Telerx presentation in San Francisco, CA on 5-9-2013 on the role of Social Media customer interaction and engagement, plus the role of advanced analytics in leveraging voice of the customer data

1. Turn Complainers into Loyal
Customers…
Using Social Media
&
Voice of the Customer
Analytics
Spencer Geren
Telerx
VP, Business Development,
Advanced Analytics
@Spencer_G2
John MacDaniel
Telerx
Sr. Director,
Voice of the Customer
@JohnMacD1
GMA 2013 Consumer Complaints
Conference
1

2. Everyday, Every Interaction
With Every Customer is a
“Moment Of Truth”
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Are YOU making the MOST of each moment?

3. What is a Complaint?
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4. Engagement vs. Interaction
 Created
content used to
encourage a
community to
engage or
comment
 Listening to
your consumers
and providing a
response to
their comment,
question or
complaint
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5. Or are we creating consumer
complaints?
Are consumers coming to us with
complaints…
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7. • Once you create your page or account, there is an
expectation from the customer that their comment will
be addressed.
SOCIAL
MEDIA
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• And there is an obligation from the brand to provide
a response

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9. We can only define how well we are doing when
we measure ourselves to what the consumer
expectations are…
….So what are consumers’ expectations?
 56% of customer tweets to companies are
being ignored. – AllTwitter
 More than 50% of Twitter users expect a
response in less than 2 hours – Attensity
 Of the actionable tweets and Facebook posts a
company gets, only about 20% relate the
marketing… the rest are about service. –Genesys
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10. Within 15
Minutes
11% Within 5
Minutes
9%
Within a few
days or so
33%
Within 30
Minutes
12%
Within 1 hour
10%
More than 1
hour, but later
same day
25%
- Edison
“In general, how soon after you contact a
brand, product, or company do you expect to
receive a response?”
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11. What’s Happening?
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61% - Potential
Interaction
87% Did interact
13% Did not interact
84% Potential Interaction
32 % Did interact
68% Did not interact
78% Of all mentions
0% No Twitter presence
94% Product Complaints

12. At what point does cost of not interacting
move brands to action?
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Your customer is an
individual person.
A single person.
And EVERY
INTERACTION
matters.

14. To move from complaint to advocacy, don’t think channel
strategy – think Consumer Engagement & Interaction strategy
1) Develop a Customer Interactions Strategy
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15. 3) Get the right people interacting with your
consumers
4) Sync everyone up on strategy, talking
points and policies
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2) Partner with the right technology

16. 5) Training
Customer Service +
Deliver Value to the Customer through Interaction =Earned Media
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Agitated
Appreciative
Passive
Ambivalent
Influencer/Advocacy
Influencer/
Detractor
Poor Interaction
No Interaction
Positive Interaction
Interaction with Purpose:

17. 6) Measure - Link metrics to your objectives so you
can measure your success.
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Customer
Experienc
e
First Post
Resolution
(FPR)
Positive
Acknowledgmen
t Response
(service
sentiment)
Percent of
Response Rate
Avg First
Response Rate
Correct Info
Provided
Tone/Quality of
Response –
Voice of Brand

18. 8) Don’t avoid the difficult conversations
7) Listen to your customer’s message... What are they
really asking?
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19. 9) Monitor beyond your page
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10) Ask if you can be of
assistance
11) Be Consistent

20. 12) Confirm you have been of
assistance.
13) Be timely.
14) Articulate expectations –
post service hours.
15) Don’t create an angry
customer where one did not
exist.
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16) Before you hit send, ask –
customer and community
perception?

21. Why should you do these things?
• Even in a negative economy, customer
experience is a high priority for consumers,
with 60% often or always paying more for a
better experience. (Source: Harris
Interactive)
• 86% of consumers quit doing business with
a company because of a bad customer
experience, up from 59% 4 years
ago. (Source: Harris Interactive)
• 89% of consumers began doing business
with a competitor following a poor
customer experience. (Source: Harris
Interactive)
• 59% will try a new brand or company for a
better service
experience. (Source: American Express)
• The top three drivers for investing in
customer experience management are:
• Improve customer retention – (42 %)
• Improve customer satisfaction – (33 %)
• Increase cross-selling and up-selling –
(32 %) (Source: Aberdeen)
• Peer recommendations are the most
trusted source for product information.
• Survey of 1000 Crowdtap site members
found:
• 70% said they tried a new product in
the last three months because a
friend or family member suggested
it, or posted about it online
• 61% did so because a friend or
family member suggested it to them
in person/by phone
• 71% of consumers use product
information from family and friends for
decision making, that’s why social
media is at the top of every Brand
Manager’s list (Source: Harris
Interactive)
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22. Consumers vs. Customers
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Analytics helps you
understand your
customers’ behaviors
Consumers are statistics… customers are real
people
Interactions moves
customers through the
path to Influence.

23. Social Media can create a magnification
effect on both sides of the spectrum…
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Evangelist
(NEG)
Ambivalent
Appreciative
Adoring
Agitated
Angry
Loyalty
Abandon
Which way are
your customer
interactions
heading?
Influencer
Advocacy

24. Social Media is a BIG world!
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25. Telerx - Copyright 2013 - Confidential & Proprietary 25

26. So What is analytics?
 First is starts with data
◦ Data = a measurement of something
 Analytics is the discovery and
communication of meaningful patterns in
data.
◦ Valuable in areas rich with recorded information
◦ Relies on the simultaneous application of
statistics, computer programming and operations
research to quantify performance. Analytics often
favors data visualization to communicate insight.
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27. There’s no shortage of DATA!!!!
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It may look like this…
But it feels like this!!!
Every 2 days we create as much information as we did from
the dawn of time up to they year 2003.
- Eric Schmidt

28. Current business
knowledge, experience
and domain expertise
Your organization’s data,
plus social media data,
can help un-lock the less
obvious insights about
your customers’ desires,
intentions and loyalty.
What’s hiding in all that data?
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29. The Case for Connection…
AKA “Why do we need analytics?
Customer A Customer B
 Seeks satisfaction but is not brand
loyal.
 High influence within Social Media
and digital space.
 Falls into bottom third of revenue
producing customers for your
company
 Represents top 1/3 of your revenue
generating customers based on
annual spending.
 Does not have Twitter or Facebook.
 Limited on-line profile or influence.
 True brand loyalist and offline
advocate.
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Get busy connecting consumers or get busy dying -John MacDaniel

30. “Not everything that can be counted
counts, and not everything that
counts can be counted.”
- Albert Einstein
"The greatest value of a picture is
when it forces us to notice what
we never expected to see"
-John Tukey, 1977 Exploratory Data Project
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Some important guiding principles

31. It’s all about Patterns!!!
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32. It’s all about Patterns!!!
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Yummy
Delicious
New product
Get some more
addicted
Tasty
Kid loves
it
Healthy

33. The growth of Speech analytics
Recorded
Voice
data
Social Media
Data
Call
Center
Data
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34. Analytics Using
Statistical
Methodologies:
Quantitative
observations about the
business generated
from analysis of
disparate sources of
data
Contextual Insights:
Insight drawn from
analysis that resonates
with an intimacy of the
business process.
Contextual insights rely on INTUITION
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35. So… How Do You Start?
 Start small
 Let questions help drive next steps
 Hypothesis-Test and Confirm
 Find your resources  You have an Excel fanatic…
FIND THEM!
 Organize your data
 Add to your data
• Sales, Marketing, Weather?
• This creates interest with other stakeholders
 Connect your data
 Market the value of your insight to other departments for
collaboration
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36. Market Your Message Up and Through
the Organization
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More
Informatio
n
Summary
Information
Dept Mgr/
VP’s
Headline
Information
C-suite

37. Information Must Flow As Follows:
• Assemble the right insight
• Get it to the right person
• … at the right time
• …in the right format
• …so they can make the right
observation &
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TAKE ACTION!!!

38. So Where Do You Go From Here?
 Remember core objectives…
Avoid what looks “COOL” and “scope creep”
 Avoid making it about the “technology”
 A dashboard never comes first!!!
 You can’t run the water until you build the
plumbing!
 If you include analytics vendors remember the first
bullet
 Laser focus on the value of solving the business
problem!
 Remember… it’s about understanding theTelerx - Copyright 2013 - Confidential & Proprietary 38

39. Free Can Really Be Powerful…
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http://www.tableausoftware.com/
http://ideal-analytics.com/
http://tagcrowd.com/
Word Clouds
http://www.wordle.net/
http://www.tagxedo.com/
http://www.mrexcel.com/
http://chandoo.org/wp/
http://support.google.c
om/fusiontables/answe
r/2571232?hl=en
Public Analytics
http://www.youtube.com/
watch?v=l0a0dCgFA5g

40. In Conclusion…
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41. THANK YOU!!!
Spencer Geren
VP, Business Development, Advanced Analytics
spencer.geren@telerx.com
@Spencer_G2
--- --- ---
John MacDaniel
Sr. Director, Voice of the Customer
john.macdaniel@telerx.com
@JohnMacD1
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