presentation: put a social lens on customer experience
TRANSCRIPT
80% of online Americans
say that online reviews help them decide whether or not to purchase a product. Ipsos 2012
80% of online Americans
say that online reviews help them decide whether or not to purchase a product. Ipsos 2012
IGNORE
You can NOT IGNORE the Social Conversation
WHAT ARE PEOPLE SAYING ONLINE?
Social Reputa-on Score (SRS) =
% Posi-ve Comments -‐ % Nega-ve Comments
SRS
SATISFACTION SCORES IN AMERICA
50 =
SATISFACTION SCORES IN AMERICA
90
= 50
-‐15 There is a huge varia-on in
brand Success
Industries
SRS (Social Media)
1. Hotels 76 2. Retailers 52 3. Auto 51 4. Consumer Electronics 49 5. Mobile Service Providers 48 6. Insurance 36 7. Airlines 35 8. Shipping 32 9. Banks 29
Industries SRS
(Social Media) MIN MAX
1. Hotels 76 51 91 2. Retailers 52 27 89 3. Auto 51 42 62 4. Consumer Elec. 49 25 71 5. Mobile Providers 48 34 60 6. Insurance 36 9 61 7. Airlines 35 15 43 8. Shipping 32 29 35 9. Banks 29 -15 51
Industries
SRS (Social Media) MIN MAX
1. Hotels 76 51 91 2. Retailers 52 27 89 3. Auto 51 42 62 4. Consumer Elec. 49 25 71 5. Mobile Providers 48 34 60 6. Insurance 36 9 61 7. Airlines 35 15 43 8. Shipping 32 29 35 9. Banks 29 -15 51
Industries
SRS (Social Media) MIN MAX
1. Hotels 76 51 91 2. Retailers 52 27 89 3. Auto 51 42 62 4. Consumer Elec. 49 25 71 5. Mobile Providers 48 34 60 6. Insurance 36 9 61 7. Airlines 35 15 43 8. Shipping 32 29 35 9. Banks 29 -15 51
Industries
SRS (Social Media)
CXI (Surveys)
1. Hotels 76 82 2. Retailers 52 79 3. Auto 51 na 4. Consumer Electronics 49 74 5. Mobile Service Providers 48 65 6. Insurance 36 73 7. Airlines 35 67 8. Shipping 32 77 9. Banks 29 71
SO WHAT?
WINNERS
1. Nurture a community of fans
2. Manage Social Media crisis
4. Set-‐up Processes for efficient response programs
3. Customer support through social media
WINNERS
MARKETING
PR COMPLIANCE
SUPPORT
WINNERS
MARKETING
PR COMPLIANCE
SUPPORT
REAL CUSTOMER SATISFACTION
CHINA (-‐25%)
EUROPE (25%)
US (50%)
REAL CUSTOMER SATISFACTION
LOSING CUSTOMERS
Key Take Aways
1. Ignoring Social Conversa-ons Means Lost Customers 2. Percep-on is Becoming Reality 3. There is a Race to Become Socially and Customer Driven 4. Building a Social Enterprise is a Defined Path to Social Media Success
Social Intelligence Providing Analytics and Engagement Across the
Enterprise
LISTEN ENGAGE
ANALYZE
SOCIAL MEDIA DNA. Listening to Fuel the Enterprise
PR Identify a potential crisis before it spreads. Establish a direct dialogue with the key journalists, bloggers, etc. Engage in real-time to communicate directly with consumeres.
CUSTOMER SERVICE Improve customer satisfaction. Establish real-time communication between your brand and consumers to improve service and sales.
MARKETING Build a community of brand advocates and identify key influencers and key influencial websites to improve targeting and gauge the impact of campaigns.
MARKET RESEARCH Analyze online conversations, opinions, wants and needs, for a brand or topic. Identify a brand’s strengths, weaknesses, opportunities for improvement, and measure competitor presence and progress.
SALES Identify new prospects for lead generation and provide new product info, news, and promotions. Use social intelligence to understand consumer wants and needs to integrate into sales materials and pitches.
HR Control brand image and reputation. Identify new candidates and communicate directly to facilitate the hiring process.
