Enhancing Worker Digital Experience: A Hands-on Workshop for Partners
3rd party feedback product launch webinar
1. Re-Imagining Customer Feedback to
Drive Action
3rd Party Feedback and Text Analytics
Lee Kennedy
VP, Products
lkennedy@empathica.com
March 19, 2013
1
39. Sales (North America)
1-888-633-1633
sales@empathica.com
Sales (UK)
+44 (0) 121-632-2240
contactuk@empathica.com
Thank You
On Our Website
www.empathica.com/3rd-party-feedback
39
39
Hinweis der Redaktion
Social media and social review sites are growing at a rapid pace. Everybody knows about the growth of Facebook with over 1 Billion reported active users, likewise the other big player in social media, Twitter has also surpassed the 500 Million user mark.Forma social review perspective the landscape is equally impressive. Yelp currently has a database of over 30 Million reviews, and TripADvisor has over 50 Million reviews in their database.That’s a huge pool of potential consumer insights. The challenge is finding those needles of insights for your brand in the haystack of reviews.Not to forget the vast amount of data out there on brands in customer surveys and in the media.
This feedback and commentary being generated in social media isn’t just presenting restaurant owners with a challenge, but this activity is actually driving and changing customer behavior.Results of Empathica’s consumer insights research prove this. With 3 out of 4 respondents indicating that social media comments and reviews were influencing their restaurant dining decisions.Perhaps more interesting half of the respondents indicated that social media was their source for discovering and trying new brands.
So let’s try to make sense of this all by putting not only social media, but all your customer feedback into the right context.These days this social feedback along with existing more traditional sources of feedback such as customer surveys or even traditional PR and marketing activity seems to have created an almost endless pool of data for restaurant brands to keep track of.
At the bottom left hand side of this spectrum we have survey feedback. This is the kind of feedback that should be most familiar to any of you out there who have a guest experience program. This feedback includes scored survey responses along with open ended comments. This feedback is not only highly structured but can also be solicited in a fashion that is highly location specific.As we move across the spectrum of feedback, at the top right hand corner is highly unstructured and general feedback. This could include things like PR mentions on sites such as CNN or BBC.In the middle sits the type of feedback that we’re focusing on in today‘s session. This would be feedback and mentions on social media and social review sites. Some social media recommendations can make mention of a location name, or city. In the case of social review sites, these pieces of data are a requirement along with the added structure of a rank or score which often accompanies a completely unstructured free from review.
At the bottom left hand side of this spectrum we have survey feedback. This is the kind of feedback that should be most familiar to any of you out there who have a guest experience program. This feedback includes scored survey responses along with open ended comments. This feedback is not only highly structured but can also be solicited in a fashion that is highly location specific.As we move across the spectrum of feedback, at the top right hand corner is highly unstructured and general feedback. This could include things like PR mentions on sites such as CNN or BBC.In the middle sits the type of feedback that we’re focusing on in today‘s session. This would be feedback and mentions on social media and social review sites. Some social media recommendations can make mention of a location name, or city. In the case of social review sites, these pieces of data are a requirement along with the added structure of a rank or score which often accompanies a completely unstructured free from review.
The best way for operators to make sense of all the social feedback available to them is to filter out the noise first and simply present to them what is most applicable to them.In this case, by viewing that semi-structured feedback we discussed earlier (such as a review from a site such as Yelp) alongside structured survey feedback, a location manager can not only see the qualitative sentiment their restaurant has in cyberspace, but can see that review within the context of how they are doing according to their directly solicited feedback.It’s tempting to get caught up in responding to each individual piece of feedback. That puts you squarely in reactive mode. While its great to rescue a dissatisfied guest, that doesn’t actually deal with the cause of the problem. Something is still going wrong and it will keep happening until I do something to cause a change.The challenge with social media is to separate out rare events (the noise) from systemic issues (the signal).
As a location manager that means seeing integrated trends that are occurring across all my feedback channels. You don’t want managers trying to browse through multiple channels, using different tools, and trying to determine the patterns.You want simple. “Oh, look. Fries seems to be the biggest thing people are complaining about. Let’s see what they are saying.” I click “fries” to drill-down.
Now I can see all comments, from both semi-structured reviews and structured survey feedback, that contain negative sentiment about fries. I also see my Trends updated based on this new filter.I can immediately see that the most common word in relation to “negative fries” is “cold”. Filtering the comments, I can now look through everything that mentions cold fries, whether from survey comments, Facebook recommendations, or social reviews like Yelp.Now I’ve found a real issue occurring at my location – we seem to be serving quite a lot of cold fries. That’s something we can fix!
Now we’re going to take concrete action to improve the guest experience by making sure we stop serving cold fires. I want to make sure that fries are top-of-mind as the back-of-house are plating the food, so I add a new Action to our plan.