a nice verbal identity - what's its hard commercial value?
DESCRIPTION
In the digital world, successful customer engagement depends on effective language. But how do you measure it? What can you do to improve it? Chris West explains the role of a good verbal identity for a brand.TRANSCRIPT
What’s the hard commercial value
of a nice verbal identity?
In the digital world, language is the hinge of customer engagement.
Good news. In the digital world, we
can measure what customers make of a brand’s language…
What do customers make of your brand’s language?
1.ONSITE COPYANALYTICS
2.TEXT ANALYTICS
3.SOCIAL MEDIA ANALYSIS
What do customers make of your language?
1. “ONSITE COPYANALYTICS” – now that
we can measure progress through a site
(e.g. Tealeaf’s tools), we can see where
customers stumble. Are they packing
the cart but never checking out? It might
be a technical problem - or it might be
that the language on the site doesn’t give
them confidence about delivery. Or
perhaps earlier on, the language
undermined the credibility of the brand…
What do customers make of your language?
2.TEXT ANALYTICS – unstructured data
(free-form replies from customers, e.g.
contact-centre conversations, comments
on the bottom of a form) is about 5x as
big as structured data (which box was
ticked). The unstructured nature also
means it can reveal unexpected issues
and themes developing…if you can spot
them and value them.
What do customers make of your language?
3.SOCIAL MEDIA ANALYSIS – it’s not
about the 5,000 people your brand is
connected to. It’s about their 500,000
friends that they’re talking to. Who’s
most influential? What kind of language
do they use? What kind of language do
you use which motivates them? How do
you use language to spot potentially
valuable customers in your area?
How do you use language to convert
them?
If you know the value of a potential customer or you know the value of a
customer lost, then you know the value
of effective language.
An effective verbal identity identifies the
role of language in successful customer
engagement and makes the language of your
brand more successful.
How do we measure it?Copyanalytics, “before Vs. after” – improved
conversion rates, improved values across key
metrics.
Identifi cation of opportunities and
developing themes via text analytics – we
work with what the customer likes and the
client values
Growth of infl uence in social media– beyond
last-click valuation.
“We create language which creates value
for our clients.”
