The New Customer Listening
Social Media Monitoring & Traditional Market Research Falls Short
The customer satisfaction index has been a tried and true market research tool for decades. This standard tool delivered the majority of customer intelligence that a company needed to guide its decision making for improving customer experience. With the explosion of social media and overall online communication with customers, companies are in search of supplementing their strategic market research by understanding the thousands or millions of customer comments within social media, email, and web-based feedback forms. Many companies have initially tried to “listen” to social media through simple, keyword-based software such as Radian6, Techrigy, and other free social media monitoring tools utilized to track simple buzz and keyword mentions. Keyword search solutions work well for tactical uses by PR firms for measuring traditional metrics of mentions and share of voice. The problem is keyword search falls short in providing insights that tell the real sentiment, meaning, and trends within customer opinions expressed in both social media and direct to company feedback. In most cases, users of such tools will still need to read the actual verbatim for each link or comment to figure out what’s really being discussed.
What you need to improve your company's brand performance and competitive edge is the ability to:
- Collect and continuously read and analyze all comments and conversations from every interaction channel, including direct customer feedback.
- Identify gaps between your brand promise and your customers' expectations.
- Take immediate action to address those gaps for each individual customer.
- Identify emerging hot topics, rapidly changing sentiment and perceptions.
- Conduct root-cause analysis within specific areas of customer praise and dissatisfaction.
- Quickly categorize and analyze new segments, issues and themes.
- Analyze large volumes of data across every channel, market and demographic.
- Process customer verbatim in all the languages spoken in your company's global footprint.
- Automatically trigger and send real-time analytics in real-time to your CRM system, call centers, and other engagement platforms.
