Mark Rogers (Market Sentinel) & Robert Jardine (Carphone Warehouse) - Using Social Media to...

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USING SOCIAL MEDIA TO IMPROVE CUSTOMER EXPERIENCE

Case Study with Carphone Warehouse

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Introductions

Rob JardineCarphone Warehouse

Mark RogersMarket Sentinel

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How CPW Measures Customer Experience

Research

Strategy and Execution

Understand consumer needs, customer

experience and perception

Translate insight into decisions and actions

Market Intelligence

Identify market trends and consider business

implications

Analysis

Review purchasing patterns and consumer

behavior

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Customer experience improvement programme

Research tools and techniques help us to improve the customer experience

Net Promoter Score (NPS)

Exit surveys

Feedback on interactions

Brand tracker

Employee forums

‘Back to the floor’ activities

Focus groups

Structured

Quantitative

Unstructured

Qualitative

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Challenges

• What are the contexts behind the feedback in these structured surveys? Are we asking the right questions?

• What are people actually saying? Are they advocating or criticising the brand?

• What are people saying in realtime? And which of these comments matter?

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Enter Social Media Monitoring

Structured Surveys

Social Media Monitoring

Richer data about the customer

experience

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Social Media Strategy

• Monitoring• Measurement• Reporting

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Social Media Monitoring

Market Sentinel picks up every tweet, blog post, review and webpage that talks about Carphone Warehouse.

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Social Media Measurement

Market Sentinel finds the biggest topics of conversation and measures their activity and sentiment over time.

Samsung

Android Samsung Galaxy Tab Mobile phoneiPhone O2 T Mobile Apple Vodaphone Orange Nokia HTC Desire

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Social Media Trendspotting

Social media picks up common themes of conversation around Carphone Warehouse.

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Social Media Trendspotting

Is Android set to take off above the rest?

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Social Media Storytelling

Beyond metrics and measures, social media monitoring tells a story.

“It’s a good read.”

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Customer conversation in context

• Surveys showed that customer advocacy increases significantly when offered the service

• Service was promoted with TV, radio, press and in-store advertising

• Lack of mentions in social media suggests that consumer awareness is still low

“Loves that angry bird in the new carphone warehouse advert!”

- PrincessGagaG, www.twitter.com

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What customers really say

Social media monitoring informed us how people were publicly discussing Carphone Warehouse – you can’t get this from a structured survey.

We believe very strongly in the link between customer advocacy and long term business performance. Social media is the real test to see what people are actually saying about us.” - Rob Jardine“

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Rapid response to early warnings

• Social media monitoring revealed that customer were dissatisfied with delivery options.

• The information allowed CPW to flag the issue directly to the business owner who could take action before the issue spiraled out of control.

“With [CPW couriers] 90% need a sig and of that 20-30% are addresse only (bloody Carphone Warhouse – pain in the butt!)”

- The Jeepster, parcelforum.co.uk

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The Story Behind the Surveys

• Social media analysis helped turn all of the inputs from Carphone Warehouse’s various surveys and reports into a cohesive story, told through the eyes of the customer.

• These stories allow Carphone Warehouse to identify which customer experience issues matter most and where they should focus their efforts.