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Customer Service & Digital Metrics

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Customer Service & Digital Metrics

  1. 1. Sa#sfac#on  &  Digital  Metrics   Quan#fy  the  Online   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  2. 2. Metric  4  –  Customer  Sa1sfac1on   Customer  Sa#sfac#on  Measured  by  Asking   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  3. 3. CSAT  is  not  the  same  as  awareness   and  is  more  closely  related  to  loyalty   –  loyalty  feeds  awareness  in  the   behavioral  impact  model   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  4. 4. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  5. 5. Brands  have  established  customer   bases  and  these  customers  have   experiences  with  the  product/ service  that  defines  their  percep#on   of  the  brand   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  6. 6. For  example,  a  major  automaker   measured  CSAT  and  brand  purchase   intent  finding  a  one-­‐to-­‐one   connec#on  between  CSAT  and   repurchase  inten#on   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  7. 7. Customers  who  had  problems  with  a   par#cular  car  brand  were  more   sa#sfied  and  had  a  higher   repurchase  intent  than  those  who   did  not  have  any  problems  at  all.     HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  8. 8. Why?   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  9. 9. Excellent  customer  service  if  there   was  a  problem  with  the  new  car   measurably  changed  percep#on   posi#vely  toward  the  brand   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  10. 10. Therefore,  customer  sa#sfac#on  is   the  “golden”  marke#ng  metric  that   bridges  both  loyalty  and  brand   awareness  –  and  can  be  used  as  a   leading  indicator  of  future  sales   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  11. 11. So  how  do  we  measure  it?   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  12. 12. On  a  scale  of  1  to  10,  would  you   recommend  this  product/service  to   a  friend  or  colleague?   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  13. 13. In  a  customer  service  environment,   only  the  people  who  answer  9  or  10   maUer,  everyone  doesn’t   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  14. 14. So  here  is  my  ques#on  to  you  –       What  product  or  service  would  you   recommend  to  a  friend?   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  15. 15. “Would  you  recommend  to  a   friend?”  is  the  essen#al  ques#on  to   define  sa#sfied  customers   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  16. 16. But  does  that  maUer  to  us  –  how   many  people  would  recommend  us?   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  17. 17. Fred  Reichheld  used  this  ques#on  to   define  another  essen#al  marke#ng   metric  known  as  –     The  Net  Promoter  Score   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  18. 18. The  Net  Promoter  Score  is  a  beUer   metric  for  customer  service  because   it  is  more  accurate   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  19. 19. To  get  the  Net  Promoter  Score  –  we   subtract  the  average  number  of   detractors  (score  0  –  6)  from  the   number  of  promoters  (9  –  10).   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  20. 20. The  difference  is  one  word  in  the   ques#on  –  recommend  becomes   sa#sfied   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  21. 21. Why  is  this  a  beUer  metric?   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  22. 22. For  ac#onable  metrics,  it  is  beUer  to   ask  a  few  simple  ques#ons  that   focus  the  consumer’s  aUen#on   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  23. 23. The  ul#mate  for  a  marketer  is  when   your  customers  are  so  excited  about   your  products/services  that  they   recommend  to  friends  or  colleagues   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  24. 24. Customer  evangelists  and  fans   demonstrate  their  emo#onal   connec#on  to  your  brand,  so  they   become  the  marke#ng  department   –  everywhere!  Their  passion  adds   authen#city!   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  25. 25. A  customer’s  recommenda#on  is   the  best  compliment  your  customer   can  ever  give  your  brand     HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  26. 26. But  customer  sa#sfac#on  is  a   double-­‐edged  sword  –  ask  this   ques#on  instead   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  27. 27. What  product/service  would   you  not  recommend  to  a  friend?   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  28. 28. This  ques#on  can  elicit  a  strong   response  –  simple  maintenance   issues,  incorrect  billing,  and  terrible   customer  service   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  29. 29. When  people  talk  more  about  bad   experiences  –  customer  sa#sfac#on   declines  decreasing  future  sales  and   damaging  the  brand   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  30. 30. We  call  this  metric  the  golden   marke1ng  metric  because  it  links   brand  and  loyalty  in  the  behavioral   impact  model   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  31. 31. Digital  Metrics   Measuring  Online  Success   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  32. 32. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  33. 33. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  34. 34. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  35. 35. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  36. 36. There  seem  to  be  a  lot  of  qualita#ve   benefits  like:     Loyalty   Trust   Passion   Interac#on   Brand  Awareness   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  37. 37. But  you’ve  probably  been  told….     “That  stuff  is  hard  to  measure”   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  38. 38. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  39. 39. It  is  easy  to  measure,  just  not  with  the   conven#onal  metrics  ….     Because  it  affects  more  of  your   organiza#ons  aUributes  than  just   boas#ng  sales   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  40. 40. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  41. 41. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  42. 42. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  43. 43. Metric  #1  –  Strength  of  Voice   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  44. 44. Strength  of  Voice  (SOV)  measures  the   brand  awareness  and  reputa#on  online.   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  45. 45. It  is  a  historical  analysis  of  how  many   people  have  been  talking  about  your   brand.   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  46. 46. Strength  of  Voice     #  of  Conversa#ons  men#oning  your  brand   Total  #  of  Industry  Conversa#ons   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  47. 47. With  the  SOV  metric,  we  are  looking  at   the  %age  posi#ve,  %age  nega#ve  and   %age  neutral  to  determine  the   sen1ment  value.     HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  48. 48. Strength  of  Voice  #2     #  of  brand  men#ons  by  influencers  and  vocal  customers   Total  #  of  relevant  men#ons   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  49. 49. Metrics  2  –  8  –  Marke1ng  Effec1veness   Reach,  Engagement,  Lead  Genera#on  &  Cost/Benefit   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  50. 50. This  equa#on  is  a  more  focused   approach  to  understanding  who   influences  your  brand  reputa#on  and   which  direc#on  the  trend  is  moving.   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  51. 51. We  have  4  metrics  that  are  used  for   measuring  the  effec#veness  of  our   online  marke#ng  programs.   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  52. 52. Social  Reach  is  the  total  #  of  followers   across  all  social  plajorms.   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  53. 53. Social  reach  is  important  because  we   need  to  understand  how  many  people   to  we  touch  with  our  brand  messages   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  54. 54. Social  reach  is  also  used  to  calculate  the   value  of  the  each  follower  to  the  brand.   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  55. 55. Value  of  Fan/Follower     Social  Reach   Total  Online  Marke#ng  Spend   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  56. 56. Engagement     #  Likes  +  #  of  Shares  +  #  Retweets  +  #  Comments   #  of  published  posts  or  pieces  of  content   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  57. 57. Engagement  can  be  calculated:     By  Campaign   Per  Specific  Social  Plajorm   Per  Specific  Post   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  58. 58. Influencer  Engagement     Total  Number  of  Influencers  Aware  of  Brand   Total  #  of  Industry  Influencers   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  59. 59. Cost/Benefit  Analysis     ROI  of  Digital  Media  Campaigns   ROI  of  Tradi#onal  Marke#ng  Campaigns   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  60. 60. Lead  Genera1on  Effec1veness     #  of  new  leads  from  social  channels   #  of  total  leads   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  61. 61. Lead  Genera1on  Effec1veness  #2     #  of  new  leads  generated  or  influenced  by  social   channels   #  of  total  leads   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  62. 62. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  63. 63. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  64. 64. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
  65. 65. This  is  only  the  beginning  of  the  journey   when  it  comes  to  digital  metrics.   HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED

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