SparkScore (The Social Net Promoter Score): A methodology for measuring social customer loyalty, presented by Laura Brooks

SOCIALMEDIA.ORG/SUMMIT2013ORLANDO

SparkScore (The Social Net PromoterScore): A methodology for measuringsocial customer loyalty

LAURA BROOKSSATMETRIX

DECEMBER 9–11, 2013

SPARKSCORE (THE SOCIAL NET PROMOTER SCORE):

A METHODOLOGY FOR MEASURING SOCIAL CUSTOMER LOYALTY

Laura L. Brooks, PhD

Vice President, Research & InnovaKon

© 2013 Satmetrix Systems, Inc. All rights reserved. 2

WHAT IS SPARKSCORE?

►  SparkScore is a standardized metric which conveys the insight from structured, survey based soluKons to the “social universe”

►  It integrates the industry-‐leading Net Promoter Methodology with social media, allowing companies to leverage unstructured data to drive beèr business outcomes.

►  Based on NPS methodology

ü Provides a single metric as well as a distribuKon of Detractors, Passives, Promoters

ü IdenKfies root cause to promote acKon

►  Satmetrix is a sobware placorm which measures SparkScore to help companies process social feedback enabling them to increase customer loyalty, reduce a`riKon, and a gain a clear compeKKve advantage


SOCIAL ANALYTICS BUSINESS CHALLENGES

How do I get a beèr view of my

market and customers?

How am I viewed compared to my

compeKtors?

How can my enKre organizaKon use

social media data?

How do I use social media data to make informed decisions?

How do I quanKfy social customer loyalty with one reliable metric?

How can I connect social media to my VOC/NPS program(s)?


TREMENDOUS VOLUME

What’s important?


SOMETIMES DIFFICULT TO FIND ROOT CAUSE

How can I measure loyalty and idenKfy

root cause?


AngryBritain.com AngryBritain@‏ @DazAltTheory @virginmedia I refuse to die unKl they’ve sorted my XX broadband

WHAT’S IN A SPARKSCORE? Qualified Spark = MenKons with senKment value

Brand = Virgin Media

Product Family: home

broadband

Sparkscore : 9, Promoter

CS = Delight factor

Sparkscore = Loyalty AnalyKc using NPS methodology

Obtains key drivers on issues affecKng loyalty

Sparkscore: 2, Detractor


NPS AND SPARKSCORE

Sparkscore

NPS

Business Outcomes

THE DEVELOPMENT AND METHODOLOGY OF SPARKSCORE


THE RESEARCH FOUNDATION

►  Build understanding using structured survey data (NPS) and comments

►  Gather social data to compare and contrast the learnings, algorithms, metrics from NPS and SparkScore

►  Verified using research data pilots

►  Launched 7 domains with companies acKvely using SparkScore


HOW DOES IT WORK?

1. Crawl Major Sources

2. Pull senKment Bearing reviews

2 million/month

3. Filter for brand/ CompeKKon/products

Love Sony TVs =

Sparkscore 9

4. Create SparkScore and

senKment phrases

Wifi sucks = Sparkscore 0

Setup is hard = Sparkscore 0

Setup is hard = Sparkscore 0

5. Provide Analysis & ReporKng

6. Take AcKon

SPARKSCORE GOES BEYOND SOCIAL LISTENING


SparkScore ObjecKves

Create a data collecKon engine to accurately measure SparkScore

IdenKfy root cause analyKcs with drill down capabiliKes

Improve acKon management and monitoring with auto alerts & noKficaKons

Leverage feedback to mobilize Promoters


BENCHMARK AGAINST COMPETITORS: SHARE OF VOICE IS NOT EVERYTHING

A large telco tracked compeKtors share of voice, both volume as well as change in Sparkscore to key events learning to respond more proacKvely over Kme.


TRENDS OF DATA SENSITIVE TO SHIFTS IN OPERATIONS

The bank has apologised to customers across the country who were hit by the problem. Reports of cards being declined began at 6.30pm – when many people go online to buy groceries aber work. -‐


SPARKSCORE GIVES PRODUCT INSIGHT BY STACK RANKING AGAINST KEY COMPETITORS FOR B2B

BUSINESSES

A UK Telco did not understand where they stood with

respect to their B2B (Enterprise) Accounts.


UNDERSTAND DRIVERS BEHIND THE SCORE

A global household appliance company overcame resistance to using social data because Sparkscore was an NPS-‐based metric that the

business understood.


CONVERSATIONS ARE NOT STATIC OVER TIME -‐-‐ SPARKSCORE DETAILS

ARE WHAT’S IMPORTANT

SPARKS: ALL SOURCES SPARKS: Twi;er & Facebook Only


FOR THIS CONSUMER ELECTRONICS COMPANY, LOOKING ONLY AT SPARKSCORE IN AGGREGATE

IS MISLEADING

SPARKS: Twi;er & Facebook Only

Looking in detail at the proporKon of

Detractors, Passives, and Promoters

showed a cyclicality that was happening

to one of this companies products over the summer.


SEPARATE SIGNAL TO NOISE: PROVIDE A RELIABLE METRIC TO UNDERSTAND WHERE YOUR PROMOTERS

AND DETRACTORS ARE TALKING


Not only can this hardware pc company track that product causes detractors, they are able to isolate that the baèry life is the issue


I think less of you as a company because you adverKsed during this skewed

poliKcal radio hour

TRACK EFFECTIVE OF DISRUPTIVE EVENTS & CAMPAIGNS

An auto parts manufacturer discovered the negaKve effects of an adverKsing channel and quickly changed course.


STRUCTURE DETAILED PARAMETERS FOR ALERT FOLLOW UP


MOBILIZE PROMOTERS

A consumer electronics company was able to use posiKve comments for word-‐of-‐mouth markeKng.

Consumer company


A global household appliance company used Sparkscore to uncover issues that convenKonal NPS-‐ data did not find to provide a beèr customer experience.

TAKE ACTION AND CLOSE THE LOOP


SUPPORTING THE FULL LIFECYCLE OF SOCIAL MEASUREMENT & ENGAGEMENT

AcKonable insight from

social

Reliable/quanKfiable measurement

of social percepKons

ComparaKve benchmarks

Closing the loop via social

Making social data acKonable

DistribuKng social data

SparkScore – social measurement grounded in

NPS

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SparkScore (The Social Net Promoter Score): A methodology for measuring social customer loyalty, presented by Laura Brooks