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From complainers to advocates social media & analytics

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Telerx presentation in San Francisco, CA on 5-9-2013 on the role of Social Media customer interaction and engagement, plus the role of advanced analytics in leveraging voice of the customer data

Telerx presentation in San Francisco, CA on 5-9-2013 on the role of Social Media customer interaction and engagement, plus the role of advanced analytics in leveraging voice of the customer data

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  • 1. Turn Complainers into LoyalCustomers…Using Social Media&Voice of the CustomerAnalyticsSpencer GerenTelerxVP, Business Development,Advanced Analytics@Spencer_G2John MacDanielTelerxSr. Director,Voice of the Customer@JohnMacD1GMA 2013 Consumer ComplaintsConference1
  • 2. Everyday, Every InteractionWith Every Customer is a“Moment Of Truth”Telerx - Copyright 2013 - Confidential & Proprietary 2Are YOU making the MOST of each moment?
  • 3. What is a Complaint?Telerx - Copyright 2013 - Confidential & Proprietary 3
  • 4. Engagement vs. Interaction Createdcontent used toencourage acommunity toengage orcomment Listening toyour consumersand providing aresponse totheir comment,question orcomplaintTelerx - Copyright 2013 - Confidential & Proprietary 4
  • 5. Or are we creating consumercomplaints?Are consumers coming to us withcomplaints…Telerx - Copyright 2013 - Confidential & Proprietary 5
  • 6. Telerx - Copyright 2013 - Confidential & Proprietary 6
  • 7. • Once you create your page or account, there is anexpectation from the customer that their comment willbe addressed.SOCIALMEDIATelerx - Copyright 2013 - Confidential & Proprietary 7• And there is an obligation from the brand to providea response
  • 8. Telerx - Copyright 2013 - Confidential & Proprietary 8
  • 9. We can only define how well we are doing whenwe measure ourselves to what the consumerexpectations are…….So what are consumers’ expectations? 56% of customer tweets to companies arebeing ignored. – AllTwitter More than 50% of Twitter users expect aresponse in less than 2 hours – Attensity Of the actionable tweets and Facebook posts acompany gets, only about 20% relate themarketing… the rest are about service. –GenesysTelerx - Copyright 2013 - Confidential & Proprietary 9
  • 10. Within 15Minutes11% Within 5Minutes9%Within a fewdays or so33%Within 30Minutes12%Within 1 hour10%More than 1hour, but latersame day25%- Edison“In general, how soon after you contact abrand, product, or company do you expect toreceive a response?”Telerx - Copyright 2013 - Confidential & Proprietary 10
  • 11. What’s Happening?Telerx - Copyright 2013 - Confidential & Proprietary 1161% - PotentialInteraction87% Did interact13% Did not interact84% Potential Interaction32 % Did interact68% Did not interact78% Of all mentions0% No Twitter presence94% Product Complaints
  • 12. At what point does cost of not interactingmove brands to action?Telerx - Copyright 2013 - Confidential & Proprietary 12
  • 13. Telerx - Copyright 2013 - Confidential & Proprietary 13Your customer is anindividual person.A single person.And EVERYINTERACTIONmatters.
  • 14. To move from complaint to advocacy, don’t think channelstrategy – think Consumer Engagement & Interaction strategy1) Develop a Customer Interactions StrategyTelerx - Copyright 2013 - Confidential & Proprietary 14
  • 15. 3) Get the right people interacting with yourconsumers4) Sync everyone up on strategy, talkingpoints and policiesTelerx - Copyright 2013 - Confidential & Proprietary 152) Partner with the right technology
  • 16. 5) TrainingCustomer Service +Deliver Value to the Customer through Interaction =Earned MediaTelerx - Copyright 2013 - Confidential & Proprietary 16AgitatedAppreciativePassiveAmbivalentInfluencer/AdvocacyInfluencer/DetractorPoor InteractionNo InteractionPositive InteractionInteraction with Purpose:
  • 17. 6) Measure - Link metrics to your objectives so youcan measure your success.Telerx - Copyright 2013 - Confidential & Proprietary 17CustomerExperienceFirst PostResolution(FPR)PositiveAcknowledgment Response(servicesentiment)Percent ofResponse RateAvg FirstResponse RateCorrect InfoProvidedTone/Quality ofResponse –Voice of Brand
  • 18. 8) Don’t avoid the difficult conversations7) Listen to your customer’s message... What are theyreally asking?Telerx - Copyright 2013 - Confidential & Proprietary 18
  • 19. 9) Monitor beyond your pageTelerx - Copyright 2013 - Confidential & Proprietary 1910) Ask if you can be ofassistance11) Be Consistent
  • 20. 12) Confirm you have been ofassistance.13) Be timely.14) Articulate expectations –post service hours.15) Don’t create an angrycustomer where one did notexist.Telerx - Copyright 2013 - Confidential & Proprietary 2016) Before you hit send, ask –customer and communityperception?
  • 21. Why should you do these things?• Even in a negative economy, customerexperience is a high priority for consumers,with 60% often or always paying more for abetter experience. (Source: HarrisInteractive)• 86% of consumers quit doing business witha company because of a bad customerexperience, up from 59% 4 yearsago. (Source: Harris Interactive)• 89% of consumers began doing businesswith a competitor following a poorcustomer experience. (Source: HarrisInteractive)• 59% will try a new brand or company for abetter serviceexperience. (Source: American Express)• The top three drivers for investing incustomer experience management are:• Improve customer retention – (42 %)• Improve customer satisfaction – (33 %)• Increase cross-selling and up-selling –(32 %) (Source: Aberdeen)• Peer recommendations are the mosttrusted source for product information.• Survey of 1000 Crowdtap site membersfound:• 70% said they tried a new product inthe last three months because afriend or family member suggestedit, or posted about it online• 61% did so because a friend orfamily member suggested it to themin person/by phone• 71% of consumers use productinformation from family and friends fordecision making, that’s why socialmedia is at the top of every BrandManager’s list (Source: HarrisInteractive)Telerx - Copyright 2013 - Confidential & Proprietary 21
  • 22. Consumers vs. CustomersTelerx - Copyright 2013 - Confidential & Proprietary 22Analytics helps youunderstand yourcustomers’ behaviorsConsumers are statistics… customers are realpeopleInteractions movescustomers through thepath to Influence.
  • 23. Social Media can create a magnificationeffect on both sides of the spectrum…Telerx - Copyright 2013 - Confidential & Proprietary 23Evangelist(NEG)AmbivalentAppreciativeAdoringAgitatedAngryLoyaltyAbandonWhich way areyour customerinteractionsheading?InfluencerAdvocacy
  • 24. Social Media is a BIG world!Telerx - Copyright 2013 - Confidential & Proprietary 24
  • 25. Telerx - Copyright 2013 - Confidential & Proprietary 25
  • 26. So What is analytics? First is starts with data◦ Data = a measurement of something Analytics is the discovery andcommunication of meaningful patterns indata.◦ Valuable in areas rich with recorded information◦ Relies on the simultaneous application ofstatistics, computer programming and operationsresearch to quantify performance. Analytics oftenfavors data visualization to communicate insight.Telerx - Copyright 2013 - Confidential & Proprietary 26
  • 27. There’s no shortage of DATA!!!!Telerx - Copyright 2013 - Confidential & Proprietary 27It may look like this…But it feels like this!!!Every 2 days we create as much information as we did fromthe dawn of time up to they year 2003.- Eric Schmidt
  • 28. Current businessknowledge, experienceand domain expertiseYour organization’s data,plus social media data,can help un-lock the lessobvious insights aboutyour customers’ desires,intentions and loyalty.What’s hiding in all that data?Telerx - Copyright 2013 - Confidential & Proprietary 28
  • 29. The Case for Connection…AKA “Why do we need analytics?Customer A Customer B Seeks satisfaction but is not brandloyal. High influence within Social Mediaand digital space. Falls into bottom third of revenueproducing customers for yourcompany Represents top 1/3 of your revenuegenerating customers based onannual spending. Does not have Twitter or Facebook. Limited on-line profile or influence. True brand loyalist and offlineadvocate.Telerx - Copyright 2013 - Confidential & Proprietary 29Get busy connecting consumers or get busy dying -John MacDaniel
  • 30. “Not everything that can be countedcounts, and not everything thatcounts can be counted.”- Albert Einstein"The greatest value of a picture iswhen it forces us to notice whatwe never expected to see"-John Tukey, 1977 Exploratory Data ProjectTelerx - Copyright 2013 - Confidential & Proprietary 30Some important guiding principles
  • 31. It’s all about Patterns!!!Telerx - Copyright 2013 - Confidential & Proprietary 31
  • 32. It’s all about Patterns!!!Telerx - Copyright 2013 - Confidential & Proprietary 32YummyDeliciousNew productGet some moreaddictedTastyKid lovesitHealthy
  • 33. The growth of Speech analyticsRecordedVoicedataSocial MediaDataCallCenterDataTelerx - Copyright 2013 - Confidential & Proprietary 33
  • 34. Analytics UsingStatisticalMethodologies:Quantitativeobservations about thebusiness generatedfrom analysis ofdisparate sources ofdataContextual Insights:Insight drawn fromanalysis that resonateswith an intimacy of thebusiness process.Contextual insights rely on INTUITIONTelerx - Copyright 2013 - Confidential & Proprietary 34
  • 35. So… How Do You Start? Start small Let questions help drive next steps Hypothesis-Test and Confirm Find your resources  You have an Excel fanatic…FIND THEM! Organize your data Add to your data• Sales, Marketing, Weather?• This creates interest with other stakeholders Connect your data Market the value of your insight to other departments forcollaborationTelerx - Copyright 2013 - Confidential & Proprietary 35
  • 36. Market Your Message Up and Throughthe OrganizationTelerx - Copyright 2013 - Confidential & Proprietary 36MoreInformationSummaryInformationDept Mgr/VP’sHeadlineInformationC-suite
  • 37. Information Must Flow As Follows:• Assemble the right insight• Get it to the right person• … at the right time• …in the right format• …so they can make the rightobservation &Telerx - Copyright 2013 - Confidential & Proprietary 37TAKE ACTION!!!
  • 38. So Where Do You Go From Here? Remember core objectives…Avoid what looks “COOL” and “scope creep” Avoid making it about the “technology” A dashboard never comes first!!! You can’t run the water until you build theplumbing! If you include analytics vendors remember the firstbullet Laser focus on the value of solving the businessproblem! Remember… it’s about understanding theTelerx - Copyright 2013 - Confidential & Proprietary 38
  • 39. Free Can Really Be Powerful…Telerx - Copyright 2013 - Confidential & Proprietary 39http://www.tableausoftware.com/http://ideal-analytics.com/http://tagcrowd.com/Word Cloudshttp://www.wordle.net/http://www.tagxedo.com/http://www.mrexcel.com/http://chandoo.org/wp/http://support.google.com/fusiontables/answer/2571232?hl=enPublic Analyticshttp://www.youtube.com/watch?v=l0a0dCgFA5g
  • 40. In Conclusion…Telerx - Copyright 2013 - Confidential & Proprietary 40
  • 41. THANK YOU!!!Spencer GerenVP, Business Development, Advanced Analyticsspencer.geren@telerx.com@Spencer_G2--- --- ---John MacDanielSr. Director, Voice of the Customerjohn.macdaniel@telerx.com@JohnMacD1Telerx - Copyright 2013 - Confidential & Proprietary 41

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