customer service & digital metrics
DESCRIPTION
Understanding how to quantify the digital mediumsTRANSCRIPT
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Sa#sfac#on & Digital Metrics Quan#fy the Online
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Metric 4 – Customer Sa1sfac1on Customer Sa#sfac#on Measured by Asking
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CSAT is not the same as awareness and is more closely related to loyalty – loyalty feeds awareness in the behavioral impact model
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Brands have established customer bases and these customers have experiences with the product/service that defines their percep#on of the brand
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For example, a major automaker measured CSAT and brand purchase intent finding a one-‐to-‐one connec#on between CSAT and repurchase inten#on
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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.
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Why?
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Excellent customer service if there was a problem with the new car measurably changed percep#on posi#vely toward the brand
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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
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So how do we measure it?
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On a scale of 1 to 10, would you recommend this product/service to a friend or colleague?
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In a customer service environment, only the people who answer 9 or 10 maUer, everyone doesn’t
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So here is my ques#on to you –
What product or service would you recommend to a friend?
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“Would you recommend to a friend?” is the essen#al ques#on to define sa#sfied customers
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But does that maUer to us – how many people would recommend us?
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Fred Reichheld used this ques#on to define another essen#al marke#ng metric known as – The Net Promoter Score
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The Net Promoter Score is a beUer metric for customer service because it is more accurate
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To get the Net Promoter Score – we subtract the average number of detractors (score 0 – 6) from the number of promoters (9 – 10).
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The difference is one word in the ques#on – recommend becomes sa#sfied
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Why is this a beUer metric?
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For ac#onable metrics, it is beUer to ask a few simple ques#ons that focus the consumer’s aUen#on
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The ul#mate for a marketer is when your customers are so excited about your products/services that they recommend to friends or colleagues
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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!
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A customer’s recommenda#on is the best compliment your customer can ever give your brand
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But customer sa#sfac#on is a double-‐edged sword – ask this ques#on instead
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What product/service would you not recommend to a friend?
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This ques#on can elicit a strong response – simple maintenance issues, incorrect billing, and terrible customer service
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When people talk more about bad experiences – customer sa#sfac#on declines decreasing future sales and damaging the brand
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We call this metric the golden marke1ng metric because it links brand and loyalty in the behavioral impact model
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Digital Metrics Measuring Online Success
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There seem to be a lot of qualita#ve benefits like: Loyalty Trust Passion Interac#on Brand Awareness
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But you’ve probably been told….
“That stuff is hard to measure”
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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
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Metric #1 – Strength of Voice
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Strength of Voice (SOV) measures the brand awareness and reputa#on online.
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It is a historical analysis of how many people have been talking about your brand.
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Strength of Voice
# of Conversa#ons men#oning your brand Total # of Industry Conversa#ons
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With the SOV metric, we are looking at the %age posi#ve, %age nega#ve and %age neutral to determine the sen1ment value.
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Strength of Voice #2
# of brand men#ons by influencers and vocal customers Total # of relevant men#ons
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Metrics 2 – 8 – Marke1ng Effec1veness Reach, Engagement, Lead Genera#on & Cost/Benefit
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This equa#on is a more focused approach to understanding who influences your brand reputa#on and which direc#on the trend is moving.
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We have 4 metrics that are used for measuring the effec#veness of our online marke#ng programs.
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Social Reach is the total # of followers across all social plajorms.
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Social reach is important because we need to understand how many people to we touch with our brand messages
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Social reach is also used to calculate the value of the each follower to the brand.
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Value of Fan/Follower
Social Reach Total Online Marke#ng Spend
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Engagement
# Likes + # of Shares + # Retweets + # Comments # of published posts or pieces of content
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Engagement can be calculated: By Campaign Per Specific Social Plajorm Per Specific Post
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Influencer Engagement
Total Number of Influencers Aware of Brand Total # of Industry Influencers
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Cost/Benefit Analysis
ROI of Digital Media Campaigns ROI of Tradi#onal Marke#ng Campaigns
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Lead Genera1on Effec1veness
# of new leads from social channels # of total leads
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Lead Genera1on Effec1veness #2
# of new leads generated or influenced by social channels
# of total leads
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This is only the beginning of the journey when it comes to digital metrics.
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