Social Media Monitoring & Engagement

Finding the pulse of your customers with social media

monitoring

Social CRM – A company’s response to the customer’s ownership of the conversation

“We are now at a point that the customer’s expectations are so great and their demands so

empowered that our SCRM business strategy needs to be built around collaboration and

customer engagement, not traditional operational management.” Paul Greenberg

3 step process for successful Social CRM strategies

"If I’d asked my customers what they wanted they’d have said a faster horse" - attributed to Henry

Ford

If you want to understand the tiger, don’t go to the zoo, go to the jungle.

The Social Media DNA: It’s not just about the Marketing Department

Vaqar Khamisani

CPE Audiences Lead

Microsoft UK

*PULSE Dashboard

Change Managemen

t

ListeningChannels

Voice of the Customer

(VOC) Analysis

• Products• Programs• Process

• Verbatim Analysis Tools• Social Media Analytics

Systemic Issues

VOC Data

Customer/ Partner

Satisfaction

• Surveys• Feedback• Social

Media

CUSTOMER & PARTNER EXPERIENCE

Contact centre call

classification data

Customer ratings

scores on review

websites

Tweets, blogs, forum

commentsContact centre

call logs‘Get Help’

Customer ratings provided via satisfaction

surveys (eg nSat)

Customer responses to open-ended

survey questionsFocus group

verbatim

One Voice of the Customer

Structured Content(‘numbers’)

Unstructured Content

(‘stories’)

Solicit

ed

Un

solicit

ed

Product XThe

market

Product XOur

Customers

The “Blogosphere”

Customers

What are we monitoring- Perceptions versus Reality

NetSatisfactio

nNSAT

200 = Maximum score

160 = Advocacy

140 = Loyalty

*How satisfied are you with Microsoft?

120 = Satisfaction

Project CPE 147…. The CPE Mission“Our mission is to consistently satisfy our customers and partners with great experiences through our products and services, the way we listen and respond, and by making it simpler to do business with our company. In doing so, we not only drive satisfaction, but enable Microsoft to win new customers and grow the business.”

• Long term goal• Agree the top work streams • Be clear on what success looks like

* CPE 147 Tech Audience Workstream

PULSE

* Create a hub providing “holistic” pulse of tech audiences across various listening channels (internal & external)

* Provide accurate and dynamic assessment regarding the sentiments of our audiences and measured NSAT

* Deliver an ‘early warning’ (forecasting) system across the tech audience segment through VOC pulse dashboard

* Tech Audience surveyed twice a year, proving it difficult to get an on-going dynamic measure of their satisfaction

* Several solicited & unsolicited listening posts, but a lack of comprehensive and cohesive view across all of them

Primary Objectives

Main Strategies

Key Challenges

CPE 147 TECH AUDIENCE WORK STREAM

PULSE

Showcase

Questions