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Voice of Social Media
Overview
It is commonly accepted wisdom that it is critical to listen to customers in order to deliver the optimized customer experience. This allows companies to identify growth opportunities, pinpoint issues that are detracting from a positive customer experience, and reach out to disgruntled customers. Truly customer-centric companies will use this input, along with operational and financial Key Performance Indicators (KPIs) to drive planning priorities and implement actions to achieve corporate goals.
But customers’ online conversations are exploding and represent an entirely new data stream that needs to be integrated with other customer data. There is increasing acknowledgement of the need to stay on top of what is being said throughout social media about the company, the brand, and its products/services. Furthermore, add to the mix the fact that customers are increasingly helping each other solve problems. To track and participate successfully in all these conversations, major technological and organizational challenges must be overcome, including:
- Constantly expanding flow of data from different sources and with different formats
- Elimination of barriers between operational silos, so that all relevant data is made available and all have access as needed
- Need for real-time data delivery and analysis
- Will and capacity to make the right decisions in a timely manner
Our Solution: The Voice of Social Media
CustomerImpact’s unique dashboard solution combines customers’ social media conversations with other customer information, such as survey feedback and call center notes, along with customer behavioral and demographic data—all of which deliver the true ‘voice of the customer.’ We then go one step further and pull in applicable web analytics, operational metrics, and financial data, revealing how company performance, the voice of the customer, and business outcomes correlate with each other. These relationships, of course, have to be continually tested to ensure they hold up.