Integration in the Simyo website
The Simyo forum facilitates interaction. Therefore, special care was tasks to properly integrate the forum into the Simyo website, so that customers can find it with ease. Through integration with eg the Customer Service pages, customers are immediately made aware that they can post their question on the forum.
Expanding the community through active community management
Ever since the forum's launch, Simyo has experienced a steady increase in both forum members and member activity. Solid community management and moderation stimulated forum activity even further. Various targeted activities make sure the forum keeps growing. Important activities implemented to support this include:
Making important content clearly visible to the community. Analyzing the topics that were started on the forum reveals specifically what content community users were looking for. A clear overview of this content is then provided in, for instance, FAQs so that members are able to find their own answers more easily.
Moderators maintain a personal relationship with the Super Users through regular contacting them, for instance through private messages. Moderators show personal interest in these users, explicitly value their contributions and assist them in the support they offer at the forum.
Strengthening mutual relationships . When Simyo started participating in off-topic conversations and actively asking customers for details, such as the type of phone they use, and responding to personal information, it strengthened the bond among users. Customers develop a feeling of mutual connection and return to the forum more often.
Adding tags . Keywords may be used to indicate the topic of a conversation. These tags also serve to give members an overview of related topics. This allows them to quickly find the information they are looking for.
Improving moderation quality . Moderator activities were monitored and analyzed to establish which areas needed improvement. This included actually marking the right answer and ensuring it is displayed directly below the question in a topic.
Structuring of existing content. Topic titles are continuously adjusted to properly reflect the topic's contents.
Increased activity from the most active members
By consistently giving attention to active members on the forum, appreciating them and listening to them, users feel strongly connected.
For the Sinterklaas (Dutch equivalent of Santa Claus) holiday, for instance, active members were sent a traditional gift: a large chocolate letter accompanied by a unique hand-written poem. This made active members even more active. Currently, each month about 500 responses has been posted by the 10 most active members.
And every month a substantial number of new members are joining the forum. Six months after going live and following the implementation of a number of improvements, the amount of forum members is now increasing exponentially with almost 1,000 new members registering in a single month. In 2013, the amount of members increased to over 13,000.
More customers are assisted through the forum than by email or calls. Moreover, the answers they are given remain accessible to other customers, turning the forum into an ever-growing knowledge bank.
- € 50,000 saved on customer service per month
- More customers served by the forum than by phone calls or email: 45% by the forum, 32% by calls and 23% by emails
Customers who are not actively asking questions themselves may also solve their issues by means of the forum. They can find the answer on the forum themselves or look for an answer through search engines such as Google and be directed straight to the forum topic that contains the relevant information.
In addition, customers are providing peer-to-peer support, keeping moderation by Simyo itself to a minimum. Research indicates that 45% of the visitors who have a question actually find an answer on the forum. This amounts to a total of 23,000 customers served per month, leading to a call reduction or € 50,000 per month (a result twice as high as initially predicted).
When customers come in contact with the forum, they develop a stronger connection with the Simyo brand. They quickly find solutions, have immediate access to Simyo representatives and are presented with open and transparent information, which increases their sense of belonging and loyalty. It has been calculated that the churn rate among customers who become forum members is 8% lower than that of members who do not register at the forum.
In order to measure customer satisfaction with the forum, an online survey asks how satisfied they are. Most people give the forum a rating of 4 on a scale from 1 to 5. The average score is 3.3. This means that members indicate that they are (very) satisfied with the forum.
Increased search engine traffic
Since the inSided platform is optimized for search engines and a solid content management strategy has been implemented, forum topics are easily found through search engines. About 60% of the visitors are directed to the forum through search engines.
In September and October, quick forum posts on the introduction of the nano-SIM particularly increased search engine traffic. Just before this new type of SIM card was available, Simyo started a topic to announce that it would keep customers up to date on the availability status of the nano-SIM. This topic went well with search engines and was viewed over 5000 times in two months. By being the first to break topical news that is relevant to its customers and using the right keywords, topics were highly ranked in search results.
Simyo is a SIM-only provider and as a result has very few tangible products. This makes it hard to involve customers in product development. The development of the app provided an excellent opportunity to increase the involvement of forum members with the organization.
In addition to testing the app, suggestions by forum members are also used to implement changes on the website, forum or any other communication channel. This has led to a greater number of FAQs on the forum, which were created in cooperation with Simyo customers. When the new website was launched, a special topic was started where customers could give their feedback. In order to channel the feedback, this topic was announced on the Simyo Facebook page as well as on Twitter. All feedback was collected and reported back to the department responsible for the website. The feedback was carefully analyzed and each point was dealt with individually. The forum members who contributed the points were mentioned by name to deepen their involvement with Simyo.