How Social Data Powers Customer Experience
October 29, 2014
By: Fabrice Martin, Vice President of Product Management
Last week, I had the opportunity to participate as a panelist on Social Media Today’s webinar, How Social Data Powers Customer Experience. Paul Dunay from PwC moderated the discussion, which also included Adam Oberweiser from Clorox and Seth Grimes from the Alta Plana Corporation.
My presentation focused on how various online channels can help companies understand and improve their customer’s experience (CX). These include leading social media platforms such as Facebook and Twitter, but should also include additional outlets such as blogs, forums, ratings and reviews sites, news sites, and even visual media channels like YouTube or Instagram. What they all have in common is that, with the right technologies and processes in place, they can provide incredibly valuable insights into how the general public perceives and experiences the different products, brands and services they interact with.
I also shared a few real-life stories about companies that have harnessed the power of social media information for powerful and meaningful customer interactions, such as a mobile phone carrier that proactively contacted their customers during Hurricane Sandy in 2012 and transformed what could have been a crisis into a very positive customer experience, something that was sorely needed during those trying times.
Here are some additional highlights from the webinar:
- Seth helped us define “text analytics” as the application of natural-language processing (NLP) techniques to discern topics, themes, sentiment, context, and other information, and to get at the sense of “unstructured” online, social, and enterprise information. He also shared some compelling statistics on text analytics, both on the specific business functions that are most relevant and the types of textual information that can be analyzed.
- Adam focused on the importance of customer engagement. Clorox’s social media audience is expansive, and identifying which conversations to engage with requires a technical solution. Natural language processing has enabled Clorox to engage with +300% more consumers.
- One of the great questions from the Q&A session was about the number of social media platforms and other channels companies should be analyzing. I advocated for multi-source analytics: starting with a core 3-4 channels, but gradually adding more for additional insights and capabilities.
Thanks to Paul, Adam, Seth and everyone who joined the webinar, and to Social Media for hosting!
To hear more of what we had to share, watch the full stream of our webinar.