CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.

1. The Power of Knowing her Next Move
Real-Time Customer Experience Management

2. Customer Commitment Framework / 2
What if you could
predict your future?
There is no crystal ball in business, but there is a rich world of data rife with
intelligence that you can mine to better inform your business strategy, product
development and customer interactions. With the right data you can create a
360-degree view of the customer that gives you the holistic insights to impact
your business and influence your customers’ behavior. You can look backward,
forward—and most importantly—to make predictions about how your
customers shop, share and advocate for you.
Inform Your Business Strategy

3. Customer Commitment Framework / 3Customer Commitment Framework / 3
What data are you using to
make business decisions?
Nearly 90% of the data in the world has been
created in the last two years alone—social and
mobile data account for a large part of that.
This dataset is highly scalable, constantly
updating and user generated. By analyzing
and deriving insights based on social data,
you give your business a real-time, non-biased
view of your customer and their experiences.
What customers say they do in the social
sphere accurately predicts their behavior in
the real world. Their online activities and
conversations illustrate in real-time what
matters the most to them. Modeling these
unstructured conversations provides a deep
and holistic understanding of that experience.
The key is zeroing in on the conversations
that matter. Ultimately, this gives you a way
to be more nimble than ever before—trends,
customer requests, etc.—to the factors that
influence opinion and your brand. This means
that you can adjust your strategy while a
campaign, program or launch is running
instead of waiting for post-event results.
Social Intelligence
targeted & actionable
Relate events and activities to a specific
point in time
user-generated & unsolicited
Learn what your customers really
think and feel
competitive intelligence
View conversations about your competitors’
brands and products
Responsive & scalable
Collect and respond to insight in
real-time, globally
longitudinal & predictive
Look back and see the future
01
02
03
04
05
the value social
data brings

4. Customer Commitment Framework / 6
80% of businesses believe their
customer experience is superior,
while only 8% of customers agreed1
Your customers encounter varied experiences
along their journey to purchase or engage
with you. Whether they have positive
experiences or run into roadblocks, these
interactions lead them to choose one product,
service or brand over another. Taking action
to improve the experiences your customers
have within that journey can convert them
from shoppers to customers, and then to
advocates.
By modeling against competitors’ best practices
while continuously monitoring, identifying
and removing roadblocks and reinforcing
what you are doing right, you gain significant
competitive advantage. You easily shorten
the purchase cycle and ensure constant
relevance for your products and services as
markets and customer needs change. This way
of managing the customer experience
enables you to make better-informed and
faster decisions around value propositions,
brand strategies, and more importantly
how to engage customers.
1
Bain & Company survey
The Customer Experience

5. Customer Commitment Framework / 7
Sprint Strengthens Business
Customer Offers with the Help
of Social Data
In order to bring a new mobile device to the business market in an innovative
and compelling way, Sprint needed to find a differentiated approach to draw
business customers in—and convert them to contract holders. By looking at
how businesses make technology purchasing decisions, the key players in the
purchase process and the typical process as a whole, Sprint would be equipped
to tailor solutions for the business consumer and their organization.
Comparison to Conversion
Looking at conversations that business consumers
were having, we compared Sprint with three
competitors to see how the brands each ranked.
Next, we looked at how Sprint’s new mobile device
stacked up against competitive devices to see if the
business community had an affinity to one over
another. This approach enabled us to evaluate the
competitive mobile landscape, apply metrics and
identify opportunities.
Armed with analysis and insight from our social
data, Sprint was able to align its go-to-market
approach with the needs of the business customer.
Acting as a partner instead of a vendor, Sprint was
successful in converting customers and also in
demonstrating its ability to listen and change
with their needs.
We [Sprint] were able to
successfully identify the
best path and process for
delivering solutions tailored
to the needs and objectives
of our business consumers,
while also serving the needs
of their businesses.
- Jan Curry
Group Manager – Addressable Marketing
“
Case Study

6. Customer Commitment Framework / 9
A valuable customer is one that
is committed to buying products
or services, sharing content
and advocating brand
Too often customers don’t ask for what they
want, and rarely do they behave in the way
you expect them to. As your customers move
through the process of connecting with
your offerings, it’s important to assist them
throughout their journey. From shoppers to
customers, and then from customers to
advocates, the journey is more than just a
path to purchase; it’s product research, price
comparison, value comparison and even
customer satisfaction long after the purchase
has been made.
Taking a walk in your customers’ shoes can
provide a rich, contextual view into what a
customer is experiencing in that journey. It
helps you locate and remove barriers blocking
them, and to enhance the enabling factors
driving your customers along the way.
The Customer Journey

7. Raising awareness, converting
shoppers into customers, and
customers into advocates
Fueled by our customers’ desire to get a deep, detailed understanding of the customer journey
and how to impact the quality of it we developed the Customer Commitment FrameworkTM
.
The Customer Commitment Framework helps you to understand what your customers care
about, the reasons behind their actions, their attitudes and triggers for their behaviors, and
translate these experiences into strategic opportunities. We do this by measuring three
customer journeys: the Shopping Journey, the Sharing Journey and the Advocacy Journey.
The Shopping Journey
From point of awareness to point of sale you need to focus on
moving customers through the purchase cycle seamlessly by
removing roadblocks and reinforcing what’s working.
The Sharing Journey
To transform your primary audience into broadcasters of your
message, your focus should not just be on the quality of your
content, but also the how, where and when of it. Enabling your
primary audience to share content in the right channel, time
and place magnifies your market presence.
The Advocacy Journey
Powering “Word of Mouth” referrals means understanding
what your customers encounter as they connect with your
offerings and enhancing your brand’s perception to encourage
them to actively promote you.
Customer Commitment Framework / 12
The Customer Journey

8. Customer Commitment Framework / 13
Using Social Intelligence to
Find New Markets
Tablet devices are a rapidly growing category in the U.S. market, as evidenced
by the increasing variety of devices available. We wanted to take a closer look
at how tablets are doing globally, specifically to identify where there may be
new opportunities for manufacturers in markets they had yet to engage with.
Using our Customer Commitment Framework social intelligence we delved
into the specific nuances of individual geographies, opportunities and strategies
for engaging with consumers. Through our analysis of the tablet market
around the globe, we identified a few top markets Barnes & Nobles’ NOOK®
would likely be successful in, what to say in those markets, and how best to
launch in order to maximize adoption.
Conversations into commitment
In looking at social media conversations related
to tablets across the globe, we were able to hone
in on markets ready and open to a new device.
Converting shoppers ready to purchase in these
markets would require a campaign promoting the
device through the use of well-structured, localized
language messaging and content for each.
Instead of pushing for the NOOK to be a success in
over-saturated markets, we identified Germany and
France as ripe with customers looking for a tablet
such as the NOOK. The Spanish-speaking areas of
the U.S. also came to the forefront as a large
market opportunity.
Additionally, our research highlighted just how
fragmented the tablet market is and the lack of
differentiation between products or services of
major technology brands—especially in how they
speak about themselves to consumers. There is
opportunity for Barnes & Noble to take a lead by
differentiating itself from competitors at a local
level in order to stand out and to maximize
conversions from other tablets to the NOOK.
By analyzing global
conversations from tablet
leaders like Apple, Amazon,
ASUS, Sony, and Barnes &
Noble we were able to assign
a unique Product Commitment
Score to each device.
This measure is able to
predict and enable
purchasing behavior
“
Case Study
SDL analysis of publicly available data;
not commissioned by any representative clients.

9. Customer Commitment Framework / 15
The Customer Commitment Framework in Action
The Customer Commitment
Framework in action
The Customer Commitment Framework
combines a patented metric system
comprised of key performance indicators for
the customer journeys coupled with a set of
diagnostics. This gives you illustrative insight
before, during and after activities and enables
you to more easily and quickly guide your
customers through their journeys. And we
give it to you in an easy-to-view dashboard
customized with the social datasets specific to
your company, competitors and industry.
Customer Commitment Framework
• KPIs - in the form of scores that model
and predict customer behavior
• Customer Experience & Journey Mapping -
aligning the KPIs against specific,
measurable steps in the customer journeys
• Contextual Customer Segmentations -
highlighting the valuable customer targets
groupings for optimal focus
• Customer Personas Mapping - providing
a comprehensive and deeper level of under-
standing of the behaviors and emotional
drivers for the identified contextual
customer segments
the customer commitment framework
KPIs
ContextualCustomerSegmentatio
ns
Custom
er
Experience & Journey
M
apping
CustomerPersonasMapping

10. Put Data-driven Strategy into Action
It all leads to increased
business
Enabling your customer to travel more seamlessly through their journeys is a win-win
for everyone. With the Customer Commitment Framework you can model best practices,
build playbooks, align KPIs, and while executing ensure you are measuring, monitoring
and pivoting for optimum results. This gives you the illustrative insights you need before,
during and after activities, whether that’s a product launch, advertising campaign,
brand initiative or any number of other business impacting activities. When you put a
data-driven strategy into play you greatly improve experiences for your customers and
create competitive advantage for you.
Customer Commitment Framework / 18
The Customer Commitment Framework in Action
Model best practices
Review where you rank against your
top competitors to validate your
position and get the perspective
necessary to model best practices.
Build playbooks
Use the insights and best practices
to create prescriptive guidance that
illustrate key audience personas,
campaign strategy, predictive insight
and approaches to improving the
customer journey at each step.
Align and execute
Put your plans for market, product
and/or corporate initiatives into
action and assign appropriate key
performance indicators to measure
and track performance.
Measure, monitor, pivot
Continuously review the health of your
active initiatives by measuring and
monitoring so you can be proactive,
make mid-stream course corrections
and impact the customer’s actions
resulting in your desired outcomes.
01 02
03 04

11. Customer Commitment Framework / 19
You can predict the future
When you listen, analyze and react to customer needs in real-time you shorten
the purchase cycle, ensure constant relevance and remove the chasm between
gaining insight and getting to action. The SDL Customer Commitment
Framework enables data-driven, real-time decision making to holistically
enhance the customer experience—ultimately letting you drive customer
behavior and impact your business success. Using it, you have a measurement
system to target investments and activities for continual improvement. Isn’t it
time to do more than just manage the customer experience?
Start predicting your—and your customer’s—future.
The Customer Commitment Framework

12. Customer Commitment Framework / 22
Learn more about impacting your customers’ experience and
driving your business objectives with our Customer Commitment
Framework at www.sdl.com/si
About SDL Social Intelligence
SDL Social Intelligence provides enterprise customers with real-time
insight and foresight to optimize customer experience. The Customer
Commitment FrameworkTM
enables global brands to develop and
measure product, brand and engagement strategies to drive growth
and increase revenues.
Copyright © 2013 SDL PLC. All Rights Reserved. All company product or service names referenced
herein are properties of their respective owners.
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