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SparkScore (The Social Net Promoter Score): A methodology for measuring social customer loyalty, presented by Laura Brooks


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In her Brands-Only Summit presentation, Satmetrix's VP of Innovation and Strategy, discusses SparkScore -- the Social Net Promoter Score.

She explains how this social media analytic marries the insight from structured, survey-based solutions to the "social universe" through a single, standard metric.

Published in: Social Media, Business, Technology
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SparkScore (The Social Net Promoter Score): A methodology for measuring social customer loyalty, presented by Laura Brooks

  1. 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO SparkScore (The Social Net Promoter Score): A methodology for measuring social customer loyalty LAURA BROOKS SATMETRIX DECEMBER 9–11, 2013
  2. 2. SPARKSCORE    (THE  SOCIAL  NET  PROMOTER  SCORE):       A  METHODOLOGY  FOR  MEASURING  SOCIAL   CUSTOMER  LOYALTY     Laura  L.  Brooks,  PhD   Vice  President,  Research  &  InnovaKon    
  3. 3. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        2   WHAT  IS  SPARKSCORE?   ►  SparkScore  is  a  standardized  metric  which  conveys  the  insight  from   structured,  survey  based  soluKons  to  the  “social  universe”     ►  It  integrates  the  industry-­‐leading  Net  Promoter  Methodology  with  social   media,  allowing  companies  to  leverage  unstructured  data  to  drive  be`er   business  outcomes.   ►  Based  on  NPS  methodology   ü Provides  a  single  metric  as  well  as  a  distribuKon  of  Detractors,  Passives,   Promoters     ü IdenKfies  root  cause  to  promote  acKon   ►  Satmetrix  is  a  sobware  placorm  which  measures  SparkScore  to  help   companies  process  social  feedback  enabling  them  to  increase  customer   loyalty,  reduce  a`riKon,  and  a  gain  a  clear  compeKKve  advantage  
  4. 4. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        3   SOCIAL  ANALYTICS  BUSINESS   CHALLENGES   How  do  I  get  a   be`er  view  of  my   market  and   customers?   How  am  I  viewed   compared  to  my   compeKtors?   How  can  my  enKre   organizaKon  use   social  media  data?   How  do  I  use  social   media  data  to  make   informed  decisions?     How  do  I  quanKfy   social  customer   loyalty  with  one   reliable  metric?   How  can  I  connect   social  media  to  my   VOC/NPS  program(s)?    
  5. 5. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        4   TREMENDOUS  VOLUME   What’s   important?  
  6. 6. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        5   SOMETIMES  DIFFICULT  TO  FIND  ROOT   CAUSE   How  can  I  measure   loyalty  and  idenKfy   root  cause?  
  7. 7. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        6  ‫‏‬@AngryBritain     @DazAltTheory  @virginmedia  I  refuse  to  die   unKl  they’ve  sorted  my  XX  broadband   WHAT’S  IN  A  SPARKSCORE?   Qualified  Spark  =  MenKons  with  senKment  value   Brand  =   Virgin   Media   Product   Family:   home   broadband   Sparkscore  :  9,   Promoter   CS  =  Delight   factor   Sparkscore  =  Loyalty  AnalyKc  using  NPS  methodology   Obtains  key  drivers  on  issues  affecKng  loyalty   Sparkscore:     2,  Detractor  
  8. 8. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        7   NPS  AND  SPARKSCORE       Sparkscore         NPS     Business   Outcomes  
  10. 10. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        9   THE  RESEARCH  FOUNDATION   ►  Build  understanding  using   structured  survey  data  (NPS)  and   comments   ►  Gather  social  data  to  compare  and   contrast  the  learnings,   algorithms,  metrics  from  NPS  and   SparkScore   ►  Verified  using  research  data  pilots   ►  Launched  7  domains  with   companies  acKvely  using   SparkScore  
  11. 11. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        10   HOW  DOES  IT  WORK?   1.  Crawl  Major   Sources   2.  Pull  senKment   Bearing  reviews   2  million/month   3.  Filter  for  brand/   CompeKKon/ products   Love  Sony   TVs  =   Sparkscore  9   4.  Create   SparkScore  and   senKment   phrases   Wifi  sucks  =   Sparkscore  0   Setup  is  hard  =   Sparkscore  0   Setup  is  hard  =   Sparkscore  0   5.  Provide  Analysis   &  ReporKng   6.  Take  AcKon  
  13. 13. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        12   SparkScore  ObjecKves   Create  a  data  collecKon  engine  to  accurately  measure   SparkScore   IdenKfy  root  cause  analyKcs  with  drill  down  capabiliKes   Improve  acKon  management  and  monitoring  with  auto   alerts  &  noKficaKons   Leverage  feedback  to  mobilize  Promoters  
  14. 14. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        13   BENCHMARK  AGAINST  COMPETITORS:   SHARE  OF  VOICE  IS  NOT  EVERYTHING   A  large  telco  tracked   compeKtors  share  of   voice,  both  volume  as   well  as  change  in   Sparkscore  to  key   events  learning  to   respond  more   proacKvely  over  Kme.    
  15. 15. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        14   TRENDS  OF  DATA  SENSITIVE  TO  SHIFTS  IN  OPERATIONS   The  bank  has   apologised  to   customers  across  the   country  who  were  hit   by  the  problem.   Reports  of  cards  being   declined  began  at   6.30pm  –     when  many  people  go   online  to  buy  groceries   aber  work.  -­‐  
  16. 16. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        15   SPARKSCORE  GIVES  PRODUCT  INSIGHT  BY  STACK   RANKING  AGAINST  KEY  COMPETITORS  FOR  B2B   BUSINESSES   A  UK  Telco  did  not   understand  where   they  stood  with   respect  to  their  B2B   (Enterprise)   Accounts.    
  17. 17. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        16   UNDERSTAND  DRIVERS  BEHIND  THE   SCORE   A  global  household   appliance  company   overcame  resistance   to  using  social  data   because  Sparkscore   was  an  NPS-­‐based   metric  that  the   business  understood.    
  18. 18. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        17   CONVERSATIONS  ARE  NOT  STATIC   OVER  TIME  -­‐-­‐  SPARKSCORE  DETAILS   ARE  WHAT’S  IMPORTANT   SPARKS:  ALL  SOURCES  SPARKS:  Twi;er  &  Facebook  Only  
  19. 19. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        18   FOR  THIS  CONSUMER  ELECTRONICS  COMPANY,   LOOKING  ONLY  AT  SPARKSCORE  IN  AGGREGATE   IS  MISLEADING   SPARKS:  Twi;er  &  Facebook  Only   Looking  in  detail  at   the  proporKon  of   Detractors,  Passives,   and  Promoters   showed  a  cyclicality   that  was  happening   to  one  of  this   companies  products   over  the  summer.    
  20. 20. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        19     SEPARATE  SIGNAL  TO  NOISE:    PROVIDE  A  RELIABLE   METRIC  TO  UNDERSTAND  WHERE  YOUR  PROMOTERS   AND  DETRACTORS  ARE  TALKING  
  21. 21. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        20   Not  only  can  this   hardware  pc   company  track  that   product  causes   detractors,  they  are   able  to  isolate  that   the  ba`ery  life  is  the   issue  
  22. 22. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        21   I  think  less  of  you  as  a  company  because   you  adverKsed  during  this  skewed   poliKcal  radio  hour   TRACK  EFFECTIVE  OF  DISRUPTIVE   EVENTS  &  CAMPAIGNS   An  auto  parts   manufacturer   discovered  the   negaKve  effects  of  an   adverKsing  channel   and  quickly  changed   course.  
  23. 23. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        22   STRUCTURE  DETAILED  PARAMETERS  FOR   ALERT  FOLLOW  UP  
  24. 24. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        23   MOBILIZE  PROMOTERS   A  consumer   electronics  company   was  able  to  use   posiKve  comments   for  word-­‐of-­‐mouth   markeKng.   Consumer   company  
  25. 25. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        24   A  global  household   appliance  company   used  Sparkscore  to   uncover  issues  that   convenKonal  NPS-­‐   data  did  not  find  to   provide  a  be`er   customer  experience.   TAKE  ACTION  AND  CLOSE  THE  LOOP  
  26. 26. ©  2013  Satmetrix  Systems,  Inc.  All  rights  reserved.        25   SUPPORTING  THE  FULL  LIFECYCLE  OF  SOCIAL   MEASUREMENT  &  ENGAGEMENT   AcKonable   insight  from   social   Reliable/ quanKfiable   measurement   of  social   percepKons   ComparaKve   benchmarks   Closing  the   loop  via   social   Making   social  data   acKonable   DistribuKng   social  data   SparkScore  –  social   measurement  grounded  in   NPS  
  27. 27. Atlanta 1180 W Peachtree Street Suite 2225 Atlanta, GA 30309 Phone: +1 404 793 7390 New York 1001 Avenue of the Americas Suite 1103 New York, NY 10018 Phone: + 1 646.935.3500 Global Headquarters 1100 Park Place Suite 210 San Mateo, CA 94403 Toll Free: + 1.888.800.2313 European Headquarters 4th Floor, Lyric House 149 Hammersmith Road London, W14 0QL , UK Phone: +44(0) 845 371 1040 India Ground Floor, Wing B Vrindavan TechVillage SEZ Marathalli ORR Deverabeesanahalli Varthur Hobli, Bangalore – 87 India Phone: +91 804 903 0902 QuesKons?      
  28. 28. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS