23
Creating Sustained Customer Insight: the next frontier Darren Sharp Senior Consultant Resonate Solutions +61 (0)419 314 655 twitter.com/dasharp Web 3.0 & The Future of Social Media Sydney Tue 21 June 2011

Creating Sustained Customer Insight

Embed Size (px)

DESCRIPTION

Presentation to the Web 3.0 conference Sydney 21 June 2011. How to create a sustained customer insight program that can become an ongoing asset to your brand.

Citation preview

Page 1: Creating Sustained Customer Insight

Creating Sustained Customer Insight: the next frontier

Darren SharpSenior ConsultantResonate Solutions+61 (0)419 314 655twitter.com/dasharp

Web 3.0 & The Future of Social MediaSydney Tue 21 June 2011

Page 2: Creating Sustained Customer Insight

Resonate Solutions

• Managed online communities

• Closed-loop feedback programs – NPS

• Social Media Monitoring & Analysis

• Social Media Strategy

Page 3: Creating Sustained Customer Insight
Page 4: Creating Sustained Customer Insight
Page 5: Creating Sustained Customer Insight

Web 3.0 - The Stream Nova Spivack

• Streams are rapidly changing sequences

of information around a topic.

• Microblogs, hashtags, feeds, multimedia

services, or even data streams via APIs.

• The key is that streams change often. This

change is an important part of the value

they provide.

http://www.novaspivack.com/uncategorized/welcome-to-the-stream-next-phase-of-the-web

Page 6: Creating Sustained Customer Insight
Page 7: Creating Sustained Customer Insight
Page 8: Creating Sustained Customer Insight
Page 9: Creating Sustained Customer Insight

Consumers are talking – in a big way…

Page 10: Creating Sustained Customer Insight

“Personal data is the new oil of the Internet

and the new currency of the digital world.”

Meglena Kuneva, European Consumer Commissioner, March 2009

On an average day:- 47 billion (non-spam) emails- 95 million tweets on Twitter- 30 billion pieces of content

shared on Facebook

Personal Data: The Emergence of a New Asset Class. World Economic Forum (2011)

Page 11: Creating Sustained Customer Insight

Bill Johnston – Dell

Social Media: describes a large spectrum of tools and activities

Online Communities: are networks of people. Your online community should be grounded in building and sustaining networks of relationships over time

http://www.slideshare.net/seismonaut/community-conference-2011-dell-bill-johnston-7913904

Page 12: Creating Sustained Customer Insight

Episodic vs. Sustained Communications

Episodic Sustained

Campaign based Ongoing relationship

Audience dissipates Persistent community

One-off participation Ladder of participation

Short term Long term

Adapted from: http://egovau.blogspot.com/2009/11/bringing-government-into-age-of.html

Page 13: Creating Sustained Customer Insight

Online Communities for Customer Insight

• Interact, share ideas & ask questions

• Support channel: community manager & p2p

• Reward brand loyalty

• Provide meaningful brand context

Page 14: Creating Sustained Customer Insight

Conversation that is structured…

Recruiting Qualification Survey Results Interpretation Action

We want to hear from you

• What matters most?• Your suggestions?• Your peer suggestions?

We heard you:• Here’s what you, and your peers, said;• Here’s the order in which you and your

peers prioritized it• Thank you

• Here’s what we’re doing about it• Please stay in touch…

Page 15: Creating Sustained Customer Insight

Frame the conversation…

Customer initiated Ideas with voting and comments

Iterative Survey – with

customer generated answers,

voting and ranking

Comment Spinners –indicating community health

Quick Polls – with immediate graphical feedback

Blog Posts with comments

www.everydaymatters.com.au

Page 16: Creating Sustained Customer Insight

Tribe Management

Tribes are a group of people:• Connected to one another

• Connected to a leader

• Connected to an idea

Page 17: Creating Sustained Customer Insight

21st Century Tribes

The key building blocks:• Story-telling

• Rites of Passage

• Obligations

• Egalitarian organisation

• Multi-skilled

• Two-way loyalty

http://globalguerrillas.typepad.com/globalguerrillas/2009/03/manufacturing-fictive-kinship-.html

Page 18: Creating Sustained Customer Insight

The Stream of Customer Data!

Branded Online Communities

Mass Social Media

Contact Centre

BlogsForums

Customer Emails

Surveys

NPS

Page 19: Creating Sustained Customer Insight

Qual + Quant = Value

What is being said… In what context…

Page 20: Creating Sustained Customer Insight

Summary

• Web 3.0 is a growing multitude of streams

• Information overload is here to stay

• Personal data is the new oil of the Internet

• Are you capturing and analysing this

unstructured data - what customers are saying?

Page 21: Creating Sustained Customer Insight

Summary

• Online Communities are an important way to

generate sustained insight about your customers

(episodic vs. sustained communications)

• From Community Management to Tribe

Management – become a tribal leader!

• There are key building blocks to modern-day

tribes (stories, rites, obligations, egalitarian, multi-

skilled, two-way loyalty)

Page 22: Creating Sustained Customer Insight

Summary

• At some point your organisation will have to contend with

these emerging streams of customer data

• Customer Insight & Action platforms can help you make

sense of this data and take appropriate action through

closed-loop feedback

Page 23: Creating Sustained Customer Insight

Thanks!

Darren SharpSenior Consultant, Community [email protected]+61 (0)419 314 655www.twitter.com/dasharpwww.resonatesolutions.com.au

Conversations. Communities. Collaboration.