Chorally @ Richmond Digital Marketing Forum - 14 luglio --- Il modello di successo sui social network viene spesso percepito solo come un insieme di like e followers, con una continua gara ad averne in quantità, anche a costo di acquistarne di falsi. Questo approccio, purtroppo, non porta a nessun risultato reale. Introdurre all'interno della propria comunicazione social elementi di customer engagement, portando l'azienda a risolvere problemi reali dei propri utenti, invece, riesce a far crescere la reputazione dell'azienda, migliorandone la percezione dei propri utenti, e spesso porta anche benefici economici diretti. Quale segreto dietro questa transizione, questo stravolgimento comunicativo? Semplicemente avere a disposizione insight che permettano di prendere decisioni reali e non solo "vanity metrics".

1. The customer engagement and the growth of
ROI, a story of actionable digital insights
Maurizio Mesenzani
Chorally Ltd

2. The Age of Data

3. Engagement?
“
The last step is understanding
that every customer just wants
to be happy.
“
Paul Greenberg

4. … e voi state facendo engagement?
Quali sono i KPI che misurano il vostro successo?
Quali sono i dati critici?
Ci sono tematiche di sicurezza e legali che non vi fanno dormire?
I dipartimenti IT riescono a soddisfare la richiesta di agilità e velocità
dettata dai clienti?
Avete in casa gli skill necessari per le sfide della data science?
La cultura aziendale supporta l’innovazione necessaria a questo
adeguamento?

5. Oppure siete schiavi della ... vanity?

6. Potete non fidarvi di noi … ma loro?

7. Dipende!
Quali metriche guardare?

8. Use case di successo
Involve subject matter
experts in the extended
organisation in order to
offer faster and better
customer service

9. Use case di successo
Resolve customer
requests through social
media in order to improve
customer satisfaction and
brand affinity

10. Use case di successo
Gamify processes and
reward customers and
employee in order to
incentivise behaviours, such
as content creation, open
collaboration or sharing

11. Use case di successo
Enrich & Unify customer
profiles in order to improve
customer knowledge

12. No, pratica!
Teoria?

15. Chorally Success story
before
social channels managed by marketing
or not at all.
- time to response > 1 day
- escalation managed by email
- fragmentation in customers data
after
800 agents using the tool to manage the page.
55 customers involved in the social care process.
100.000 users now using social channels.
Time to response around 5 min.
10x cost reduction in managing issue
H3G customer service ratings rise from bottom
to top in independent survey.
H3G

16. Quantifiable benefits
1
2
Reduction in FTE:
3-5 worth € 4 Million
Churn reduction
20% worth € 2 Million
Upsell up 15% worth
€ 3 Million
3
Time to breakeven:
4 months
First year ROI: 224%

18. Wish list di prodotto
- gestione multilingua
- disponibilità dei dati storici
- facilità di costruzione delle query di ricerca
- raffinamento dei monitor durante l’uso per
migliorare le performance
- possibilità di personalizzare gli export dati

19. Grazie!
Maurizio Mesenzani
maurizio@chorally.com
Sales Director

20. Fresh, rapidly growing, proven
with enterprise clients
Rich background in data
science, enterprise applications
Italy/UK based, employs
25 professionals
Expanding to Europe and US
Chorally at a glance
Our profile Company timeline

21. Why Chorally
● Data Driven Relationship Management
● Real-time data access
● Data Enrichment
● Optimized Customer Engagement through Machine Learning
● Easy and short implementation schedules
● Identity Matching
● Enterprise Level Solution

22. Fragmentation is a major problem in customer management
Large enterprises need to engage with customers across diverse channels such as social,
email, mobile apps and more, while leveraging the value offered by public and private data
We see too many (focus on) tools
but partial customer knowledge
Our vision is simplify our Clients’
multi-channel management
allowing a customer single view
and empowering effective and
enduring customer engagement

23. Our Vision
A different vision of engagement:
every employee, every conversation, every channel
customer
interaction
customer
collaboration
customer
advocacy

24. Empower outstanding
engagement across channels
Our mission is to transform data in actionable information to
enable real "data driven" relationship management
One platform, four pillars
Mix and
enrich
Engage, co-create
and spread love
Listen, classify
and analyze
Monitor and
represent

25. First pillar: listen, classify and analyze
Key highlights
Extensive data source available*
Automatic classification
and sentiment
Multi language and multi
country (no limitations)
Analytics simplified through
visual synthesis
1
2
3
4
(*) Twitter, Blogs, News, Forums, Facebook Pages, News/Blogs,
Pinterest, Instagram, Youtube, Google plus.

26. Second pillar: monitor and represent
Key highlights
Easily customizable widgets
and views
Rapidly adjustable and
real time feed
Natively responsive and
adaptable to any device
Quickly shareable in
“newsletter mode”
1
2
3
4

27. Third pillar: enrichment at work
...to a customer profile
Easily customizable widgets
and views
Rapidly adjustable and
real time feeded
Natively responsive and
adaptable to any device
Quickly shareable in
“newsletter mode”
From a nickname...
Starting from User fcastro72 on twitter.
Using this list of matched sources
we achieved this result:

28. Fourth pillar: engage
Key highlights
Unique and unified Client identification
Agent permission and workflow
management easily configurable
Unified ticketing system
(with full contact history)
Answers (automatic) template fully
customizable
Integration with legacy systems
1
2
3
4
5
The interaction machine

29. We simplify multichannel management
allowing a customer single view and
empowering effective customer engagement.

30. The enterprise view

31. Fast and agile deployment
Typical deployment in 2 weeks