Customer Service & Digital Metrics

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Sa#sfac#on & Digital Metrics Quan#fy the Online


Metric 4 – Customer Sa1sfac1on Customer Sa#sfac#on Measured by Asking


CSAT is not the same as awareness and is more closely related to loyalty – loyalty feeds awareness in the behavioral impact model



Brands have established customer bases and these customers have experiences with the product/service that defines their percep#on of the brand


For example, a major automaker measured CSAT and brand purchase intent finding a one-‐to-‐one connec#on between CSAT and repurchase inten#on


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.


Why?


Excellent customer service if there was a problem with the new car measurably changed percep#on posi#vely toward the brand


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


So how do we measure it?


On a scale of 1 to 10, would you recommend this product/service to a friend or colleague?


In a customer service environment, only the people who answer 9 or 10 maUer, everyone doesn’t


So here is my ques#on to you –

What product or service would you recommend to a friend?


“Would you recommend to a friend?” is the essen#al ques#on to define sa#sfied customers


But does that maUer to us – how many people would recommend us?


Fred Reichheld used this ques#on to define another essen#al marke#ng metric known as – The Net Promoter Score


The Net Promoter Score is a beUer metric for customer service because it is more accurate


To get the Net Promoter Score – we subtract the average number of detractors (score 0 – 6) from the number of promoters (9 – 10).


The difference is one word in the ques#on – recommend becomes sa#sfied


Why is this a beUer metric?


For ac#onable metrics, it is beUer to ask a few simple ques#ons that focus the consumer’s aUen#on


The ul#mate for a marketer is when your customers are so excited about your products/services that they recommend to friends or colleagues


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!


A customer’s recommenda#on is the best compliment your customer can ever give your brand


But customer sa#sfac#on is a double-‐edged sword – ask this ques#on instead


What product/service would you not recommend to a friend?


This ques#on can elicit a strong response – simple maintenance issues, incorrect billing, and terrible customer service


When people talk more about bad experiences – customer sa#sfac#on declines decreasing future sales and damaging the brand


We call this metric the golden marke1ng metric because it links brand and loyalty in the behavioral impact model


Digital Metrics Measuring Online Success






There seem to be a lot of qualita#ve benefits like: Loyalty Trust Passion Interac#on Brand Awareness


But you’ve probably been told….

“That stuff is hard to measure”



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





Metric #1 – Strength of Voice


Strength of Voice (SOV) measures the brand awareness and reputa#on online.


It is a historical analysis of how many people have been talking about your brand.


Strength of Voice

# of Conversa#ons men#oning your brand Total # of Industry Conversa#ons


With the SOV metric, we are looking at the %age posi#ve, %age nega#ve and %age neutral to determine the sen1ment value.


Strength of Voice #2

# of brand men#ons by influencers and vocal customers Total # of relevant men#ons


Metrics 2 – 8 – Marke1ng Effec1veness Reach, Engagement, Lead Genera#on & Cost/Benefit


This equa#on is a more focused approach to understanding who influences your brand reputa#on and which direc#on the trend is moving.


We have 4 metrics that are used for measuring the effec#veness of our online marke#ng programs.


Social Reach is the total # of followers across all social plajorms.


Social reach is important because we need to understand how many people to we touch with our brand messages


Social reach is also used to calculate the value of the each follower to the brand.


Value of Fan/Follower

Social Reach Total Online Marke#ng Spend


Engagement

# Likes + # of Shares + # Retweets + # Comments # of published posts or pieces of content


Engagement can be calculated: By Campaign Per Specific Social Plajorm Per Specific Post


Influencer Engagement

Total Number of Influencers Aware of Brand Total # of Industry Influencers


Cost/Benefit Analysis

ROI of Digital Media Campaigns ROI of Tradi#onal Marke#ng Campaigns


Lead Genera1on Effec1veness

# of new leads from social channels # of total leads


Lead Genera1on Effec1veness #2

# of new leads generated or influenced by social channels

# of total leads





This is only the beginning of the journey when it comes to digital metrics.

Customer Service & Digital Metrics

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