From complainers to advocates social media & analytics

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

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?

What is a Complaint?


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,

question or

complaint


Or are we creating consumer

complaints?

Are consumers coming to us with

complaints…



• Once you create your page or account, there is an

expectation from the customer that their comment will

be addressed.

SOCIAL

MEDIA


• And there is an obligation from the brand to provide

a response


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


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?”


What’s Happening?


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

At what point does cost of not interacting

move brands to action?



Your customer is an

individual person.

A single person.

And EVERY

INTERACTION

matters.

To move from complaint to advocacy, don’t think channel

strategy – think Consumer Engagement & Interaction strategy

1) Develop a Customer Interactions Strategy


3) Get the right people interacting with your

consumers

4) Sync everyone up on strategy, talking

points and policies


2) Partner with the right technology

5) Training

Customer Service + Deliver Value to the Customer through Interaction =Earned Media


Agitated

Appreciative

Passive

Ambivalent

Influencer/Advocacy

Influencer/

Detractor

Poor Interaction

No Interaction

Positive Interaction Interaction with Purpose:

http://www.dreamstime.com/stock-image-side-view-woman-sitting-image30093021

http://www.dreamstime.com/stock-photo-close-up-woman-smiling-image30093010

http://www.dreamstime.com/stock-photos-side-view-woman-holding-bag-image30034853

6) Measure - Link metrics to your objectives so you

can measure your success.


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

8) Don’t avoid the difficult conversations

7) Listen to your customer’s message... What are they

really asking?


9) Monitor beyond your page


10) Ask if you can be of

assistance

11) Be Consistent

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.


16) Before you hit send, ask –

customer and community

perception?

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)


http://www.rightnow.com/files/analyst-reports/RightNows_4th_Annual_Customer_Experience_Impact_Report.pdf





http://about.americanexpress.com/news/docs/2011x/AXP_2011_csbar_market.pdf

http://www.aberdeen.com/Aberdeen-Library/6196/RA-customer-experience-management.aspx



Consumers vs. Customers


Analytics helps you

understand your

customers’ behaviors

Consumers are statistics… customers are real

people Interactions moves

customers through the

path to Influence.

Social Media can create a magnification

effect on both sides of the spectrum…


Evangelist

(NEG)

Ambivalent

Appreciative

Adoring

Agitated

Angry

Loyalty

Abandon

Which way are

your customer

interactions

heading?

Influencer

Advocacy

Social Media is a BIG world!



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.


http://en.wikipedia.org/wiki/Statistics

http://en.wikipedia.org/wiki/Computer_programming

http://en.wikipedia.org/wiki/Operations_research

http://en.wikipedia.org/wiki/Operations_research

http://en.wikipedia.org/wiki/Data_visualization

There’s no shortage of DATA!!!!


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

http://www1.istockphoto.com/file_thumbview_approve/2724210/2/istockphoto_2724210-bath-in-the-yard.jpg

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?


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

“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


Some important guiding principles

It’s all about Patterns!!!


It’s all about Patterns!!!


Yummy

Delicious

New product

Get some more addicted

Tasty

Kid loves

it

Healthy

The growth of Speech analytics

Recorded Voice data

Social Media Data

Call Center Data


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


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


Market Your Message Up and Through

the Organization


More

Information

Summary Information

Dept Mgr/ VP’s

Headline Information

C-suite

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 &


TAKE ACTION!!!

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 the

customer and exceeding expectations


Free Can Really Be Powerful…


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

http://www.youtube.com/watch?v=l0a0dCgFA5g

http://www.youtube.com/watch?v=l0a0dCgFA5g

In Conclusion…


THANK YOU!!!

Spencer Geren

VP, Business Development, Advanced Analytics

[email protected]

@Spencer_G2

--- --- ---

John MacDaniel

Sr. Director, Voice of the Customer

[email protected]

@JohnMacD1


mailto:[email protected]


