Today's consumer is more empowered than ever before. When selecting products and services, countless review sites and aggregation services afford the buyer with unbiased (mostly), transparent product information. This shift in product knowledge has put sales organizations on notice, as customers often engage well after initial research with a ridiculous amount of product knowledge about you and your competition.
Empowerment only grows once the prospect becomes a customer. The rise of social media avenues (Facebook, Twitter, Pinterest, LinkedIn) has provided unprecedented amplification of customer voice. Complaints once dished out to the jaded service staff, can be broadcast globally in just 120 well-crafted characters. Left unchecked a real risk of brand damage looms.
Common themes emerge as I speak with organizations tackling social listening and customer analytics initiatives.
The power of Klout
All voices are created equal, but on Twitter, some are MUCH louder. A Klout score (1-100) measures your connectedness and ability to influence over social media. Check out klout.com for your own.
To illustrate the power of Klout, take the world’s most valuable brand, Apple. It recently changed its policy when launching its Apple Music service, agreeing to compensate artists during the three month free trial period, following some feedback on Twitter from Taylor Swift (with 65 million follows on Twitter, or about 3 times the population of Australia).
Link to Customer Master
In order to fully understand the context to which brand feedback has been given, organizations make efforts to link social media accounts (or handles) with their own internal records. This linkage can be difficult to achieve, but well worth the effort as social posts are linked with customer journey and Lifetime Value (LTV) to help triage posts. Sentiment can also be analyzed and fed back to product management which can influence product & service design. Posts can also act as triggers for deeper customer surveys and Net Promoter Score (NPS) analytics.
To establish this connectivity, promotions offering prizes for Twitter mentions are often run with entry details establishing linkage between social media and internal customer records. Others are beginning to include social media handles during on-boarding as a means of staying in touch.
The transparent nature of social media allows access to your competition. Monitoring enables you to gauge sentiment, images and Klout across social media channels, which can be associated with new product launches, outages & incidents as well as in response to marketing campaigns.
Here are example of a Twitter analytics and Customer Experience apps using Qlik Sense, a modern BI platform which associates data both within your organization and across social channels to build a complete client picture including product/service, journey or episode and profitability.
So next time you see a despondent shopper raising their voice at the sixteen year-old checkout attendant, hand them a tissue and a Twitter handle :)