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7 Ways to Better Understand Your Customer and Drive Them to Purchase
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Transcript of 7 Ways to Better Understand Your Customer and Drive Them to Purchase
7 Ways to Better Understand Your Customer and Drive Them to Purchase
Sponsored by:
Jeff ZabinResearch Director
September 17, 2013
“CUSTOMER EXPERIENCE:80% of companies think their customer
experience is superior while only 20% of
consumers agree.”
© 2013 Gleanster
“IGNORANCEmore frequently begets confidence
knowledge than does confidence.”
- Charles Darwin, 1871 Descent Of Man
© 2013 Gleanster
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7 Steps to Creating a Superior Customer Experience
© 2013 Gleanster
• Map the customer journey• Identify customer commonalities & create relevant
segmentation schemes• Understand customer behaviors and drivers• Identify customer likes, dislikes and intentions and create
appropriate messages and offers• Measure audience receptivity to messages and offers; target
and adjust accordingly• Identify and remove hurdles and impediments that impact the
purchase decision and overall customer satisfaction• Predict customer behavior and act accordingly
“SOCIAL INTELLIGENCEis the ability... [to gain] insight into the
temporary moods or underlying personality
traits of strangers.”
- P.E. Vernon, 1933 Journal of Social Psychology
© 2013 Gleanster
My grandmother
Capable of advanced sentiment detection and consumer engagement
My grandfather Able to quickly & intuitively isolate the context of a conversation
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Voice Of The Customer (circa 1965)
© 2013 Gleanster
Voice Of The Customer (circa 2013)
© 2013 Gleanster
Granular level, high accuracy listening
High level, low accuracy listening
Separating The Signal From The Noise
8© 2013 Gleanster
Happy Or Sad?Look in the Data
Gradients of positive and negative sentiment
Ratio of positive-to-negative sentiment
© 2013 Gleanster 9
Up and Down
© 2013 Gleanster
Understanding the reasons why
Tracking fluctuations and trend lines over time
Root Cause Analysis
The underlying problem
Symptom of the problem
11© 2013 Gleanster
“The food at this place is really terrible.”
“Yeah, I know; and such small portions.”
Noun Noun AdjectiveVerb Adverb
NounAdjectiveAdverb
Diagramming Sentences
Commitment Language
Gleaning Insights from Social Data
15© 2013 Gleanster
Evolution of Social Intelligence
SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Predictive social metrics in action
Case studies
The ideal customer:
SDL Customer Commitment Framework – the fundamentals of successful CXM
Shops Shares Advocates
SDL Customer Commitment Framework – 3 proven and predictive KPIs
PCS: Product commitment score• What I get• Informs your value proposition• Predicts future purchase behavior• Primarily linked to direct response, paid media
CRS: Customer relevance score• The time I spend • Drives content & engagement strategy• Predicts sharing behavior• Primarily linked to owned media / content relevance
BCS: Brand commitment score• How I feel• Drives brand strategy• Predicts levels of emotional engagement• Primarily linked to Earned Media
Customer commitment framework in action
THE LAUNCH TRAJECTORY OF THE MICROSOFT SURFACE RT AND RT PRO
GETTING BENEATH THE SURFACE
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MS Surface Pro Weekly MS Surface RT (monthly) MS Surface Pro (Monthly)
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GETTING BENEATH THE SURFACE
The history of the Microsoft Surface
18th June 2012 Microsoft announces the Surface RT including plans to launch a pro version as a follow up
24th October 2012 Surface RT officially launches in retail channels
22nd Jan 2013 Microsoft announces the Surface PRO launch date
9th Feb 2013 Surface PRO launch date
Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130
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MS Surface RT (monthly) Linear (MS Surface RT (monthly)) MS Surface Pro (Monthly)
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GETTING BENEATH THE SURFACE
The launch trajectory to the Surface RT
High pre-launch expectations and excitement to try
Steady decline predicted
Launch hiatus drives PCS score up but not to announcement levels
Pro announcement raises PCS score up but not to announcement levels
GETTING BENEATH THE SURFACE
Key insights
Why the downward
trend?
Is it a tablet?Is it a Laptop?Or is it something else?
Why is it better than the iPad?
Adverts don’t align with customer expectations of a ‘Microsoft’ workhorse "QUIT DANCING AND GET BACK TO WORK" - the
boss from the Microsoft Surface Pro commercialsKeagen Edwards - Twitter March 2013
“No one knows that surface is a full Ultrabook in a tablet form factor. all they see is someone sitting down at a tablet to surf the web, which they can do on their $200 kindle fires and $400 iPads already. Microsoft needs to stop the ineffective marketing that's all fancy eye-catching visuals and people dancing and smiling and start showing what surface pro can do that an ipad cant. Its been working pretty well for Samsung with the GSIII vs iphone5 battle.”
Ekuest – Hardforum – March 2013
Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130
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MS Surface RT (monthly) Linear (MS Surface RT (monthly)) MS Surface Pro (Monthly)Linear (MS Surface Pro (Monthly))
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The story of the Surface RT Pro
Pro differentiation not clear at initial announcement
Pro is billed as ‘solution’ to issues with RT
Launch is well received – the proposition is clarified and it feel familiar
Steady and clear growth of the Pro: aligned with expectations of Microsoft offering
0 100,000 200,000 300,000 400,000 500,000 600,0000
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Volume of PCS Conversations
PCS Score High PCS / Low volume of relevant conversationsDRIVE AWARENESS
High PCS / High volume of relevant conversationsACCELERATE CONVERSION
& RETAIN
Low PCS / Low volume of relevant conversationDRIVE AWARENESS AND IMPROVE SALES PROCESS
Low PCS / High volume of relevant conversationsIMPROVE SALES CONVERSION
PROCESS
THE COMPETITIVE MARKETPLACE
The Q4 2012 Story: Surface needs to find its own identity
Suggests lack of clarity in the category as a whole. What is the compelling story for the market?
ASUS Vivo RT
iPad 4Microsoft Surface RT Pro
MS Surface RT
Chromebook
Clear market leader in terms of buzz but PCS still suggests there is an issue moving people up through the buying funnel
High PCS / Low volume of relevant conversationsDRIVE AWARENESS
High PCS / High volume of relevant conversations
ACCELERATE CONVERSION & RETAIN
THE COMPETITIVE MARKETPLACE
The Q1 Story – excluding iPad 4
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Low PCS / Low volume of relevant conversationDRIVE AWARENESS AND IMPROVE SALES PROCESS
Low PCS / High volume of relevant conversations
IMPROVE SALES CONVERSION PROCESS
ASUS Vivo RT
Microsoft Surface RT Pro
MS Surface RT
Chromebook
It was clear even before Pro launched that it needed to find its own identity. It was already attracting almost 3 times as much interest as the RT but people did not understand WHY they should choose a Surface Pro.
Volume of PCS Conversations
PCS Score
Key insights
Going pro
Function and form work together with messaging to create a clear message
The Pro value equation stacks up
Microsoft is beginning to establish its own position in the tablet category
For some time, businesspeople and consumers demanded a media tablet which brings Windows functionality to the touch-screen platform. With the arrival Surface, these hopes have become a reality, and initial sales figures suggest customers like what they see.Stephen Woodgate - IngeniousBritain Blog March 2013
What the latest data is telling us
• The price cut is working
– On August 30th – Microsoft reduced the Surface Pro price by $100 and made it permanent – they are now playing well in the space
– The Pro remains the champion product because it is playing to their brand strengths and carving out a new market
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Key insights
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PREDICTIVE METRICS IN MEDIA
Predicting TV franchise success
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Game of Thrones Grimm Red Widow Walking Dead Deception Psych Scandal Defiance
BCS: Brand commitment score over time
Increasing ratings, low BCSDeclining ratings, low BCS
Growth in viewing figures across 2012/13 series
BC
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Increasing ratings, high BCSDeclining ratings, high BCS
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Linking emotional commitment to viewing figures
Increasing ratings, low BCSDeclining ratings, low BCS
Growth in viewing figures across 2012/13 series
BC
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Increasing ratings, high BCSDeclining ratings, high BCS
High
Low
Linking emotional commitment to viewing figures
Evangelize : celebrate the community
Kill or Cure: refresh, re-connect and establish rituals
Engage and Enable: community building
Support: galvanise around established rituals, invite engagement
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Evangelize
Kill or Cure Engage and Enable
Support
Increasing ratings, low BCSDeclining ratings, low BCS
Growth in viewing figures across 2012/13 series
BC
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Size of bubble = viewing figures for final episode of 2012/13 series
Red Widow
Grimm
Game of thrones
Deception
Walking Dead
Scandal
Psych
Defiance
Increasing ratings, high BCSDeclining ratings, high BCS
High
Low
Linking emotional commitment to viewing figures
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Week on week the emotional connection with Red Widow is growing. People identify more with the characters and the Female Gangster genre becomes more familiar and less challenging
Recognizing the tipping point for a fan community is critical for Season 1 shows this was 9, when the mid season break ended and a part one re-run was complete. This is where community ‘support’ should have kicked in
Recognizing the fan tipping point Red Widow
Tipping point
Key support issues
No support for niche and valuable fan base – the community is forming but have no support to engage. A save the show campaign is too late.
Paid advertising only in support - : lack of connection points
Competing with shows that have crossed from specialist to general appeal: Game of Thrones, Walking Dead. Lack of either niche engagement or ability to compete on a wide level
The right thing, wrong time? Red Widow
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Once a Walking Deadhead, always a Walking Dead-head The Walking Dead
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Walking Dead has an consistent experience eco-system
Walking Dead-heads or z-heds know, recognize and can embrace the Dead Culture across a range of media– both on and off season, both on and off screen
The support system put in place by the productions company built supported and amplified the passions that existed around the horror/ zombie genre and helped it to cross into the mainstream, attracting ratings and audience value that mains stream dramas rarely achieve
Once a Walking Deadhead, always a Walking Dead-head The Walking Dead
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An integrated, interactive multi-media strategy The Walking Dead
Downward trend – limited ‘stickiness’ once viewed Growing trend: driving and facilitating the fan conversation
Social game as ‘fix’ now the series has ended for the year Continued commitment to Series 4 – But what about Darly?
Evangelize
The community is self generating, connected and advocating. The volume of fan art, community discussions, UGC video shows is amplifying the story started by AMC & Fox international
Engaging with Walking Dead content means consistent, strong imagery and consistent strong experiences that deepen emotional connection with the franchise
The Walking Dead typifies the aspirational franchise that knows how to drive, create and amplify earned media as the fan base grows in value and trust
Empowering experiences drive community to advocate The Walking Dead
Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless
otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
Questions?
Contact details: Liz High – SDL Social Intelligence Professional Services Mail: [email protected]: www.linkedin.com/in/lizhighatintrepid/Twitter: @lizzhighUK