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Module 3 Adapative Customer Experience Final

Module 3 Adapative Customer Experience Final






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  • The consumer need to be “connected” is stronger than ever.And in a virtual world that “connection” is satisfied and enabled by the internet and social media – where consumers are turning at unprecedented rates. At the same time, our businesses are under more scrutiny than they’ve ever been – by our governments, and by the consumers themselves. Organizations are fighting to maintain their brand health and to keep pace with how fast information travels online. Brands are literally built and taken down over night. And the power of the consumer is greater than it has ever been with the internet and social media being the world’s largest “global soapbox” from which consumers are talking.
  • 1.5 B people around the globe are online with 600,000 of them on social media. Social media is big and ubiquitous. And lest we think this is an activity which is unique to our nieces and nephews… it’s happening across all demographics and age bands with the 35+ group being one of the fastest growing demographics, in fact. From choosing a hotel on the other end the planet, through to getting input on which doctors to go so and politicians to vote for, consumers are turning to social media at unprecedented rates to shape their decisions. Consumers are putting less stock in what companies say about themselves, and asking their ‘friends’ and networks what they think before they act, and before they buy. And that rather public evaluation of our brands has the ability to impact our brand health more than it ever has. So, if the real brand sentiment regarding our companies is “out there,” how do we get our arms around the data and tap into it? The answers are in the data….
  • When we think social media often the first thing that comes to mind is “facebook” and “twitter,” but social media is much broader than that. Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online.It can range from wikis to blog platforms to video platforms. When SAS says social media, we mean the sum of all social mediums that is out there. We define it that way because consumers today aren’t restricted to one vehicle or platform. They interact where they interact. And for business people the natural question becomes, how do I tap into the full range of what is being said to better understand the forces affecting my business and the opportunities for improvement?
  • - accessing open sourced "bad word lists" "common spam phrases and sources" (e.g. coupon chatter)need to track rule changes so people can report on it... audit trail...only admin users allowed
  • Address the consumer’s service issues and questionsMitigate or respond to negative comments or threatsReinforce a customer’s positive sentimentBroadcast comments to other customersReward with offersFacilitate customer consideration process e.g. consumer comparing hotel options for a vacation

Module 3 Adapative Customer Experience Final Module 3 Adapative Customer Experience Final Presentation Transcript