MSM 10 - 22 November 2010

1. 1
USING SOCIAL MEDIA TO IMPROVE
CUSTOMER EXPERIENCE
Case Study with Carphone Warehouse

2. 2
Introductions
Rob Jardine
Carphone Warehouse
Mark Rogers
Market Sentinel

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
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
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
Enter Social Media Monitoring
Structured Surveys
Social Media Monitoring
Richer data
about the
customer
experience

7. 7
Social Media Strategy
• Monitoring
• Measurement
• Reporting

8. 8
Social Media Monitoring
Market Sentinel picks up every tweet, blog post, review and
webpage that talks about Carphone Warehouse.

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
Social Media Trendspotting
Social media picks up common themes of conversation around
Carphone Warehouse.

11. 11
Social Media Trendspotting
Is Android set to take
off above the rest?

12. 12
Social Media Storytelling
Beyond metrics and measures, social
media monitoring tells a story.
“It’s a good read.”

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,
www.twitter.com

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
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, parcelforum.co.uk

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.