Put a Social Media Lens on

Customer Experience

IS PERCEPTION REALITY ?

WHAT ARE PEOPLE SAYING

ONLINE?

Social Reputation Score (SRS)=

% Positive Comments - % Negative Comments

SRS

% - % =

31=

SATISFACTION SCORES

Theoretical Max100

Theoretical Min

-100

90

-81… within & between

industries… within & between

countries

31=

There is a huge variation in brand success…

SATISFACTION SCORES

OVERALLSRS

(Social Media)

1. Hotels 702. CPG 523. Consumer Electronics 414. Auto 395. Insurance 346. Entertainment 287. Internet / Web 268. Banking 249. Telecom 1910. Airlines 17

SRS MIN MAX1. Hotels 70 -4 902. CPG 52 -19 883. Consumer Electronics 41 -4 764. Auto 39 -51 655. Insurance 34 -40 876. Entertainment 28 -34 547. Internet / Web 26 -34 748. Banking 24 -81 569. Telecom 19 -32 5710. Airlines 17 -57 60

VARIANCE WITHIN INDUSTRY

VARIANCE WITHIN INDUSTRY

SRS MIN MAX1. Hotels 70 -4 902. CPG 52 -19 883. Consumer Electronics 41 -4 764. Auto 39 -51 655. Insurance 34 -40 876. Entertainment 28 -34 547. Internet / Web 26 -34 748. Banking 24 -81 569. Telecom 19 -32 5710. Airlines 17 -57 60

VARIANCE WITHIN INDUSTRY

SRS MIN MAX1. Hotels 70 -4 902. CPG 52 -19 883. Consumer Electronics 41 -4 764. Auto 39 -51 655. Insurance 34 -40 876. Entertainment 28 -34 547. Internet / Web 26 -34 748. Banking 24 -81 569. Telecom 19 -32 5710. Airlines 17 -57 60

SRS(Social Media)

CXi(Surveys)

OVERALL 31 71

SRS vs. CXi

What accounts for difference?

SRS(Social Media)

CXi(Surveys)

OVERALL 31 71

Insurance 34 73Banking 24 71Telecom 19 65Airlines 17 67

SRS vs. CXi

1. Hotels 70 82

Most prominent similarity:

SO WHAT?

WINNERS

1. Nurture a community of fans

2. Manage Social Media crisis

4. Set-up Processes for efficient response programs

3. Customer support through social media

WINNERS

MARKETING

PRCOMPLIANCE

SUPPORT

WINNERS

MARKETING

PRCOMPLIANCE

SUPPORT

PRIdentify a potential crisis before it spreads. Establish a direct dialogue with key journalists, bloggers, etc. Engage in real-time & communicate directly with consumers.

CUSTOMER SERVICEImprove customer satisfaction. Establish real-time communication between your brand and consumers to improve service and sales.

MARKETING/ADVERTISINGBuild a community of brand advocates and identify key influencers and key influential websites to improve targeting and measure the impact of campaigns.

MARKET RESEARCHAnalyze online conversations, opinions, wants and needs, for a brand or topic. Identify a brand’s strengths, weaknesses, opportunities for improvement, and measure competitor presence and progress.

SALESIdentify new prospects for lead generation and provide new product info, news, and promotions. Understand consumer wants and needs to integrate into sales strategy and pitches.

COMPLIANCEVerify that all social media initiatives are compliant with industry regulations.

SOCIAL INTELLIGENCE BUILT AT ENTERPRISE SCALE

CONNECT

COLLABORATE

ANALYZE

LISTEN

SOCIAL CONNECTEDMake Social Integral to Business Strategy

DELIVER AT SCALE The right data to the right people at the right time.

FUEL BUSINESS INTELLIGENCEActionable Insights. Prove Business Value.

BE SOCIAL DRIVENIt all starts with the DATA.

SOCIAL INTELLIGENCE

Building a Social

Business

SURVEY-BASED CUSTOMER SATISFACTION

CHINA (-25)

SOCIAL

CUSTOMER

SATISFACTION

Maximum100

Minimum-100

CHINA (-25)

EUROPE (28)

SURVEY-BASED CUSTOMER SATISFACTION

SOCIAL

CUSTOMER

SATISFACTION

Maximum100

Minimum-100

CHINA (-25)

EUROPE (28)

US (33)

SURVEY-BASED CUSTOMER SATISFACTION

SOCIAL

CUSTOMER

SATISFACTION

Maximum100

Minimum-100

LOSING CUSTOMERS

SURVEY-BASED CUSTOMER SATISFACTION

SOCIAL

CUSTOMER

SATISFACTION

KEY TAKE AWAYS

1. Social Perception Brand Reality2. Ignoring Social Conversations Lost Customers 3. Brands are Racing to Be More Socially and Customer Driven 4. Defined Enterprise Social Strategy Better CX

SOCIAL INTELLIGENCE.BUSINESS RESULTS.

@SYNTHESIOSYNTHESIO.C

OM

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