shaking the ceo money tree kirsten bay, ceo, attensity
Post on 26-Dec-2015
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Shaking the CEO Money Tree
Kirsten Bay, CEO, Attensity
My Intersection with Big Data
About Attensity
12+ years experience in unstructured analytics
9 patents in natural language processing and data ingestion
150 Million web & social sources available to users
150+ installations worldwide
World’s largest NLP development group
Leading provider of social analytics & engagement applicationsAnalyze and Act on social conversations, no matter where they occur:
Twitter • Facebook • Google+ • blogs • reviews • forums • communities • emails • surveys • more
Millions of Customer Conversations
450 Million Tweets per day247 Billion Emails per day126 Million BlogsMillions of CRM Records100s of Millions of Surveys
In the Beginning…
Social Media = Marketing Talking To The World
Now…
Social Media = Customers and Companies Engaging
Over 1/3 of Tweets to Brands are Service-Related
Social Media: Not Just For Marketing Anymore
Marketing and Customer Service
Problems may be creating your marketing content, but the social media marketing team also needs to know how to handle a crisis with a plan
A decision has to be made, whether an issue should be handled privately (via traditional channels ) or do you consider going public to demonstrate that you listen and care about your customers and create a positive outcome for your brand?
Do you ‘delete or not delete’ the comment? It is considered poor form to bury bad press as this can lead to complaints going onto other social platforms and making the problem worse
Proving you can handle these situations and adding value for the customer is even more important than just creating informative and engaging marketing content
The Internet and Social Media Have Changed Customer Service Forever
Customers expect instant and easy access to service any time, any where
Self service, community support, 3rd party forums and service via Twitter are becoming expected parts of a service offering
Customers expect instant response no matter where they communicate their issues
Today’s consumers show a growing preference for using social media for customer service
Among 18-24 year olds, 37% prefer customer service through social media rather than the phone
The State of Social Customer Service 2012 - NM Incite
Great Service = Great Marketing
As social media continues to grow, it is really important for businesses to accept the fact that consumers will turn to online channels to complain about service issues
It’s very easy for your customers to go elsewhere if you #fail
Unless you get the engagement plan right - whatever you achieve with your social media marketing your brand can be damaged
The correlation between great social media service experiences, strong social marketing and likelihood to purchase something from a brand is very significant!
87% of consumers say their online social interaction with the company “positively impacted” the likelihood that they’ll purchase from that brand
J.D. Power and Associates 2013 Social Media Benchmark Study
Customer Service Blind Spots Lead Consumers to Switch to Competitors
During the online service process, consumers communicate specific areas of dissatisfaction
BUT, most companies remain blind to customers who have communicated issues and who have even partially switched leaving them unable to respond until it is too late
Most companies fail to identify when a business pattern with a customer changes and respond accordingly
Companies would do well to pay attention to “tremors” as much as they attend to “earthquakes”
Accenture 2011 Global Consumer Research Study New Realities
And These Demographics May Surprise You
Consumers 18 to 29-years-old are more likely to use a brand’s social media site for servicing interactions (43%) than for marketing (23%)
Your best social marketing customer may be over 50 - 38% of those 50 and older interact with a brand’s social media site for marketing
Most social marketers aim content and engagement toward an audience they presume is young, but this study demonstrates that considering a more mature voice in social marketing could pay off
Generation X Expects Both Customer Service & Marketing Via Social - consumers ages 30 to 49, use of social media for marketing and servicing is divided straight up the middle (39% for each)
J.D. Power and Associates 2013 Social Media Benchmark Study
How DO you get budget?
So…
It’s more than ROI… It is about revenue!
Marketing and Customer Service Should Work Together to Shake the Money Tree
You Need a Comprehensive Strategy
Efficiently and Centrally drive key engagement processes
Work Together To Deliver actionable insights for the whole company
You Need One System and Policy for Engagement Across an Organization
Product Issue: Request for help or reported problem > Create ticket for Call Center
Corporate Rant or Rave > Route to Corporate Communications
Lead / Intent-to-buy > Route to SFA system for Inside Sales
Feature Suggestion, Product Compliment or Complaint > Automatic Jira ticketing for Product Management
Fraud: Communication from an unauthorized provider of products, use of brand in spam activity > Delivery to Outlook mailbox for Legal
Work Together to Use Customer Communications to Better Understand Your Customers and Market
Sentiment – how customers feel about the company and specific products
Top Complaints, compliments and emerging issues
Customer Profiling – who is contacting you
Net Promoter Score™ correlations
Intent to churn, intent to buy
Spot opportunities to win new business from customers frustrated with the competition
Key Takeaways
Marketing and Customer Service Need to Work Together to Deliver a Comprehensive Brand Experience
Combine Forces in Budgeting for a Corporate-Wide System to Ensure Uniformity and Compliance
Combine to Gather Actionable Insights for the Company
Let’s Continue The Conversation!
Attensity Camp | LinkedIn
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