Social Media Monitoring & Engagement
Finding the pulse of your customers with social media
monitoring
Social CRM – A company’s response to the customer’s ownership of the conversation
“We are now at a point that the customer’s expectations are so great and their demands so
empowered that our SCRM business strategy needs to be built around collaboration and
customer engagement, not traditional operational management.” Paul Greenberg
3 step process for successful Social CRM strategies
"If I’d asked my customers what they wanted they’d have said a faster horse" - attributed to Henry
Ford
If you want to understand the tiger, don’t go to the zoo, go to the jungle.
The Social Media DNA: It’s not just about the Marketing Department
Vaqar Khamisani
CPE Audiences Lead
Microsoft UK
*PULSE Dashboard
Change Managemen
t
ListeningChannels
Voice of the Customer
(VOC) Analysis
• Products• Programs• Process
• Verbatim Analysis Tools• Social Media Analytics
Systemic Issues
VOC Data
Customer/ Partner
Satisfaction
• Surveys• Feedback• Social
Media
CUSTOMER & PARTNER EXPERIENCE
Contact centre call
classification data
Customer ratings
scores on review
websites
Tweets, blogs, forum
commentsContact centre
call logs‘Get Help’
Customer ratings provided via satisfaction
surveys (eg nSat)
Customer responses to open-ended
survey questionsFocus group
verbatim
One Voice of the Customer
Structured Content(‘numbers’)
Unstructured Content
(‘stories’)
Solicit
ed
Un
solicit
ed
Product XThe
market
Product XOur
Customers
The “Blogosphere”
Customers
What are we monitoring- Perceptions versus Reality
NetSatisfactio
nNSAT
200 = Maximum score
160 = Advocacy
140 = Loyalty
*How satisfied are you with Microsoft?
120 = Satisfaction
Project CPE 147…. The CPE Mission“Our mission is to consistently satisfy our customers and partners with great experiences through our products and services, the way we listen and respond, and by making it simpler to do business with our company. In doing so, we not only drive satisfaction, but enable Microsoft to win new customers and grow the business.”
• Long term goal• Agree the top work streams • Be clear on what success looks like
* CPE 147 Tech Audience Workstream
PULSE
* Create a hub providing “holistic” pulse of tech audiences across various listening channels (internal & external)
* Provide accurate and dynamic assessment regarding the sentiments of our audiences and measured NSAT
* Deliver an ‘early warning’ (forecasting) system across the tech audience segment through VOC pulse dashboard
* Tech Audience surveyed twice a year, proving it difficult to get an on-going dynamic measure of their satisfaction
* Several solicited & unsolicited listening posts, but a lack of comprehensive and cohesive view across all of them
Primary Objectives
Main Strategies
Key Challenges
CPE 147 TECH AUDIENCE WORK STREAM
PULSE
Showcase
Questions
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