How social media feedback can increase the customer experience

1. Ruben Bru
Clarabridge EMEA
How Social Media Feedback can
increase the customer experience

2. WHAT HAPPENS WHEN CONSUMERS HAVE A BAD
EXPERIENCE?
55%
CEASED BUYING
FROM A COMPANY
85%
WANTED TO WARN
OTHERS

3. WHAT HAPPENS WHEN CONSUMERS HAVE A
GOOD EXPERIENCE?
55%
ARE WILLING TO
RECOMMEND
66%
ARE WILLING TO
SPEND 13% MORE

4. PERCEPTION IS NOT REALITY
80%
8%

5. Huge
Volumes
The challenges with customer feedback: Find It
It’s
Everywhere
8
25
100
It’s
Growing

6. The Customer Journey
CHURN
AWARENESS
RESEARCH
PURCHASE
SUPPORT
UPSELL
USE

7. The challenges with customer feedback: Understand It
I couldn’t get any help
No pude conseguir ninguna
ayuda
Cdn’t get hlp #servicefail
Q: How was the service?
Good Fair Poor
Requires
Interpretation
NPS
Promoters
Social Buzz
Likes
Call Volume
CSat
% Resolution
Inconsistent
Measures
Largely
Unstructured
95%
Detractors

8. Types of Big Data
• Structured Data: Who, When, Where, etc.
• Transactions, clicks, GPS tracking, real-time physical
sensors, measurable things
• Unstructured Data: What, Why, etc.
• Text, voice, video, photo

9. Importance?
The challenges with customer feedback: Use It
Significance
?
Urgency?
Frequency
Importance
Cold Entrée
Rude Service
Frequency
Importance

11. Customer experience management (CEM)
is the collection of processes a company
uses to track, oversee and organize
every interaction between a customer
and the organization throughout
the customer lifecycle.
Customer experience management (CEM)
is the collection of processes a company
uses to track, oversee and organize
every interaction between a customer
and the organization throughout
the customer lifecycle.

12. Twitter
Microsoft ExcelVoice
Transcriptions
CEM Platform for Now & Future
Facebook
Online
Feedback Online
Communities
Call Center
Chat
Surveys
E-mails
Data Warehouse
Ratings &
Reviews
Blogs
CUSTOMER
SERVICE
PRODUCT
MANAGER
MARKETING
RESEARCH
OPERATIONSCX TeamSALES EXECUTIVE

13. Natural Language Processing
N A V
The product choice is great, but the customer service is poor.
N A V

14. Linguistic Categorization and Sentiment
I was so excited to get my new laptop from MediaMarkt. It has super
sick graphics, beefy cpu and awesome battery life. The laptop was
not easy to find on the website. When I found it I didnt want to pay
for the rediculous shipping cost... so I went to the store to pick it up.
The place was a disaster area it made me sick. I couldnt find
anything. After waiting for 20 minutes for a red shirt I finally got help.
Ted was friendly, but, he had no idea how to answer questions
about the X4. Man, I loved that laptop but this sale should have
been easy and it wasn’t. #fail MediaMarkt  I'm going to Amazon.
STRUCTURED &
UNSTRUCTURED
I was so excited to get my new laptop from MediaMarkt. has super
sick graphics, beefy cpu and awesome battery life. The laptop was
not easy to find on the website. When I found it I want to pay
for the shipping cost... so I went to the store to pick it up.
The place was a disaster area it made me sick. I find
anything. After waiting for 20 minutes for a I finally got help.
Ted was friendly, but, he had no idea how to answer questions
about the X4. Man, I loved that laptop but this sale should have
been easy and it wasn’t. MediaMarkt  I'm going to Amazon.
LINGUISTIC CATEGORIES
USERNAME:
SEX:
AGE:
PROFESSION:
MediaMarkt.com
X4 Ultrathin
08/23/2016
3.0
3.0
5.0
3.0
7
WEBSITE:
PRODUCT:
REVIEW DATE:
OVERALL RATING:
LOCATION:
VALUE:
CONVENIENCE:
RECOMMEND:
BSMITH
FEMALE
22
STUDENT
I was so excited to get my from MediaMarkt. It has super
sick , beefy and awesome . The was
not easy to . When I found it I didnt want to pay
for the rediculous ... so I went to the store to pick it up.
was a disaster area it made me sick. I couldnt find
anything. After waiting for 20 minutes for a I finally got help.
was friendly, but, he had no idea
about the X4. Man, I loved that but this should have
been easy and it wasn’t. #fail  .
SENTIMENT
I was to get my from MediaMarkt. It has
, and . The was
to . When I found it I didnt want to pay
for the ... so I went to the store to pick it up.
was a area it made me . I
anything. After waiting for for a I finally got help.
was , but, he had
about the X4. Man, I that but this
and it wasn’t. .

15. -5 -4 -3 -2 -1 0 1 2 3 4 5
Very
negative
Negative Slightly
negative
Neutral Slightly
positive
Positive Very
positive
“has graphics,…”
“# is sick…”
“#fail ACME ”
“it made ”
Sentiment & Context

16. CX leaders

17. EmbedOperationalizeAnalyzeConnect
Collect
customer
feedback
70%
Analyze
business changes
based on insights
34%
Operationalize
solutions based
on insights
30%
Embed
across
organizations
22%
The State of CEM Programs Source: Temkin Group
Capitalizing on the VO, April 2016

18. Use Cases
• Understand customer experience across the omni-
channel (shops, eCommerce, ..)
• Real time NPS evaluation, cross customer feedback
sources
• Measure campaigns and understand customer
preferences on promotions
• Understand loyalty drivers
• Customer Care Call Deflection
• Near time Operational Optimization of the customer
journey
• Understand store operation improvement opportunities,
store layout and sign issues
• Compare operations and service between stores,
reporting at corporate and location level
• Uncover product defects, safety issues
• Uncover employee training opportunities
• Competitive analysis
• Create a true 360 view of the customer: profile
enrichment

19. © Clarabridge, Inc. 2014 All rights reserved.
Thank you!

20. Clarabridge is a Leader in Forrester’s Text Analytics Wave
“Clarabridge should be on your
enterprise shortlist for VoC applications.”
- market presence, proven solution
- plug-and-play setup, resulting in
faster time to deployment
- data visualization and slice-and
dice capabilities
Forrester Research
The Forrester Wave: Big Data Text Analytics Platform, Q2 2016

21. Clarabridge as a solid CX Partner
100
250
400
COMPANY GROWTHCUSTOMER GROWTHCX RECORDS PROCESSED
2006 2010 2014 2015
implementations
2010 1 billion
2014 5 billion
2015 12 billion
50GLOBAL
PARTNERS
OVER
LOCATIONS
customers
2006 2010 2014 20152009
850+
GLOBAL
C U S T O M E R
13 INDUSTRIES
2006
2015
10
850
1000