Improving customer service through social media research
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Transcript of Improving customer service through social media research
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USING SOCIAL MEDIA TO IMPROVE CUSTOMER EXPERIENCE
Case Study with Carphone Warehouse
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Introductions
Rob JardineCarphone Warehouse
Mark RogersMarket Sentinel
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How CPW Measures Customer Experience
Research
Strategy and Execution
Understand consumer needs, customer
experience and perception
Translate insight into decisions and actions
Market Intelligence
Identify market trends and consider business
implications
Analysis
Review purchasing patterns and consumer
behavior
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Customer experience improvement programme
Research tools and techniques help us to improve the customer experience
Net Promoter Score (NPS)
Exit surveys
Feedback on interactions
Brand tracker
Employee forums
‘Back to the floor’ activities
Focus groups
Structured
Quantitative
Unstructured
Qualitative
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Challenges
• What are the contexts behind the feedback in these structured surveys? Are we asking the right questions?
• What are people actually saying? Are they advocating or criticising the brand?
• What are people saying in realtime? And which of these comments matter?
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Enter Social Media Monitoring
Structured Surveys
Social Media Monitoring
Richer data about the customer
experience
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Social Media Strategy
• Monitoring• Measurement• Reporting
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Social Media Monitoring
Market Sentinel picks up every tweet, blog post, review and webpage that talks about Carphone Warehouse.
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Social Media Measurement
Market Sentinel finds the biggest topics of conversation and measures their activity and sentiment over time.
Samsung
Android Samsung Galaxy Tab Mobile phoneiPhone O2 T Mobile Apple Vodaphone Orange Nokia HTC Desire
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Social Media Trendspotting
Social media picks up common themes of conversation around Carphone Warehouse.
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Social Media Trendspotting
Is Android set to take off above the rest?
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Social Media Storytelling
Beyond metrics and measures, social media monitoring tells a story.
“It’s a good read.”
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Customer conversation in context
• Surveys showed that customer advocacy increases significantly when offered the service
• Service was promoted with TV, radio, press and in-store advertising
• Lack of mentions in social media suggests that consumer awareness is still low
“Loves that angry bird in the new carphone warehouse advert!”
- PrincessGagaG, www.twitter.com
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What customers really say
Social media monitoring informed us how people were publicly discussing Carphone Warehouse – you can’t get this from a structured survey.
We believe very strongly in the link between customer advocacy and long term business performance. Social media is the real test to see what people are actually saying about us.” - Rob Jardine“
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Rapid response to early warnings
• Social media monitoring revealed that customer were dissatisfied with delivery options.
• The information allowed CPW to flag the issue directly to the business owner who could take action before the issue spiraled out of control.
“With [CPW couriers] 90% need a sig and of that 20-30% are addresse only (bloody Carphone Warhouse – pain in the butt!)”
- The Jeepster, parcelforum.co.uk
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The Story Behind the Surveys
• Social media analysis helped turn all of the inputs from Carphone Warehouse’s various surveys and reports into a cohesive story, told through the eyes of the customer.
• These stories allow Carphone Warehouse to identify which customer experience issues matter most and where they should focus their efforts.