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Sponsored by Netbase: Go beyond social to find the voice of your consumer, Digiday Brand Summit, December 2016

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Mike Baglietto presentation at DBS in Park City, Utah, December 2016

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Sponsored by Netbase: Go beyond social to find the voice of your consumer, Digiday Brand Summit, December 2016

  1. 1. Go Beyond Social to Find the Voice of Your Customer December 5th, 2016DIGIDAY BRAND SUMMIT
  2. 2. 1Why Customer Experience Matters 20% Increase Customer Satisfaction 15% Can lift revenue by up to 20% And lower the cost of serving customers by as much as
  3. 3. 2CEO Prioritize Customer Experience Initiatives 37% of CEOs Identify Customer Experience Management as a top priority investment over the next 5 years. Source: Gartner CEO Survey
  4. 4. 3The Customer Journey Awareness • Twitter • Facebook • Instagram • Product Reviews Research • Website • Communities • Product Reviews • Blogs Purchase • Surveys • Forums • Web feedback Upsell Use Support • Reviews • Voice • Online Chat • Emails Churn
  5. 5. 4The Customer’s Expectation is Growing 48% of Americans expect brands to know them and help them discover new products or services that fit their needs. 63% of customers say they been disappointed by a brand and 23% said they wouldn’t engage with that brand again after a bad experience.
  6. 6. 5 • Born 1948; grew up in England • Married twice • 2 children • Successful in business • Wealthy Person 1 • Born 1948; grew up in England • Married twice • 2 children • Successful in business • Wealthy Person 2 The Traditional Approach Doesn’t Work Any More Ozzy OsbournePrince Charles
  7. 7. 6But, Understanding Customer Data is Very Complex Data is Everywhere Its’s Growing Rapidly It’s Mostly Unstructured 90% Unstructured
  8. 8. 7 Goal is to Use Data to Drive the Best Customer Experience • Awareness • Brand Health • Crises • Demand Gen. • Purchase • Service • Satisfaction • Support • Retention • Loyalty • Use • Research • Sell • Upsell • Testimonials Marketing Operations Product Dev SalesCustomer Care
  9. 9. 8Customer Experience Data Comes From All Sources Marketing Operations Product Dev SalesCustomer Care • Awareness • Brand Health • Crises • Demand Gen. • Purchase • Service • Satisfaction • Support • Retention • Loyalty • Use • Research • Sell • Upsell • Testimonials
  10. 10. 9As Result Most Companies Lack a Single Aggregated View Marketing Operations Product Dev SalesCustomer Care • Awareness • Brand Health • Crises • Demand Gen. • Purchase • Service • Satisfaction • Support • Retention • Loyalty • Use • Research • Sell • Upsell • Testimonials
  11. 11. © 2016 NetBase Solutions - CONFIDENTIAL 10The NetBase Strategy Our mission is to enable the vision… “customer data informs every aspect of your business”
  12. 12. 11Transform Customer Data from Any Source Fuel Every Aspect of Your Business Social Media Customer CareDigital Channels Survey Systems CRM
  13. 13. 12NetBase Best-of-Breed Platform Open API NetBase Aggregates and Delivers Insights on All Sources of Data
  14. 14. Benefits of a Data Driven Customer Experience 13 Boost Campaign Performance Respond to Crises in Real Time Lower Customer Care Costs Improve Brand Health Maximize Product Launch Results Drive Customer Acquisition and Retention © 2016 NetBase Solutions.
  15. 15. 14Proven to Deliver Value Taco Bell extends campaign reach by 4X Marketing Care OperationsProduct Development Sales Company Lassen drives $3.8M in New Product Sales UMG increases sales by 20% T-Mobile handles 4X cases and improves customer satisfaction A quick serve chain increased sales by 3% outpacing industry
  16. 16. 15Success Stories for Marketing & Customer Care Taco Bell Extends Campaign Reach by 4X “…We’ve found that we could engage with our customers on a deeper, more human level that further drives them to be brand champions.” Mihir Minawala Manager, Social, Industry & Competitive Intelligence 4X extended reach 2.5X higher retweet rate 20% higher purchase rate “By having data and analytics from NetBase, we’ve been able to change several business processes.” Michelle Mattson Director of Social Media T-Mobile Handles 4X Cases and Improves Customer Satisfaction Handle 4X support cases 494% growth in social links 845% growth of fan base
  17. 17. 16Success Stories for Customer Acquisition and Brand Health 20% growth in sales New social marketing strategy Won share of voice UMG Increases Sales by 20% while Boosting Campaign Performance “Changing our approach … brought home the win for our artist, resulted in a 20% increase in record sales, and forever changed how we look at our marketing campaigns.” Tony Grotticelli Director of Digital Development & Analytics #1 share of voice 800K Instagram followers 90% brand sentiment Stance Socks Gains #1 Share of Voice & Improves Brand Health “Without the marketing budget of our larger competitors, the Punks and Poets program has been crucial in building brand loyalty and making Stance the leader in the sock industry.” Brett Sirianni Associate Director of Social Media
  18. 18. 17Success Stories for Operations & Product Launch A Quick Serve Chain Increased Sales by 3% Outpacing the Industry Lassen Drives $3.8M in New Product Sales Monitored customer feedback for its largest product launch in 40 years. NetBase provided real-time awareness and helped the company detect and act on ingredient outages and incorrect information about product availability. The company served more product and increasing sales by 3% outpacing industry numbers. “The marketplace is mandating exceptional levels of customer experiences…Social and digital insights provide the best way to … a significant competitive advantage to innovators.” Nicholas Webb CEO 3% increase in sales per location Detected operational issues in real-time Amplified launch through fans 63% less design time Sold out of initial product run $3.8M increase in sales
  19. 19. 18 NetBase is the Only Platform that Lets You Gain a unified view of your customer for all customer experience stakeholders Analyze data for all customer feedback and experience channels Get instant insights into the root cause of customer issues with patented NLP Streamline implementation for central teams or global rollouts
  20. 20. © 2016 NetBase Solutions - CONFIDENTIAL 19Trusted By The World’s Top Brands
  21. 21. 20 Key Take Aways An increase in customer experience translates to large value and CEOs are investing to make that a reality Break down the data and department silos to enable consumer data to fuel every aspect of your business Organizations are making use of this approach and they are starting to see immense value Find a solution that can support your needs to be the center of truth of customer experience data
  22. 22. Thank you

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