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From complainers to advocates social media & analytics
- 1. Turn Complainers into Loyal Customers… Using Social Media & Voice of the Customer Analytics Spencer Geren Telerx VP, Business Development, Advanced Analytics @Spencer_G2 John MacDaniel Telerx Sr. Director, Voice of the Customer @JohnMacD1 GMA 2013 Consumer Complaints Conference 1
- 2. Everyday, Every Interaction With Every Customer is a “Moment Of Truth” Telerx - Copyright 2013 - Confidential & Proprietary 2 Are YOU making the MOST of each moment?
- 3. What is a Complaint? Telerx - Copyright 2013 - Confidential & Proprietary 3
- 4. Engagement vs. Interaction Created content used to encourage a community to engage or comment Listening to your consumers and providing a response to their comment, ques tion or complaint Telerx - Copyright 2013 - Confidential & Proprietary 4
- 5. Or are we creating consumer complaints? Are consumers coming to us with complaints… Telerx - Copyright 2013 - Confidential & Proprietary 5
- 6. Telerx - Copyright 2013 - Confidential & Proprietary 6
- 7. • Once you create your page or account, there is an expectation from the customer that their comment will be addressed. SOCIAL MEDIA Telerx - Copyright 2013 - Confidential & Proprietary 7 • And there is an obligation from the brand to provide a response
- 8. Telerx - Copyright 2013 - Confidential & Proprietary 8
- 9. We can only define how well we are doing when we measure ourselves to what the consumer expectations are… ….So what are consumers’ expectations? 56% of customer tweets to companies are being ignored. – AllTwitter More than 50% of Twitter users expect a response in less than 2 hours – Attensity Of the actionable tweets and Facebook posts a company gets, only about 20% relate the marketing… the rest are about service. –Genesys Telerx - Copyright 2013 - Confidential & Proprietary 9
- 10. Within 15 Minutes 11% Within 5 Minutes 9% Within a few days or so 33% Within 30 Minutes 12% Within 1 hour 10% More than 1 hour, but later same day 25% - Edison “In general, how soon after you contact a brand, product, or company do you expect to receive a response?” Telerx - Copyright 2013 - Confidential & Proprietary 10
- 11. What’s Happening? Telerx - Copyright 2013 - Confidential & Proprietary 11 61% - Potential Interaction 87% Did interact 13% Did not interact 84% Potential Interaction 32 % Did interact 68% Did not interact 78% Of all mentions 0% No Twitter presence 94% Product Complaints
- 12. At what point does cost of not interacting move brands to action? Telerx - Copyright 2013 - Confidential & Proprietary 12
- 13. Telerx - Copyright 2013 - Confidential & Proprietary 13 Your customer is an individual person. A single person. And EVERY INTERACTION matters.
- 14. To move from complaint to advocacy, don’t think channel strategy – think Consumer Engagement & Interaction strategy 1) Develop a Customer Interactions Strategy Telerx - Copyright 2013 - Confidential & Proprietary 14
- 15. 3) Get the right people interacting with your consumers 4) Sync everyone up on strategy, talking points and policies Telerx - Copyright 2013 - Confidential & Proprietary 15 2) Partner with the right technology
- 16. 5) Training Customer Service + Deliver Value to the Customer through Interaction =Earned Media Telerx - Copyright 2013 - Confidential & Proprietary 16 Agitated Appreciative Passive Ambivalent Influencer/Advocacy Influencer/ Detractor Poor Interaction No Interaction Positive Interaction Interaction with Purpose:
- 17. 6) Measure - Link metrics to your objectives so you can measure your success. Telerx - Copyright 2013 - Confidential & Proprietary 17 Customer Experienc e First Post Resolution (FPR) Positive Acknowledgmen t Response (service sentiment) Percent of Response Rate Avg First Response Rate Correct Info Provided Tone/Quality of Response – Voice of Brand
- 18. 8) Don’t avoid the difficult conversations 7) Listen to your customer’s message... What are they really asking? Telerx - Copyright 2013 - Confidential & Proprietary 18
- 19. 9) Monitor beyond your page Telerx - Copyright 2013 - Confidential & Proprietary 19 10) Ask if you can be of assistance 11) Be Consistent
- 20. 12) Confirm you have been of assistance. 13) Be timely. 14) Articulate expectations – post service hours. 15) Don’t create an angry customer where one did not exist. Telerx - Copyright 2013 - Confidential & Proprietary 20 16) Before you hit send, ask – customer and community perception?
- 21. Why should you do these things? • Even in a negative economy, customer experience is a high priority for consumers, with 60% often or always paying more for a better experience. (Source: Harris Interactive) • 86% of consumers quit doing business with a company because of a bad customer experience, up from 59% 4 years ago. (Source: Harris Interactive) • 89% of consumers began doing business with a competitor following a poor customer experience. (Source: Harris Interactive) • 59% will try a new brand or company for a better service experience. (Source: American Express) • The top three drivers for investing in customer experience management are: • Improve customer retention – (42 %) • Improve customer satisfaction – (33 %) • Increase cross-selling and up-selling – (32 %) (Source: Aberdeen) • Peer recommendations are the most trusted source for product information. • Survey of 1000 Crowdtap site members found: • 70% said they tried a new product in the last three months because a friend or family member suggested it, or posted about it online • 61% did so because a friend or family member suggested it to them in person/by phone • 71% of consumers use product information from family and friends for decision making, that’s why social media is at the top of every Brand Manager’s list (Source: Harris Interactive) Telerx - Copyright 2013 - Confidential & Proprietary 21
- 22. Consumers vs. Customers Telerx - Copyright 2013 - Confidential & Proprietary 22 Analytics helps you understand your customers’ behaviors Consumers are statistics… customers are real people Interactions moves customers through the path to Influence.
- 23. Social Media can create a magnification effect on both sides of the spectrum… Telerx - Copyright 2013 - Confidential & Proprietary 23 Evangelist (NEG) Ambivalent Appreciative Adoring Agitated Angry Loyalty Abandon Which way are your customer interactions heading? Influencer Advocacy
- 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 and communication of meaningful patterns in data. ◦ Valuable in areas rich with recorded information ◦ Relies on the simultaneous application of statistics, computer programming and operations research to quantify performance. Analytics often favors data visualization to communicate insight. Telerx - Copyright 2013 - Confidential & Proprietary 26
- 27. There’s no shortage of DATA!!!! Telerx - Copyright 2013 - Confidential & Proprietary 27 It may look like this… But it feels like this!!! Every 2 days we create as much information as we did from the dawn of time up to they year 2003. - Eric Schmidt
- 28. Current business knowledge, experience and domain expertise Your organization’s data, plus social media data, can help un-lock the less obvious insights about your 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 brand loyal. High influence within Social Media and digital space. Falls into bottom third of revenue producing customers for your company Represents top 1/3 of your revenue generating customers based on annual spending. Does not have Twitter or Facebook. Limited on-line profile or influence. True brand loyalist and offline advocate. Telerx - Copyright 2013 - Confidential & Proprietary 29 Get busy connecting consumers or get busy dying -John MacDaniel
- 30. “Not everything that can be counted counts, and not everything that counts can be counted.” - Albert Einstein "The greatest value of a picture is when it forces us to notice what we never expected to see" -John Tukey, 1977 Exploratory Data Project Telerx - Copyright 2013 - Confidential & Proprietary 30 Some 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 32 Yummy Delicious New product Get some more addicted Tasty Kid loves it Healthy
- 33. The growth of Speech analytics Recorded Voice data Social Media Data Call Center Data Telerx - Copyright 2013 - Confidential & Proprietary 33
- 34. Analytics Using Statistical Methodologies: Quantitative observations about the business generated from analysis of disparate sources of data Contextual Insights: Insight drawn from analysis that resonates with an intimacy of the business process. Contextual insights rely on INTUITION Telerx - 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 for collaboration Telerx - Copyright 2013 - Confidential & Proprietary 35
- 36. Market Your Message Up and Through the Organization Telerx - Copyright 2013 - Confidential & Proprietary 36 More Informatio n Summary Information Dept Mgr/ VP’s Headline Information C-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 right observation & Telerx - Copyright 2013 - Confidential & Proprietary 37 TAKE 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 the plumbing! If you include analytics vendors remember the first bullet Laser focus on the value of solving the business problem! Remember… it’s about understanding theTelerx - Copyright 2013 - Confidential & Proprietary 38
- 39. Free Can Really Be Powerful… Telerx - Copyright 2013 - Confidential & Proprietary 39 http://www.tableausoftware.com/ http://ideal-analytics.com/ http://tagcrowd.com/ Word Clouds http://www.wordle.net/ http://www.tagxedo.com/ http://www.mrexcel.com/ http://chandoo.org/wp/ http://support.google.c om/fusiontables/answe r/2571232?hl=en Public Analytics http://www.youtube.com/ watch?v=l0a0dCgFA5g
- 40. In Conclusion… Telerx - Copyright 2013 - Confidential & Proprietary 40
- 41. THANK YOU!!! Spencer Geren VP, Business Development, Advanced Analytics spencer.geren@telerx.com @Spencer_G2 --- --- --- John MacDaniel Sr. Director, Voice of the Customer john.macdaniel@telerx.com @JohnMacD1 Telerx - Copyright 2013 - Confidential & Proprietary 41
Editor's Notes
- 2 to 3 min- Spencer to lead offIntroduction John MacDanielIntroduction Spencer Geren
- 1 min;So here’s what we’re here to share with you…
- .30 secJohn-
- 2 minJohn
- .30 secJohn
- 1 minJohn
- 1 minJohn
- 2-3 minJohnThis slide will have animation
- 2 min.John, opensSpencer provides commentary… How do we view ourselves vs. how does the customer view us?When we look at ourselves on consumer engagement the tendency is to see the Prince. Thru the customers view we may look more like the frog.This will have animation
- 2 minJohn-Customers will continue to expect more. “you’d better be there”Be prepared to respond when the “CUSTOMER” expects it.Quick story about Sun/Thur and Twitter at retail…
- 2 minJohn-Spencer, comment This is also a great place start some analytics… We’ll cover that later.
- 2 minJohn-openSpencer-2/3rds CMO's want new customers. It's 5x cheaper to retain current customers than to acquire New customers.Lead with values- WOMMA Conference Nov 2012Note to self---talking points—scale with customer walking across it.
- 1 minJohn-NOTE THE ANIMATION!!!! One click will animate all of the images to drop in (they are timed). Once they all drop in, click again for text box.
- 2 min.John-It’s not about channel it’s about strategyMobile is not a separate channel…There’s Social Media, & there’s SM mobileThere’s Chat, & there’s Chat mobileThere’s FB, & there’s FB mobile
- 1 min, JohnDevelop a Consumer Interactions strategyGet the right people interacting with your consumersSync everybody up on strategy, talking points and policiesTrain-Provide training on Customer Service for Social. Train on voice of the brand. Train as if they were a customer service agent.Measurements – Link metrics to your objectives so you can measure your success. Listen to your customer’s message. What are they really asking?Monitor beyond your pageBe consistentAsk if you can be of assistance when uncertainty existsConfirm you have been of assistanceBe timelyArticulate expectations – post service hours Don’t create an angry customer where one did not exist.
- 2 min.John-Provide training on Customer Service for Social. Train on voice of the brand, as if they were a customerservice agent
- 2 min.John- intro set upSpencer- close w/ reference to analytics, it starts with the CUSTOMER objectives first. Work backwards from there.Measurements – Customer Service
- 1 minJohn-covers example
- 1 minJohn, monitor beyond Corp and Brand pages
- 1-2 minJohn- covers steps 11 thru 14
- 1 min. quick overview
- 1 min.TRANSITION point into the “why for analytics?”Spencer-while engagement is one person at a time and critical to interaction, consumers are statistics, analytics can aid in your ability to understand behavior or needs to you can better meet or ideally exceed expectations. Not about exploitation, but about learning to serve your best resource.
- 2 min.Spencer. Explains who pays the bill, and the unique opp to move a complainer to advocacy by leveraging a quality experience
- 1 minSpencer-The landscape on SM is always changing. It’s like being an astronomer studying a galaxy where the planets change names every monthJohn-It’s not about being “GOOD” at SM, Its about a quality strategy and being great at interaction
- .30 secSpencer- now on to the really fun stuff…
- 1 minSpencer-Analytics portion kick off-Let’s think about “our data” for a minute. This is not machine output, this is a persons feedback, feeling and intentions. Their digital DNA if you will.
- 30 sec.Spencer-comment on slideLooks like this… but feels like this!!!2011 IDC study, unstructured data will account for 90 percent of all data created in the next decade
- 1 min.Spencer-We’re so busy above the water we never take the time to see what’s underneath. Customers with complaints provide that opportunity.Use the breakfast prod story about those who call after the morning. Do you see an opportunity?
- 2 min.Spencer- connection is critical to understanding needs en mass because you need to take care of all customers and not just the digitally active. Mention the “wired retired”John-reinforcement that the individual is what matters, not just the digital profile.Analytics can ensure there’s a connection.
- 1 min.Spencer-read slide
- Examples of patterns…Patterns in unstructured data…
- But visualization is really important!!!It about insights on data and not just the gr’aphs !!!
- 2 min-Leveraging the actual recorded voice call can amplify the value of traditional call center data including robust verbatim fieldsIn our tests, adding speech to text to the data mart more than double the consumer concepts expressed.Improvement in first contact resolution/ which avoids churn leading complainers back to loyalty
- 1 min.Spencer- remember w/out context and intuition it’s just numbersJohn-ask me a question relevant to audience. “Can analytics help me build a case for supporting the interaction steps I outlined prior?”Outline a succinct answer to this questions
- 2 min.Spencer- Your organization may already being doing these activities. Find out who and get close to the process. Be willing to share across departments. Share your data and others are more likely to do the same. Stay out of “silos”
- Very important when your trying to build support of your management to take action…Story of guy who put actual product on the conference room table vs. a bullet point in a powerpoint presentation-The goal is to push for action… This way complainers have a chance to become loyalist again.
- 1 min-Spencer-Solutions created across departments are always better than ones solved within departments.