Our client sought to establish a presence within highly influential third party online community forums in 10 different languages. By recognizing the impact that these communities could have on customer support, the client could cut down on more expensive means of support, encourage self-service options, increase understanding of customer preferences and needs, and build up equity in their brand by turning detractors into supporters and supporters into advocates. Objectives for the client included:
- Establish a team of trusted “super users” within the most influential online communities on the web, including Tom’s Hardware, LinusTechTips, Reddit, and many more
- Provide the right answers to the right questions, in order to drive forum users and search engine users to the client’s self-service options and dissuade contacts from traditional support channels like voice and chat
- Extract customer insight relating to specific products, processes, preferences, use cases, hobbies, and ad-hoc research areas
Challenges included managing more than 1,000 contact channels across 10 different languages consistently and effectively, and developing data tracking methodologies that allowed quantitative and qualitative data to be transformed into actionable business intelligence.