giffgaff A mobile company with community at the core

Breaking down barriers between your company and

your customers

1. Mutuality – Members help in recruitment, marketing and advice, they share in the changes of the business

2. Member Involvement – Members help other members problems, get members and spread the word

3. The collective good – Members create a knowledge base with 1000’s of pages of information which can be used and browsed by anyone.

4. Simple – Members are a barometer for keeping things simple and straight forward, ensuring our propositions are easy to use and understand

5. Respect – By giving responsibility for tone back to the community we ensure that even heated discussions stay constructive and have a respectable tone.

6. Feedback – Through consistently asking for, and acting on feedback the company keeps its finger on the pulse and develops the right products and features.

7. Ideas – Having an open ideas board ensures we get the latest thinking and an immediate sense of the urgency on implementing specific suggestions.

The philosophy which underpins the giffgaff community

Our model is much more than just customer support

Customer Service

Proposition Development

Ideas on any aspect of company development

Marketing

Technology & Testing

And your community forum is the main way ‘through the wall’

Simplicity of layout and navigation – critical to success

We are rooted in Social.

Integrating social networks & the community(Community seamlessly integrates into Facebook & Twitter)

SOCIAL CUSTOMER SERVICE

Why is social customer service important?

• For every customer that complains, at least 25 will not

• 85% will return if their issue is resolved promptly vs91% won’t return if issue isn’t resolved

• Dissatisfied people will tell 8-16 people on the web

– Average # friends on facebook: 150

– Average # twitter followers: 126

Source: Ad-tech conference 21st Sept 2010: http://giff.ly/mUp4H3 ; Business zone: http://giff.ly/md0s0B ; Facebook http://giff.ly/io6C07 ; Guardian http://giff.ly/kfoZlI

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90% of online

consumers worldwide trust recommendations from people they know

70% trust consumer

opinions posted online

Source: Business zone: http://giff.ly/md0s0B

75% of customer queries can be resolved by the Community.

100% visits

Knowledge base

22.4%

Email an Agent

0.3%

Community

77.1%

Post in Community

0.2%

Search and browse behaviour

Average response time = 2hrs (8am – 6pm)

Average response time = 3 minutes (24/7)

Savings of ~ 75% can be achieved versus a traditional model

Fans promote us, defend us and perform customer service for us on the open net

Community becomes your eyes and ears. And if managed properly will defend you on the wider web

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20

40

60

80

100

Net Promoter Score

Customers are very happy with Community Care, in fact it makes customers happier

Source: giffgaff member survey & NPS website.

NPS is the % of promoters (scoring 9 or 10) less % of detractors (scoring 0 – 6) answering the question “How likely are you to recommend Product X to a friend or colleague?” on a scale of 1-10. Any score over 50 is considered exceptional.

Developing the relationships with the community allows you to reach very high levels of CSAT and NPS

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75

76

77

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79

80

81

Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12

Existing

New

Other Community activity

Proposition Development

Ideas on any aspect of company development

Marketing

Technology & Testing

• People connect on the go and it’s our community that leads the way and supports that• With well over 20 different mobile applications created• And downloads of these applications running into the 100.000’s

Goodybag stand by adamf

Community members have even designed their own Point of Sale

Over 9000+ ideas in two & half years

Over 430+ have been implemented

On average that’s 1 idea every 3 days!

Submit: Great giffgaff ideas

25%+ of connections from existing members

• 25% of connections come from directly trackablemember get member activity.

• Members have created over 150 videos to assist in marketing.

• Members test releases in Beta before they go fully live.

• Members first fulfilled our Microsims demands, by creating an order platform, cutting out micro sims and sending them to our prospects on behalf of giffgaff. Now they send out Nanosims. 35,000 so far have been send out.

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The igaff iPhone app – 100% created by giffgaff community

Member get

Member 25%

Primary, 75%

% of gross connections

We gave back £2.9m to members in 2012

How it all fits together:A social customer journey

Hears about gg on twitter

Goes to forum –gets answers at

10.30pm

Orders a SIM using MGM –from Join

part of forum

Activates and starts helping on

forum

Blogs about gg on his own blog –links in forum

Blogs & forum posts again when he gets Payback

Tweets regularly –and tweets

appear in forum feed

“Only a few weeks later, I seriously started looking at giffgaff, a company I'd been told about by @monkeyonahill.”

“As such, if a member refers a friend, they each get £5! (I got mine thanks to @appleboyy).”

In 2 weeks…• 3 hours online• 25 assists• 3 accepted solutions• 400 page views

Case Study of giffgaffmember Dantup

Vincent BoonChief of Community@VincentBoon

giffgaffwww.giffgaff.com@giffgaff