customer analytics & intelligence summit shree 7 30-2014

1 Dell - Internal Use - Confidential

Dell – Internal Use Only – Confidential

Deriving real-time Customer Insights using Social Media Analytics…

Shree Dandekar

Sr. Director, BI/Analytics Strategy

Twit: @shree_dandekar



A little about me! Product management and Engineering background

Experience in Application Development/Product Management

BI/Analytics product group – Dell SW

Currently – GM for Dell’s Social Media Product Portfolio

Contact Info –

[email protected]

Twitter - @shree_Dandekar

Linkedin - https://www.linkedin.com/profile/view?id=6291113&trk=nav_responsive_tab_profile

https://www.linkedin.com/profile/view?id=6291113&trk=nav_responsive_tab_profile



Customers have been empowered

@shree_dandekar



Customers have access to information at all times

@shree_dandekar



Data is created and consumed at a rapid pace

247 Billion Emails are sent everyday. 80% are spam.

$232 Billion dollars will be spent on Big Data through 2016

$600 Billion Dollars in waste annually for bad data or poor quality data

4.4 Million IT jobs globally will be created to support big data. Only 1/3 will be filled

37.5% of large organizations said that analyzing big data is their biggest challenge

70% of data is created by individuals. Enterprises are responsible for storing and managing 80% of it.

1.8 Zettabytes of business data in use in 2011, up by 30% from 2010

48 Hours of video are uploaded to YouTube every minute, resulting in 8 yrs of content daily

100 Billion RFID tags estimated to be sold in 2015

Sources: https://www.espatial.com/articles/20-shocking-facts-and-figures-about-big-data/ @shree_dandekar

Presenter

Presentation Notes

The screen shifted 2007 - 87% of mobile customers are not online 2011 - 80% of mobile customers are online Authority Shifted Retio, Mexico Arab Spring, 2,300 tweets before Hosni Mubarak, 230,000 per week after Participants Shifted Average social network user is 31 Fastest growing Facebook �demographic is women over 55 Average social gamer is 43 �year-old women Conversation Shift Brand touchpoints now generated by customers 66% Bloggers posting opinions about products 34%

https://www.espatial.com/articles/20-shocking-facts-and-figures-about-big-data/
















Dell - Restricted - Confidential

The explosion of data continues to create opportunity

Petabyte

Exabyte

Zettabyte

Terabyte

Transactional Data Traditionally, only transactional data was generated and stored in databases

• Structured • Measured growth

mainframe PC internet mobile machine

Human Files But over time, we started creating unstructured data

• Docs, Images, Video • Multiple formats • Fast growth

• Likes, tweets, relationships (social)

• Log files (machine) • Exponential growth

Social & Machines have added exponentially

@shree_dandekar


Dell – Internal Use Only – Confidential @shree_dandekar



Shifts have happened

everywhere Participants Shifted

Authority Shifted

Conversation Shifted

The Screen Shifted

Tectonic shifts happening…

@shree_dandekar

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Customer Experience is the new Marketing

@shree_dandekar

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Single View of the customer

@shree_dandekar



What is Customer Experience?

Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. http://en.wikipedia.org/wiki/Customer_experience

@shree_dandekar



Simply put, Customer Experience is an

Aggregated Experience of every

touch a customer stakeholder has with

your company

@shree_dandekar



Customers are sharing their experience about your brand on social media

Conversations

Brand Advocacy

Customer Interaction/ Experience

@shree_dandekar



What do customers expect on Social Media ?

http://searchcrm.techtarget.com/feature/Are-companies-tone-deaf-about-social-media-customer-service @shree_dandekar



Social Media maturity cycle

Data recording and Listening

1

Ad-hoc approach Optimized approach

Sentiment Analysis

2

Engagement

3

Customer Care

4

Social ROI

5

Social CRM

6

• Customer sentiment by topics/ Social Properties

• Influencers Vs. Detractor identification

• Marketing automation

• Lead generation

• Content curation

• Social Selling

• Promotions

• Early warning system

• Campaign effectiveness

• Customer feedback metrics

• Competitive intelligence

• Product ideation

• Brand reputation measurement

• Creating brand presence

• Building communities

• Social KPI’s • Social

Dashboards • Social content

creation • Engaging

stakeholders (internal/ external)

• Aggregating Social data

• Data filtering

• Trend monitoring

• Share of voice

• Segmenting data by Social properties

• Reporting

• Geo location

• Customer interaction

• Social Outreach

• Product Design

• Proactive customer care content creation

@shree_dandekar

Presenter

Presentation Notes

Customer journey Ad hoc to optimize – starts from ad hoc to highly optimized…this can be two slides



How to Start?

Step 1

• Start Listening

• Reactive

Step 2

• Focus on Insights – Analytics

• Proactive

Step 3

• Develop Brand Advocates

• Scale

@shree_dandekar



Shortcomings of Listening tools

• Majority of social media posts classified as neutral

Poor Sentiment Accuracy

• No actionable insights No Contextual

Information

• Pretty graphs/charts/reports but what is important?

Too many metrics

• How to integrate social in your business? Ease of Use

@shree_dandekar



Context is key for Business Insights

Clarabridge tagging is by topicSentence Topic Sentiment Intensity

1 Hard Drive (-) -21 Mini 9 (-) -22 Hard Drive Neutral 03 Hard Drive (+) 2

Radian6 tagging is at the Post levelSentence Topic Sentiment Intensity

NA Dell Neutral NA

separates into 3 distinct clauses and assigns sentiment by topic/context for each clause.

identifies single topic and assigns sentiment to entire post.

“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install”

Actual post

Actual sentiment/topic assignment…

1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9

3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"2) which originally came with an 8GB PCIE SSD.

@shree_dandekar

19 Dell - Critical Handling - Confidential


Social ROI

Sentiment Gravity

(degree of sentiment)

Domain Influence

Author Credibility Relevance

What?

• Dynamic • Real-time

• Capture positive / negative opinion

• Analyze at conversation / sentence / topic level

• Analyze context and recency (comment about recent product or EOL product)

• Look for language indicating place in buying cycle

• Segment authors on demographics, sociographics, past transactions, “bias” and the number and “type” of stakeholders they can likely influence

• Take into account where the comment originated

• Recognize that a comment made on WSJ/Forbes is more significant than personal Facebook page

How? Where? Who? When? Why?

What if ….

• Capture degree of sentiment on -5 to 5 scale

• Differentiate between “I like my Dell” and “I love my Dell.”

Presenter

Presentation Notes




Getting actionable insights through social media conversations

1 2 3 4 5

Listen: More than 25K Dell conversations every day

Enrich: Filter, categorize and determine sentiment using best-in class NLP and Text Analytics engine

Collate: Calculate metrics -which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / business

Deliver: Real-time tool for tracking and monitoring SNA and actionable insights for business managers

Aggregate: Aggregate all conversations pertaining to Dell / industry / competitors

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ROI Case Studies

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4,328

2,477 2,042

688 1,520

3,024 36 36 32

48

30

41

0

1000

2000

3000

4000

5000

-

10

20

30

40

50

1/10 1/17 1/24 1/31 2/7 2/14

Vo

lum

e o

f C

on

vers

atio

ns

SNA

XPS 13 - SNA and Conversations

Volume of Conversations SNARevenue

Rev

enue

Optimizing product pricing strategy

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0

2

4

6

8

22

24

26

28

30

Q1 Q2 Q3

NPS

SNA

Capitalizing on real-time NPS

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Using relevant chatter to quickly rectify support issues

0

50

100

0

2

4

6

8

10

12

14

Vo

lum

e o

f C

on

vers

atio

ns

(k)

SNA

SNA Wireless Battery Keyboard

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Improve Search Engine Optimization

Listen to Social Media Conversations

Apply Listening Algorithm and Identify Buzzwords

•Touch screen laptop •Tablet laptop •Duo laptop •And others…

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CMO dashboards

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Dell – Internal Use Only – Confidential Confidential

Social Media provides value across all areas of business – full customer lifecycle

Product Development

• Primary Research • Early Warning system • New Product Ideation

Marketing

• Instant feedback on campaigns

• Improve Product messaging and offers/promos

• SEO/SEM

NPS® Diagnosis • Issue identification and

tracking • Predicting NPS® based on

SNA

Sales

• Lead Generation and Scoring

Support/ Customer Service

• Improve coverage • Prioritization of support

issues

M&A

• Research on potential acquisitions

• Customer reaction on upcoming acquisitions

@shree_dandekar



Dell Social Outreach Services (SOS)

Among Top 10 Brands Delivering Customer

Service on twitter

14 Languages Supported

Engaging customers

on 50+ sites

100,000 followers MSD

twitter

monitored daily

Millions of Calls Deflected

Global Footprint

Trackable Revenue Creation

with Customer Contact

J A P A N E S E K O R E A N

3500 + interactions

/week

15,000 views per week

100+ Agents

Globally

55% Rants to Raves

e s p a ñ o l

d u t c h

f r a n c a I s e

118

Rockstars on DCF

@shree_dandekar



Industry Awards and Accolades for Dell SOS

Customer Service Team of the Year - Computer

Hardware & Services

“Today, Dell is not only listening, they’re providing almost instantaneous assistance to customers, and collaborating throughout the company to continually improve products and services.” “On @DellCares Twitter alone, Dell exceeds the follower circulation of the top 12 daily newspapers in the U.S!”

Dell Among Top 10 Brands Delivering Customer Service

on Twitter Simplymeasured.com, 2013

Best name – ~@AskAmex closely followed by @DellCares Global coverage – @DellCares “24×7 Global support”

@shree_dandekar



More Importantly – Converting Ranters to Ravers…. Lorna, You are an ANGEL! Thank you! Thank you! Thank you! I can't possibly express enough gratitude to you and this is a wonderful demonstration to my son that a company DOES make things right. I am beyond pleased. I used to run a business in which I shipped out UPS boxes regularly, so I am familiar with the process and can handle the necessities without having a driver come to the house. You have made up for an emotionally wrenching weekend.

Just gotta say thank you @DellCares for being the most helpful customer services advisor I have come across.

Nice one. Thank you so much for your help, I

wasn’t expecting such a quick resolution to the problem

Buenas tardes, Soy cliente de Dell i recientemente he adquirido un esquipo de su firma. Me dirijo a usted para poner en su conocimiento que la trabajadora del servicio de Twitter de DellSpain llamada Emma me ha ayudado con gran satisfaccion y ha resuelto todas las dudas que he tenido durante el proceso del envio del equipo a mi domicilio. Gracias ha trabajadoras como ella me hace confiar en Dell ya que ha solucionado todos los inconvenientes rapida y amablemente. Muchas gracias por dedicarme su tiempo en leer este mail.

I would like to send a huge than you to Dell and the manager here on Facebook “Madhur”. They went above

and beyond to ensure my laptop was back up and running like new. Rest assured if Madhur asks you to send him a message, he will do his best to help you. I will continue to use Dell computers as I have for the

past 10 years”

@shree_dandekar


Dell – Internal Use Only – Confidential Confidential

Example Case Study



Dashboard shows the real-time NPS metric and customizable daily/weekly/monthly trending chart

Dell SNA for Nov

Detailed Post metrics

Weekly SNA and Post

Trend

32



Topics Tab: Segmentation by different Topic groups – Products, Components

Allows you to drill down into a specific product/topic

Displaying SNA for all Product

Categories

Drill down a specific product

SNA dropped by 16 pts in last

week of Nov 33



Drill in to topics to understand change in score for any time period (week to week)

Topics – Related tab provides which topics are contributing to the change



Allows you to drill down in to actuals posts which are contributing to drop in SNA

Customers unhappy

about price for specific

config of XPS 13 with

ubuntu

35



Real-time NPS score jumped right back after price correction

3



Thank You

Shree Dandekar Sr. Director of BI/Analytics

Twit - @shree_dandekar

Presenter

Presentation Notes


customer analytics & intelligence summit shree 7 30-2014

Data & Analytics