Customer experience—the sum of interactions a customer has with your brand over their entire relationship with you—is the competitive advantage in this era of social business even more than an innovative product or service. This includes researching solutions, evaluating options, and comparing prices. That’s why it’s important to harness social data and analytics. It provides a wealth of insight to help give customers the information they need through the customer lifecycle, across all touch points. Join our panel of experienced customer experience leaders and us on this live, one-hour webinar. We’ll discuss: · How sharing data cross departmentally can create a better customer experience · Identifying the nature of customer interactions with context clues, like caller ID and website visits, to help provide responsive customer service · Allocating resources to customer experience based on business value and need · Aligning customer interactions with ROI

1. How Social Data Powers
Customer Experience
#SMTLive

2. #SMTLive
Thank you to our sponsor
@Clarabridge

3. #SMTLive
Join the Conversation…

4. Adam Oberweiser has enjoyed nearly 20 years of success working in Consumer Experience for the Clorox Company.
His career has spanned everything from answering 800# calls to building Social Media experience solutions. As a
strong believer in the power of consumer feedback, Adam has presented at several Society of Consumer Affairs
Professionals industry conferences. Adam is a proud Bruin and graduated from UCLA, with a BA in History.
Seth Grimes is an analytics strategy consultant at Alta Plana Corporation, located near Washington DC. Seth is also a
leading industry observer, focusing on business intelligence, text and content analytics, and decision support systems.
He is a long-time InformationWeek contributing editor and founding chair of the Sentiment Analysis Symposium and
the Text Analytics Summit conferences. @SethGrimes
Fabrice Martin is Vice President of Product Management at Clarabridge. Fabrice brings to Clarabridge 20 years of
experience in entrepreneurship, product management, marketing, and enterprise software sales, with specific
domain expertise in SaaS/PaaS, data visualization/discovery, Business Intelligence, and analytics for marketing and
contact center operations. Fabrice has participated as keynote speaker and industry evangelist at conferences and
tradeshows across the US, Europe, and Latin America. @Clarabridge
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

5. Customer Experience via Text Analytics
Text analytics decodes customer & market
views…
@SethGrimes

6. Customer Experience via Text Analytics
Text analytics applies natural-language
processing (NLP) techniques to discern –
@SethGrimes
Entities
Topics & Themes
Facts
Sentiment, Opinions, Emotion
Relationships
Context
Identity
– and get at the sense of “unstructured”
online, social, and enterprise information.

7. Customer Experience via Text Analytics
@SethGrimes
Some stats from my market study –
… available free at altaplana.com/TA2014

8. Customer Experience via Text Analytics
What are your primary applications where text
39%
38%
@SethGrimes
comes into play?
16%
15%
27%
25%
29%
33%
38%
0% 10% 20% 30% 40% 50%
Voice of the Customer / Customer
Experience Management
Research
Brand/product/reputation management
Competitive intelligence
Search, information access, or Question
Answering
Customer service/CRM
Content management or publishing
Online commerce including shopping, price
intelligence, reviews
Life sciences or clinical medicine

9. Customer Experience via Text Analytics
What textual information are you analyzing or do
@SethGrimes
22%
20%
19%
16%
20%
26%
32%
31%
31%
38%
37%
36%
42%
61%
0% 10% 20% 30% 40% 50% 60% 70%
blogs (long form+micro)
news articles
comments on blogs and articles
customer/market surveys
on-line forums
Facebook postings
scientific or technical literature
online reviews
e-mail and correspondence
contact-center notes or transcripts
employee surveys
chat
social media not listed above
Web-site feedback
2014
2011
2009
you plan to analyze?

10. Facebook and Twitter are good but there’s more…
Facebook
10
• Reflective descriptions of
events or issues
Twitter
• Quick reactive posts
Blogs
• Stream of consciousness
experiences with
products, services
Forums
• Advice seeking and
sharing about products
Review Sites
• Descriptive and detailed
reviews of products and
services
YouTube
• Ads, video reviews and
how to’s of products
Images
• Brief captions revealing
uses, failures, successes
of products
News Sites
• Headlines and matter of
fact reporting

11. Real Stories…
11

12. Real Stories…
12

13. Real Stories…
13

14. Real Stories…
14

15. How Social Data Powers Customer Experience Success
Adam Oberweiser
Clorox Consumer Affairs

16. Our Social Media Service Vision
• Turn our social media consumers into brand evangelists
• Drive the business Influence
16
• Be wherever they are, however Listen they want to talk to us
• Respond meaningfully to every meaningful
conversation on our brands Engage
Brand evangelists? How?
Exceptional service, just right for our brands and just right for social media
Why?
Because we want them to
contact us?
Why?
1. More engaged, connected
consumers
2. We learn from them
3. Opportunity for us to help them

17. Responding To Every Meaningful Conversation takes
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18. I don't know if I have
enough Clorox wipes
@JonahLupton This is a
lesson in #social listening- I
wonder if Clorox or Mr.
Clean are listening?
Finding Them

19. From Another Vantage Point
300000
250000
200000
150000
100000
50000
0
A Month Of Social Posting
Clorox Social Posts Relevant Posts Engageable Posts

20. We Built A Bridge To Close The Gap
1. Listening Platform:
Sends all data into NLP
3. Filtered data sent to
Engagement Platform
2. NLP performs Spam
and NLP Filtering

21. It’s Working
 Efficiently identifying “engageable”
posts
• 70% fewer posts to assess
90000
80000
70000
60000
50000
40000
30000
20000
10000
250
200
150
100
50
0
Pre NLP Post NLP
 Increasing Online Engagement
• +300%
0
Posts Read Pre NLP Post NLP

22. Adam Oberweiser has enjoyed nearly 20 years of success working in Consumer Experience for the Clorox Company.
His career has spanned everything from answering 800# calls to building Social Media experience solutions. As a
strong believer in the power of consumer feedback, Adam has presented at several Society of Consumer Affairs
Professionals industry conferences. Adam is a proud Bruin and graduated from UCLA, with a BA in History.
Seth Grimes is an analytics strategy consultant at Alta Plana Corporation, located near Washington DC. Seth is also a
leading industry observer, focusing on business intelligence, text and content analytics, and decision support systems.
He is a long-time InformationWeek contributing editor and founding chair of the Sentiment Analysis Symposium and
the Text Analytics Summit conferences. @SethGrimes
Fabrice Martin is Vice President of Product Management at Clarabridge. Fabrice brings to Clarabridge 20 years of
experience in entrepreneurship, product management, marketing, and enterprise software sales, with specific
domain expertise in SaaS/PaaS, data visualization/discovery, Business Intelligence, and analytics for marketing and
contact center operations. Fabrice has participated as keynote speaker and industry evangelist at conferences and
tradeshows across the US, Europe, and Latin America. @clarabridge
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and
creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook
Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

23. #SMTLive
Thank you to our sponsor
@Clarabridge

24. #SMTLive
Upcoming Webinar
October 28th
Unleash Your Advocates: Nestle Purina Shares the Secrets
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