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Put a Social Media Lens on Customer Experience

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The digital revolution has provided organizations with an unprecedented opportunity to reach their consumer base on the web, and then listen and engage at their point of need. Organizations need to …

The digital revolution has provided organizations with an unprecedented opportunity to reach their consumer base on the web, and then listen and engage at their point of need. Organizations need to prioritize social media strategies, drive direct consumer engagement and transform customer experience by putting the customer at the center of business strategies.

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  • We measured online satisfaction through a very simple score called the SRS
  • So we are looking at the winners … - What are the common patterns .. We found 3
  • Common Patterns from those that succeed!
  • Perceived reputation and the real reputation are converging
  • Perceived reputation and the real reputation are converging
  • Perceived reputation and the real reputation are converging
  • Transcript

    • 1. Put a Social Media Lens on Customer Experience
    • 2. IS PERCEPTION REALITY ?
    • 3. WHAT ARE PEOPLE SAYING ONLINE?
    • 4. Social Reputation Score (SRS) = % Positive Comments - % Negative Comments SR S % - % =
    • 5. 31= SATISFACTION SCORES Theoretical Max 100 Theoretical Min -100
    • 6. 90 -81 … within & between industries … within & between countries 31= There is a huge variation in brand success… SATISFACTION SCORES
    • 7. OVERALL SRS (Social Media) 1. Hotels 70 2. CPG 52 3. Consumer Electronics 41 4. Auto 39 5. Insurance 34 6. Entertainment 28 7. Internet / Web 26 8. Banking 24 9. Telecom 19 10. Airlines 17
    • 8. SRS MIN MAX 1. Hotels 70 -4 90 2. CPG 52 -19 88 3. Consumer Electronics 41 -4 76 4. Auto 39 -51 65 5. Insurance 34 -40 87 6. Entertainment 28 -34 54 7. Internet / Web 26 -34 74 8. Banking 24 -81 56 9. Telecom 19 -32 57 10. Airlines 17 -57 60 VARIANCE WITHIN INDUSTRY
    • 9. VARIANCE WITHIN INDUSTRY SRS MIN MAX 1. Hotels 70 -4 90 2. CPG 52 -19 88 3. Consumer Electronics 41 -4 76 4. Auto 39 -51 65 5. Insurance 34 -40 87 6. Entertainment 28 -34 54 7. Internet / Web 26 -34 74 8. Banking 24 -81 56 9. Telecom 19 -32 57 10. Airlines 17 -57 60
    • 10. VARIANCE WITHIN INDUSTRY SRS MIN MAX 1. Hotels 70 -4 90 2. CPG 52 -19 88 3. Consumer Electronics 41 -4 76 4. Auto 39 -51 65 5. Insurance 34 -40 87 6. Entertainment 28 -34 54 7. Internet / Web 26 -34 74 8. Banking 24 -81 56 9. Telecom 19 -32 57 10. Airlines 17 -57 60
    • 11. SRS (Social Media) CXi (Surveys) OVERALL 31 71 SRS vs. CXi What accounts for difference?
    • 12. SRS (Social Media) CXi (Surveys) OVERALL 31 71 Insurance 34 73 Banking 24 71 Telecom 19 65 Airlines 17 67 SRS vs. CXi 1. Hotels 70 82 Most prominent similarity:
    • 13. SO WHAT?
    • 14. 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
    • 15. WINNERS MARKETING PRCOMPLIANCE SUPPORT
    • 16. WINNERS MARKETING PRCOMPLIANCE SUPPORT
    • 17. PR Identify a potential crisis before it spreads. Establish a direct dialogue with key journalists, bloggers, etc. Engage in real- time & communicate directly with consumers. CUSTOMER SERVICE Improve customer satisfaction. Establish real-time communication between your brand and consumers to improve service and sales. MARKETING/ADVERTISING Build a community of brand advocates and identify key influencers and key influential websites to improve targeting and measure 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. Understand consumer wants and needs to integrate into sales strategy and pitches. COMPLIANCE Verify that all social media initiatives are compliant with industry regulations. SOCIAL INTELLIGENCE BUILT AT ENTERPRISE SCALE
    • 18. CONNECT COLLABORA TE ANALYZE LISTEN SOCIAL CONNECTED Make Social Integral to Business Strategy DELIVER AT SCALE The right data to the right people at the right time. FUEL BUSINESS INTELLIGENCE Actionable Insights. Prove Business Value. BE SOCIAL DRIVEN It all starts with the DATA. SOCIAL INTELLIGENCE Building a Social Business
    • 19. SURVEY-BASED CUSTOMER SATISFACTION CHINA (-25) Maximum 100 Minimum -100
    • 20. CHINA (-25) EUROPE (28) SURVEY-BASED CUSTOMER SATISFACTION Maximum 100 Minimum -100
    • 21. CHINA (-25) EUROPE (28) US (33) SURVEY-BASED CUSTOMER SATISFACTION Maximum 100 Minimum -100
    • 22. LOSING CUSTOMERS SURVEY-BASED CUSTOMER SATISFACTION
    • 23. KEY TAKE AWAYS 1. Social Perception  Brand Reality 2. Ignoring Social Conversations  Lost Customers 3. Brands are Racing to Be More Socially and Customer Driven 4. Defined Enterprise Social Strategy  Better CX
    • 24. SOCIAL INTELLIGENCE. BUSINESS RESULTS.
    • 25. @SYNTHESIO SYNTHESIO.CO M OUR RESEARCH CLIENT STORIES OUR BLOG