Like many people, I enjoy keeping in touch with friends and acquaintances through social media sites like Facebook, Twitter and LinkedIn. It’s become a part of my daily routine, and it seems like I have lots of company. A recent survey by CustomerThink found that 70 percent of U.S. consumers say they frequently exchange messages with friends and colleagues. That’s a lot of socializing!
From a business perspective social media is similar to word-of-mouth, with one very important difference. It spreads like wildfire. Ask United Airlines or Dell about what a headache the downside of social media can be. There is a significant upside for businesses that get it though, like Zappos, Starbucks, Comcast and others.
According to a new white paper by CustomerThink sponsored by RightNow Technologies, it’s time for businesses to retool their VoC programs to integrate social media in three key ways:
First, use social media as an important new source of feedback, not only from customers, but also from market influencers.
Second, enterprises must capitalize on dynamic unstructured and unsolicited feedback to spot emerging trends and flashpoints before they turn into a public relations nightmare.
Third, and most important, executives must translate insight into action. And that requires deep integration into existing customer support processes.
“Voice of Customer 2.0” is the term for this rethinking of VoC strategy. The paper explores the use of sentiment analysis, a combination of text mining and analytics, as a way to indentify whether written comments have a positive or negative tone. Insights into the reasons why the writer was happy or mad are also provided through the application of sentiment analysis.
Download the complete white paper, Voice of Customer 2.0: Social, Agile and Integrated to get further research results on the business implications of social media, learn five key VoC pitfalls to avoid and find out how to go about migrating your company’s VoC efforts to Voice of the Customer 2.0.