product issues within 24 hours of launch that would normally have taken days. E.g. the community compiled a list of problematic devices with regards to video calling on Android. Based on that we were able to issue a hotfix within days after our initial release. This extended the list of supported devices and thereby consumer satisfaction.   Best New Community Already the first week after the launch in June 2011 our Community Health Index passed 600 and it’s rise has not stopped yet. We have since passed a score of 700 which put us in line with other Lithium established communities that have been developing for much longer than the 7 months we did.   But the CHI is more than just a number: It reflects that our users are on average getting a reply quicker than via our own customer service. In the majority of cases even answering their question right away providing is with a first contact resolution rate of around 70%. We now engage 3 Million users per month, growing 10% month over month since last June.   Best Community Technical Implementation Another goal of the community switch was to offer answers on new and trending support questions faster and deliver them on a more direct channel.   We achieved that by integrating helpful content (Accepted Solutions) and related topics to our existing copywriter authored knowledge base content on our Skype Support page. A category based selection logic ensures the related topics are pulled from the correct board.   It works as an additional motivational factor to our Super User: “Great to have our work surfaced to more users to get their problems solved”. Eventually this integration serves as an attractive entry point to join the community discussion with latest stats reflecting the activity taking place.   Behind the curtain we also made full use of the Single-Sign-On feature in Lithium. It is not only used for authenticating users to access with their Skype Name, but we also implemented a tight integration allowing Skype Customer Service staff to one-click quickly check back office user data for cases escalated from the community. The sleek integration ensured the feature to be attractive in everyday use.   Best Business ROI Best of all we were pleased to see a 10% reduction in our traditional support costs through reduced number of contacts that we could relate to the introduction of the new Lithium community platform. Much harder to quantify but definitely present are the revenue improvements gained from the increased customer satisfaction through the product improvements we could introduce based on the community feedback. Compared to previous methods if gathering feedback (e.g. through web based forms) the round trip time is much shorter and we can react quicker.   Best SuperFan Story or Insight In the end the whole community stands or falls with our dedicated Super Users sharing their expert knowledge and creative solutions on using our products. They have spent 1½ years online time on their community while it had not even had it’s own birthday yet. During that time they contributed 14% of all content including 38% of the very valuable accepted solutions. As a token of appreciation we highlighted five of them in our end of year awards on our Community news blog with a short interview and portrait.   Our stellar Super User goes by the nickname “TheUberOverLord”, is a self-proclaimed “White Hat” computer expert and contributed 5% of all posts since the launch. His engagement inspired several other users to become engaged and eventually Super users as well.   I want to close with inviting you all to our community and taking this opportunity to thank our community members for their passion and engagement that makes this such a success. We are entering this award as a way of saying thanks to our Super Users!

Company: A1 Telekom Austria Entry Submitted by: Claudia Religa Customer Interaction Manager (A1_Claudia) Community: A1 Telekom (http://www.a1community.net) Community Launch Date: 16 November 2011 Lithy Categories: Best New Community, Best Social Customer Experience Program, Best Business ROI, Best Community Technical Implementation The A1 Telekom Support Community - A vital community for our customers   The vision for our new state of the art support community was to build a vital community for customers, available 24/7 all over the world. We see the community as a steadily growing platform, which we develop in cooperation with our users in constant game workshops. In only 40 days the community was ready to go live after a beta test with 450 postings in just three days and 16 community members providing testimonials.    We are building the community around the needs of its members – to motivate our users to help and support the community we started an incentive program:   Users are given the opportunity to customize their profiles with special signatures. We added icons that show the status of the community member – our most active users have earned VIP ranking. Ongoing improvements and changes are communicated transparently to the community users on our community events board.   A team of employees service the community. The moderators provide support when needed and brand-new information and updates on certain topics.   We take the customer feedback seriously and use it to steadily develop our services, products and solutions.Together with our super fans we developed a brand new design for our community homepage which will be implemented shortly.   We also launched the idea module - the target of the project is to develop a new concept for simplified use of the “Mein A1” page in cooperation with the support community users.   The benefits for our customers are:   the opportunity to take part in an innovation process possible realization of user ideas to exchange thoughts and ideas with other users incentives for participating How we benefit: communication with users interaction with the support community identification of consumer needs opportunity to integrate consumers into the realization process   The project itself and the output from the workshops around “Mein A1” are continually promoted on facebook and in the community.   The new A1 support community is directly linked to our A1 blog. It was created as a platform for both community members and product managers to release product news, features and tips and tricks regarding our portfolio.   The A1 blog is a category, where we can cover a lot of successful stories for interacting with customers, e.g. our popular smartphone test reports written by our community members.                   Crossover Solutions for Customer Service Communication and Crowdsourcing To guarantee the best social brand experience we are linking different channels with each other.   www.a1.net – the Lithium newsfeed on our portal The FAQs and the company's support community are integrated via tabs onto our facebook fan page – which means: one database manages all user postings. Facebook users have access to the support community in real time to knowledge without a login.  The fictional figure “Robert Hauser” takes care of customer support on the facebook wall – behind the figure are employees from our service team, who answer user questions on any kind of topic. With 160,179 fans after starting our facebook fanpage two years ago we are ranked second in the German-speaking TELCO provider area.   By implementing our own facebook CMS, we were able to design our very own application and multimedia info sites for lotteries, promotions, company news, etc. On YouTube, we are the only provider in Austria with a branded channel. We provide short movies about our products and solutions. We also provide inhouse produced A1 video guides. The video guide with the most views ranks around 252,508 views. For sharing YouTube videos we offer our community members a share button.   Output from our A1 blog is posted on facebook.    Our Technical Implementation Deep Integration into Portal SSO The A1 community has been tightly linked to the portal SSO. While it does not require you to log in as long as you’re only browsing, logging in is a requirement for all actions like posting or replying.   To enable this integration we developed a mechanism where the Lithium server would “talk” to our SSO servers “behind the curtain” to retrieve the login data of the current user. Thanks to Lithium's ability to support different channels (web, facebook, mobile) this approach works for all of these.   Deep Integration with User Data As the community integrates with our SSO this demands that user data is maintained by the A1.net authentication systems. Thus, user data (e-mail and nickname) cannot be edited within the Lithium community but need to be managed by the A1 portal.   For this a similar mechanism to the above mentioned SSO handshake has been developed, where Lithium redirects the user to the appropriate A1.net application, and the “behind the curtains” handshake reflects any changes immediately back to the community. Again this approach works transparently for all of the available channels.   Deep Integration into A1.net look & feel The marketing requirements demand that the community should look & feel as part of the A1.net portal, the fact that it is cloud-based should not disturb the user’s perception of a common portal experience.   The HTML framework that makes up the portal look & feel had to be the foundation of the web-based channel of the community presentation. Together with Lithium we were able to link the existing A1.net framework with the flexible HTML construct that’s provided by Lithium, successfully offering our users a continuous experience. In our service box we can also embed YouTube videos from our branded channel.   Integration of Social Media Buttons Of course sharing of content is very important for a vital community. Therefore we implemented Social Media sharing buttons such as facebook Like, Google+, Twitter in user postings.     Our Business ROI Since our launch on the 16th of November, 2011 the community KPIs increased steadily. Our continous online survey proofs that we are constantly saving customer support cases (email, call, letters).   Compared to our competitors A1 has the biggest and most active community in Austria.   0   We created a short video to highlight our A1 Social Media success story since spring last year.