from complainers to advocates social media & analytics

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Telerx presentation in San Francisco, CA on 5-9-2013 on the role of Social Media customer interaction and engagement, plus the role of advanced analytics in leveraging voice of the customer data

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  • 1. Turn Complainers into LoyalCustomersUsing Social Media&Voice of the CustomerAnalyticsSpencer GerenTelerxVP, Business Development,Advanced Analytics@Spencer_G2John MacDanielTelerxSr. Director,Voice of the Customer@JohnMacD1GMA 2013 Consumer ComplaintsConference1
  • 2. Everyday, Every InteractionWith Every Customer is aMoment Of TruthTelerx - Copyright 2013 - Confidential & Proprietary 2Are YOU making the MOST of each moment?
  • 3. What is a Complaint?Telerx - Copyright 2013 - Confidential & Proprietary 3
  • 4. Engagement vs. Interaction Createdcontent used toencourage acommunity toengage orcomment Listening toyour consumersand providing aresponse totheir comment,question orcomplaintTelerx - Copyright 2013 - Confidential & Proprietary 4
  • 5. Or are we creating consumercomplaints?Are consumers coming to us withcomplaintsTelerx - Copyright 2013 - Confidential & Proprietary 5
  • 6. Telerx - Copyright 2013 - Confidential & Proprietary 6
  • 7. Once you create your page or account, there is anexpectation from the customer that their comment willbe addressed.SOCIALMEDIATelerx - Copyright 2013 - Confidential & Proprietary 7 And there is an obligation from the brand to providea response
  • 8. Telerx - Copyright 2013 - Confidential & Proprietary 8
  • 9. We can only define how well we are doing whenwe measure ourselves to what the consumerexpectations are.So what are consumers expectations? 56% of customer tweets to companies arebeing ignored. AllTwitter More than 50% of Twitter users expect aresponse in less than 2 hours Attensity Of the actionable tweets and Facebook posts acompany gets, only about 20% relate themarketing the rest are about service. GenesysTelerx - Copyright 2013 - Confidential & Proprietary 9
  • 10. Within 15Minutes11% Within 5Minutes9%Within a fewdays or so33%Within 30Minutes12%Within 1 hour10%More than 1hour, but latersame day25%- EdisonIn general, how soon after you contact abrand, product, or company do you expect toreceive a response?Telerx - Copyright 2013 - Confidential & Proprietary 10
  • 11. Whats Happening?Telerx - Copyright 2013 - Confidential & Proprietary 1161% - PotentialInteraction87% Did interact13% Did not interact84% Potential Interaction32 % Did interact68% Did not interact78% Of all mentions0% No Twitter presence94% Product Complaints
  • 12. At what point does cost of not interactingmove brands to action?Telerx - Copyright 2013 - Confidential & Proprietary 12
  • 13. Telerx - Copyright 2013 - Confidential & Proprietary 13Your customer is anindividual person.A single person.And EVERYINTERACTIONmatters.
  • 14. To move from complaint to advocacy, dont think channelstrategy think Consumer Engagement & Interaction strategy1) Develop a Customer Interactions StrategyTelerx - Copyright 2013 - Confidential & Proprietary 14
  • 15. 3) Get the right people interacting with yourconsumers4) Sync everyone up on strategy, talkingpoints and policiesTelerx - Copyright 2013 - Confidential & Proprietary 152) Partner with the right technology
  • 16. 5) TrainingCustomer Service +Deliver Value to the Customer through Interaction =Earned MediaTelerx - Copyright 2013 - Confidential & Proprietary 16AgitatedAppreciativePassiveAmbivalentInfluencer/AdvocacyInfluencer/DetractorPoor InteractionNo InteractionPositive InteractionInteraction with Purpose:
  • 17. 6) Measure - Link metrics to your objectives so youcan measure your success.Telerx - Copyright 2013 - Confidential & Proprietary 17CustomerExperienceFirst PostResolution(FPR)PositiveAcknowledgment Response(servicesentiment)Percent ofResponse RateAvg FirstResponse RateCorrect InfoProvidedTone/Quality ofResponse Voice of Brand
  • 18. 8) Dont avoid the difficult conversations7) Listen to your customers message... What are theyreally asking?Telerx - Copyright 2013 - Confidential & Proprietary 18
  • 19. 9) Monitor beyond your pageTelerx - Copyright 2013 - Confidential & Proprietary 1910) Ask if you can be ofassistance11) Be Consistent
  • 20. 12) Confirm you have been ofassistance.13) Be timely.14) Articulate expectations post service hours.15) Dont create an angrycustomer where one did notexist.Telerx - Copyright 2013 - Confidential & Proprietary 2016) Before you hit send, ask customer and communityperception?
  • 21. Why should you do these things? Even in a negative economy, customerexperience is a high priority for consumers,with 60% often or always paying more for abetter experience. (Source: HarrisInteractive) 86% of consumers quit doing business witha company because of a bad customerexperience, up from 59% 4 yearsago. (Source: Harris Interactive) 89% of consumers began doing businesswith a competitor following a poorcustomer experience. (Source: HarrisInteractive) 59% will try a new brand or company for abetter serviceexperience. (Source: American Express) The top three drivers for investing incustomer experience management are: Improve customer retention (42 %) Improve customer satisfaction (33 %) Increase cross-selling and up-selling (32 %) (Source: Aberdeen) Peer recommendations are the mosttrusted source for product information. Survey of 1000 Crowdtap site membersfound: 70% said they tried a new product inthe last three months because afriend or family member suggestedit, or posted about it online 61% did so because a friend orfamily member suggested it to themin person/by phone 71% of consumers use productinformation from family and friends fordecision making, thats why socialmedia is at the top of every BrandManagers list (Source: HarrisInteractive)Telerx - Copyright 2013 - Confidential & Proprietary 21
  • 22. Consumers vs. CustomersTelerx - Copyright 2013 - Confidential & Proprietary 22Analytics helps youunderstand yourcustomers behaviorsConsumers are statistics customers are realpeopleInteractions movescustomers through thepath to Influence.
  • 23. Social Media can create a magnificationeffect on both sides of the spectrumTelerx - Copyright 2013 - Confidential & Proprietary 23Evangelist(NEG)AmbivalentAppreciativeAdoringAgitatedAngryLoyaltyAbandonWhich way areyour customerinteractionsheading?InfluencerAdvocacy
  • 24. Social Media is a BIG world!Telerx - Copyright 2013 - Confidential & Proprietary 24
  • 25. Telerx - Copyright 2013 - Confidential & Proprietary 25