collecting, analyzing & acting on customer data
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Collecting, Analyzing & Acting on Customer data
Community Health Analytics (CHA) Ramya Krishnamurthy
Dir. Product Management
Kevin Robison Customer Success
Tyler Sorenson Customer Success @getsatisfaction #GetSuccess
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! Introduction
! Value of CHA
! 3 Use Cases
! Demo
! Question and Answers
Collecting, Analyzing & Acting on Customer data
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What is a Community?
Brands Consumers
Employees Conversa2ons
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What is hidden in a Community?
Preferences
Ac*vity
Intent
Sen*ment
More…..
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Unlock the treasure
! Data and Analytics - Community Health Analytics
! Derive insights on people and content
! Make informed decisions based on metrics
! Track ROI
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Value of Community Health Analytics?
! Single Dashboard - Unified View
! Simple, easy to use - Out of the box solution
! Advance customizations - Metrics, Reports, Tabs and Dashboards
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LISTEN
KNOW
RESPOND
Product Manager
Marke*ng Manager
Support Manager
Personas
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KNOW
RESPOND
Marke2ng Manager
Support Manager
LISTEN
Product Manager
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Maintain existing Products
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Measure success of recent launch
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Build new products
Sourced from
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! Maintain Ø “Topics with most Me-Too’s”
filtered by date and product
! Measure Ø “Topic Page Views” & “NPS”
filtered by product
! Build Ø “Topics with most Me-Too’s”
with custom metrics and filters
Analytics and Reports
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Maintain – Existing products
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Measure – Recently launched products
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Build – New products
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LISTEN RESPOND
Product Manager Support Manager
Marketing Manager
KNOW
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Paul, VP of Marketing
VP of Marketing
Enhance the company
public image,
build awareness and
customer leads
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Paul, VP of Marketing
VP of Marketing
Tracking customers and prospects, and learning about them
getting in their mindset–is key
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! Create Targeted Campaigns based on conversations in the community
! Use the Community as a Publishing Platform
! Maximize SEO & Increase Referral Traffic
Community Value Props
• Community gives PR a real-time pulse on consumer concerns
• Example: topics on humane sourcing of meat
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Monitored space for your customers to interact and talk about your brand
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Unmonitored Communities
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! Search, Most Used Search Terms – How do they get here? What are they looking for?
! User Activities – identifying brand advocates and champions
! Most Viewed Topics – What topics are people actually looking at?
Key Reports
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! Once within our community, what are users searching?
! Logged in or not, CHA captures user search terms
Search, Most Used Search Terms
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Search Terms
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Search Terms
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Search Terms Facebook mobile hootsuite champion jira spam language overheard Privacy good data Widgets zendesk
api federated search google analytics private Salesforce integration android Faq CHA 2.0 enterprise
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! Identify brand champions
! Find your company evangelists
User Activity Report
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User Activity Report
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User Activity Report
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User Activity Report
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! Net Result Marketing VP reached out to 10 new potential brand champions
User Activity Report
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! Measuring views, logged in or not
! Captures shopper activity
! Captures click-throughs from search
Most Viewed Topics
What are people REALLY
looking at?
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Marketing DashboardMarketing DashboardCustom ReportAdded User ActivityCustom ReportAdded User Activity
Most Viewed Topics
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Identify Champions and Brand Advocates
Most Viewed Topics
1 View FB user ID within GS 2 Federated Search 3 Widget examples 4 Integrate into iOS apps or games 5 Integration with Marketo
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! CHA make’s Paul’s job a lot easier
Happy VP of Marketing
VP of Marketing
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LISTEN
Product Manager
Support Manager
LISTEN
Marke2ng Manager
RESPOND
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Megan Head of Support
Community launched 6 months ago
Thus far tracking activity:
Ø Number of New Users, Logins and Topics
Ø Ready to dive deeper into CHA Ø Need - reports showing: Effectiveness
of community and support team
Respond to Customers
#veryfunnycomedian
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! What Reports in Community Health Analytics should Megan focus on?
Respond to Customers
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Ø Self Service - Peer to Peer Support
Ø Average 1st time to Respond of employees and champions
Ø Solved/Answered question Distribution
Support team Effectiveness
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Self Service
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Avg 1st time to respond
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Solved Answered Questions
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Responding to Customers will delight them
And make Megan a very happy Support Manager
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Demo
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CHA
Power of Community
Power of Analy2cs
CHA features and Customiza2on
Specific metrics based on personas
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Questions
Answers.
Keep the conversa*on going Ø Collec2ng, Analyzing & Ac2ng on
Customer Data – CHA Ø hOp://ow.ly/kC5P7
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