How Social Data Powers Customer Experience
This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of How Social Data Powers Customer Experience. We assembled a panel of experts to give us their perspective on this topic: Adam Oberweiser, the Associate Manager of Consumer Affairs at The Clorox Company; Seth Grimes, a Data Analytics Strategist for Alta Plana Corporation; and Fabrice Martin, the Vice President of Product Marketing for Clarabridge. This webinar was also sponsored by Clarabridge.
Seth got us started with a discussion on why text analytics is an essential technology in pursuit of the customer experience. He showed some stats from a market study they did which is available for free at altaplana.com/TA2014. This study has run for the last three years and shows some significant growth in the amount and number of different textual sources that companies are analyzing now.
Fabrice took over after Seth to give us some real world stories of how social media has powered the customer experience. My favorite example was a back to school twitter exchange with a frantic mom looking for a white shirt for her son. Several retailers saw the tweet and responded with a number of options for her. What I really liked about this example was the very clear ROI from this one tweet - who says there no ROI in social media!
Adam then finished off the presentations with a deep dive on how The Clorox Company has used social data to power its customer experience. He talked about his team's 3 objectives: Listen, Engage, and Influence. He focused on the Engage part for the balance of his presentation and how they find "meaningful" conversations across all the social media sources that track. Out of 250,000 social posts for Clorox they use NLP to identify the posts they want to engage in and its working!
Now, if you have ever been on a Social Media Today webinar before, you know they are very "participant-driven" and we love to ask your questions of our panelists. Some of the questions we covered in this webinar were: How many social media sources should a company be analyzing? What's the future of Image Analytics? What do you do with bad information?
If that piqued your interest, you will want to hear the replay of this webinar or review the slides from this webinar. Otherwise we hope you will join us on another Social Media Today webinar! The next one is on Unleash Your Advocates: Nestlé Purina Shares the Secrets to Training Employee Advocates; sign up for it or view the schedule of upcoming webinars here.
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