Mark Rogers (Market Sentinel) & Robert Jardine (Carphone Warehouse) - Using Social Media to Improve Customer Experience


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MSM 10 - 22 November 2010

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  • Mark Rogers (Market Sentinel) & Robert Jardine (Carphone Warehouse) - Using Social Media to Improve Customer Experience

    1. 1. 1 USING SOCIAL MEDIA TO IMPROVE CUSTOMER EXPERIENCE Case Study with Carphone Warehouse
    2. 2. 2 Introductions Rob Jardine Carphone Warehouse Mark Rogers Market Sentinel
    3. 3. 3 How CPW Measures Customer Experience Research Strategy and Execution Understand consumer needs, customer experience and perception Translate insight into decisions and actions Market Intelligence Identify market trends and consider business implications Analysis Review purchasing patterns and consumer behavior
    4. 4. 4 Customer experience improvement programme Research tools and techniques help us to improve the customer experience Net Promoter Score (NPS) Exit surveys Feedback on interactions Brand tracker Employee forums ‘Back to the floor’ activities Focus groups Structured Quantitative Unstructured Qualitative
    5. 5. 5 Challenges • What are the contexts behind the feedback in these structured surveys? Are we asking the right questions? • What are people actually saying? Are they advocating or criticising the brand? • What are people saying in realtime? And which of these comments matter?
    6. 6. 6 Enter Social Media Monitoring Structured Surveys Social Media Monitoring Richer data about the customer experience
    7. 7. 7 Social Media Strategy • Monitoring • Measurement • Reporting
    8. 8. 8 Social Media Monitoring Market Sentinel picks up every tweet, blog post, review and webpage that talks about Carphone Warehouse.
    9. 9. 9 Social Media Measurement Market Sentinel finds the biggest topics of conversation and measures their activity and sentiment over time. Samsung Android Samsung Galaxy Tab Mobile phone iPhone O2 T Mobile Apple Vodaphone Orange Nokia HTC Desire
    10. 10. 10 Social Media Trendspotting Social media picks up common themes of conversation around Carphone Warehouse.
    11. 11. 11 Social Media Trendspotting Is Android set to take off above the rest?
    12. 12. 12 Social Media Storytelling Beyond metrics and measures, social media monitoring tells a story. “It’s a good read.”
    13. 13. 13 Customer conversation in context • Surveys showed that customer advocacy increases significantly when offered the service • Service was promoted with TV, radio, press and in-store advertising • Lack of mentions in social media suggests that consumer awareness is still low “Loves that angry bird in the new carphone warehouse advert!” - PrincessGagaG,
    14. 14. 14 What customers really say Social media monitoring informed us how people were publicly discussing Carphone Warehouse – you can’t get this from a structured survey. We believe very strongly in the link between customer advocacy and long term business performance. Social media is the real test to see what people are actually saying about us.” - Rob Jardine “
    15. 15. 15 Rapid response to early warnings • Social media monitoring revealed that customer were dissatisfied with delivery options. • The information allowed CPW to flag the issue directly to the business owner who could take action before the issue spiraled out of control. “With [CPW couriers] 90% need a sig and of that 20-30% are addresse only (bloody Carphone Warhouse – pain in the butt!)” - The Jeepster,
    16. 16. 16 The Story Behind the Surveys • Social media analysis helped turn all of the inputs from Carphone Warehouse’s various surveys and reports into a cohesive story, told through the eyes of the customer. • These stories allow Carphone Warehouse to identify which customer experience issues matter most and where they should focus their efforts.