sponsored by netbase: go beyond social to find the voice of your consumer, digiday brand summit,...
TRANSCRIPT
Go Beyond Social to Find the Voice of Your
Customer December 5th, 2016DIGIDAY BRAND SUMMIT
2Why Customer Experience Matters
20%
Increase Customer Satisfaction
15%
Can lift revenue by up to
20%
And lower the cost of serving customers by as much as
3CEO Prioritize Customer Experience Initiatives
37%
of CEOs
Identify Customer Experience Management as a top priority investment over the next 5 years.Source: Gartner CEO Survey
4The Customer Journey
Awareness• Twitter• Facebook• Instagram• Product Reviews
Research• Website• Communities• Product Reviews• Blogs
Purchase• Surveys• Forums• Web feedback Upsell
Use
Support• Reviews• Voice • Online Chat• Emails
Churn
5The Customer’s Expectation is Growing
48% of Americans expect brands to know them and help them discover new products or services that fit their needs.
63% of customers say they been disappointed by a brand and 23% said they wouldn’t engage with that brand again after a bad experience.
6
• Born 1948; grew up in England
• Married twice• 2 children• Successful in
business • Wealthy
Person 1• Born 1948;
grew up in England
• Married twice• 2 children• Successful in
business • Wealthy
Person 2
The Traditional Approach Doesn’t Work Any More
Ozzy OsbournePrince Charles
7But, Understanding Customer Data is Very Complex
Data is Everywhere Its’s Growing Rapidly It’s Mostly Unstructured
90%Unstructured
8Goal is to Use Data to Drive the Best Customer Experience
• Awareness• Brand Health• Crises• Demand Gen.
• Purchase• Service• Satisfaction
• Support• Retention• Loyalty
• Use• Research
• Sell• Upsell• Testimonials
Marketing Operations Product Dev SalesCustomer Care
9Customer Experience Data Comes From All Sources
Marketing Operations Product Dev SalesCustomer Care
• Awareness• Brand Health• Crises• Demand Gen.
• Purchase• Service• Satisfaction
• Support• Retention• Loyalty
• Use• Research
• Sell• Upsell• Testimonials
10As Result Most Companies Lack a Single Aggregated View
Marketing Operations Product Dev SalesCustomer Care
• Awareness• Brand Health• Crises• Demand Gen.
• Purchase• Service• Satisfaction
• Support• Retention• Loyalty
• Use• Research
• Sell• Upsell• Testimonials
© 2016 NetBase Solutions - CONFIDENTIAL
11The NetBase Strategy
Our mission is to enable the vision…
“customer data informs every aspect of your business”
12Transform Customer Data from Any Source
Fuel Every Aspect of Your Business
Social Media
Customer CareDigital Channels
Survey Systems
CRM
13NetBase Best-of-Breed Platform
Open API
NetBase Aggregates and Delivers Insights on All Sources of Data
Benefits of a Data Driven Customer Experience 14
Boost Campaign Performance
Respond to Crises in Real Time
Lower Customer Care Costs
Improve Brand Health
Maximize Product Launch Results
Drive Customer Acquisition and Retention
© 2016 NetBase Solutions.
15Proven to Deliver Value
Taco Bell extends campaign reach by 4X
Marketing
Care
OperationsProduct Developme
nt
Sales
Company
Lassen drives $3.8M in New Product Sales
UMG increases sales by 20% T-Mobile handles 4X cases
and improves customer satisfaction
A quick serve chain increased sales by 3% outpacing industry
16Success Stories for Marketing & Customer Care
Taco Bell Extends Campaign Reach by 4X
“…We’ve found that we could engage with our customers on a deeper, more human level that further drives them to be brand champions.”
Mihir MinawalaManager, Social, Industry & Competitive Intelligence
4X extended
reach
2.5X higher retweet
rate
20% higher purchase
rate“By having data and analytics from NetBase, we’ve been able to change several business processes.”
Michelle MattsonDirector of Social Media
T-Mobile Handles 4X Cases and Improves Customer Satisfaction
Handle 4Xsupport cases
494% growthin social links
845% growth of fan base
17Success Stories for Customer Acquisition and Brand Health
20% growth in sales
New socialmarketing strategy
Won share of
voice
UMG Increases Sales by 20% while Boosting Campaign
Performance
“Changing our approach … brought home the win for our artist, resulted in a 20% increase in record sales, and forever changed how we look at our marketing campaigns.”
Tony GrotticelliDirector of Digital Development & Analytics
#1 share of voice
800K Instagram followers
90% brand
sentiment
Stance Socks Gains #1 Share of Voice & Improves Brand Health
“Without the marketing budget of our larger competitors, the Punks and Poets program has been crucial in building brand loyalty and making Stance the leader in the sock industry.”
Brett SirianniAssociate Director of Social Media
18Success Stories for Operations & Product Launch
A Quick Serve Chain Increased Sales by 3% Outpacing the
Industry
Lassen Drives $3.8M in New Product Sales
Monitored customer feedback for its largest product launch in 40 years. NetBase provided real-time awareness and helped the company detect and act on ingredient outages and incorrect information about product availability. The company served more product and increasing sales by 3% outpacing industry numbers.
“The marketplace is mandating exceptional levels of customer experiences…Social and digital insights provide the best way to … a significant competitive advantage to innovators.”
Nicholas WebbCEO
3% increase in sales per
location
Detected operational
issues in real-time
Amplified launch
through fans
63% lessdesign time
Sold out of initial product
run
$3.8M increase in sales
19NetBase is the Only Platform that Lets You
Gain a unified view of your customer for all customer experience stakeholders
Analyze data for all customer feedback and experience channels
Get instant insights into the root cause of customer issues with patented NLP
Streamline implementation for central teams or global rollouts
© 2016 NetBase Solutions - CONFIDENTIAL
20Trusted By The World’s Top Brands
21Key Take Aways
An increase in customer experience translates to large value and CEOs are investing to make that a reality
Break down the data and department silos to enable consumer data to fuel every aspect of your business
Organizations are making use of this approach and they are starting to see immense value
Find a solution that can support your needs to be the center of truth of customer experience data
Thank you