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Ruben Bru
Clarabridge EMEA
How Social Media Feedback can
increase the customer experience
WHAT HAPPENS WHEN CONSUMERS HAVE A BAD
EXPERIENCE?
2
55% CEASED BUYING
FROM A COMPANY
85% WANTED TO WARN
OTHERS
WHAT HAPPENS WHEN CONSUMERS HAVE A
GOOD EXPERIENCE?
3
55% ARE WILLING TO
RECOMMEND
66% ARE WILLING TO
SPEND 13% MORE
PERCEPTION IS NOT REALITY
4
80%
8%
Huge
Volumes
The challenges with customer feedback: Find It
It’s
Everywhere
8
25
100
It’s
Growing
The Customer Journey
CHURN
AWARENESS
RESEARCH
PURCHASE
SUPPORT
UPSELL
USE
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
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
Importance?
The challenges with customer feedback: Use It
Significance
? Urgency?
Frequency
Importance
Cold Entrée Rude Service
Frequency
Importance
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.
Microsoft Excel Voice Transcriptions
CEM Platform for Now & Future
Online
Feedback Online Communities
Call Center
Chat
Surveys
E-mails Data Warehouse
Ratings & Reviews
Blogs
CUSTOMER SERVICE
PRODUCT MANAGER
MARKETING RESEARCH
OPERATIONS CX Team SALES EXECUTIVE
Natural Language Processing
N A V
The product choice is great, but the customer service is poor.
N A V
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. .
-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
CX leaders
Embed Operationalize Analyze Connect
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
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
© Clarabridge, Inc. 2014 All rights reserved.
Thank you!
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
Clarabridge as a solid CX Partner
100
250
400
COMPANY GROWTH CUSTOMER GROWTH CX RECORDS PROCESSED
2006 2010 2014 2015
imp
lem
en
tatio
ns
2010 1 billion
2014 5 billion
2015 12 billion
50 GLOBAL PARTNERS
OVER LOCATIONS
customers
2006 2010 2014 2015 2009
850+ GLOBAL
C U S T O M E R 13 INDUSTRIES
2006
2015
10
850
1000
