The impact of Social Listening

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7 February 2012, N3WStrategy, Amsterdam

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The impact of Social Listening

  1. 1. The impact of social listeningPatrick Lerou & Floris RegouinNPS Event - AmsterdamFebruary 7, 2012
  2. 2. Survey…Confidential NPS Event - Amsterdam, February 7, 2012 2
  3. 3. The consumer journey – traditional waySource: Mckinsey Quarterly - The_consumer_decision_journey Event - Amsterdam, February 7, 2012 Confidential NPS
  4. 4. Online trends 2010 2015 Very high internet penetration in the Online retail market will grow to Netherlands over €6 billion 85% of population active online 80% of Dutch consumers will buy online 70% of online users shopped online Major categories: Average spend €386 per person • Consumer Electronics • Clothing • Event Tickets How now to benefit and keep up with this online growth?source: European Online Retail Forecast, 2010 To 2015, NPS Event - Amsterdam, February 7, 2012 Confidential Forrester
  5. 5. The consumer journeySource: Mckinsey Quarterly - The_consumer_decision_journey Event - Amsterdam, February 7, 2012 Confidential NPS
  6. 6. Social Media actively used to create brand preference for Philips Wake Up The TownConfidential NPS Event - Amsterdam, February 7, 2012 An Arctic Experiment 6
  7. 7. #VTwonenConfidential NPS Event - Amsterdam, February 7, 2012 7
  8. 8. Confidential NPS Event - Amsterdam, February 7, 2012
  9. 9. Confidential NPS Event - Amsterdam, February 7, 2012
  10. 10. Using Social Media channels to engagewith consumers in conversationsConfidential NPS Event - Amsterdam, February 7, 2012 10
  11. 11. The Challenge Global Consumer Care Consumer Care Online 7 Different Case 13 Different 13 Different Mgt / CRM Systems Reporting Standardized Feedback  >50 countries KPIs/SLIs Process  >30 languages Over 130 7 Philips  >30 million web visitorsLocal Contact Online Shops Numbers  >150 million page views Ad Hoc  >15 million software downloads CRM/LoyaltyDirect Link Programs between  >250 thousand surveysWeb and CC Global Service Network  60.000 products supported online worldwide Standardized Training Multiple consumer  5 business product groups databases Multiple Insourced Call 3 Service Networks used 10 Call Center  >30 product categories Vendors Center Ops. for Call Center  Millions of interactions via repairs & exchanges Confidential NPS Event - Amsterdam, February 7, 2012
  12. 12. #Sonicare – The CaseConfidential NPS Event - Amsterdam, February 7, 2012
  13. 13. MethodologyConfidential NPS Event - Amsterdam, February 7, 2012
  14. 14. Confidential NPS Event - Amsterdam, February 7, 2012
  15. 15. 1.511 websites / domainsEXTERNAL DATAINTERNAL DATA 5.718 call logs/NPS free texts Confidential NPS Event - Amsterdam, February 7, 2012
  16. 16. Insights Quality Timer function Right product? Speed Hygiene How to brush? Highly positive perceived Customer Service Battery How does product work?Life expectationConfidential NPS Event - Amsterdam, February 7, 2012
  17. 17. Converting heavy negative detraction into positive sentiment Consumer Care Web NPS Content updates Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.Confidential NPS Event - Amsterdam, February 7, 2012
  18. 18. Reduction call center calls -33% Content updates Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.Confidential NPS Event - Amsterdam, February 7, 2012 18
  19. 19. Lessons learned Consumer Mindset No resources, All insights Testing Language No execution important TestingConfidential NPS Event - Amsterdam, February 7, 2012
  20. 20. @Lerou @FlorisRegouin 06 1056 3078 06 2139 7773 Patrick.lerou@Philips.com Floris.Regouin@Philips.comhttp://nl.linkedin.com/in/patricklerou http://nl.linkedin.com/in/florisregouinConfidential NPS Event - Amsterdam, February 7, 2012 20
  21. 21. 21
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