David Clark, Vice President of Marketing for SDL Intelligence Unit, believes that his company’s Customer Commitment Framework (CCF) – which officially launched today – offers breakthrough technology that allows companies the ability to take Big Data in the form of social data sets and extract models around key performance indicators.
Clark told Loyalty 360 that these KPIs then map, measure, strengthen and accurately predict customer commitment around the three fundamental journeys that all businesses need for success: Shopping, Sharing, and Advocacy.
“No one else is doing what we’re doing,” Clark said. “It’s the most innovative and operationalized use of social data. We’re not really selling to social media teams, but rather to analysts and strategists who really want to understand how they can enhance the customer experience.”
Clark said the CCF goes “far beyond traditional stuff. This really connects to key outcomes at the senior level as opposed to what companies care about at a social media level.”
Clark said consumer surveys aren’t timely and when companies use them, they are often “stuck looking in the rearview mirror.”
The social data set included in the CCF is highly predictive of future customer behavior, Clark said.
“The way we curate data sets, the way we model and the algorithms we built, and the way we break out customer experiences,” Clark said when asked why CCF works. “This is born of taking traditional marketing research and techniques and applying it to social data.”
Companies primarily have looked at social media as a channel for deploying advertising or brand campaigns, listening for customer or technical support, crisis management, and sentiment monitoring, Clark said.
CCF, however, uses a patented metric system to drive measurement for the three core business goals and drivers that align with the customer journey: Product Commitment Score (PCS) to predict and enable purchasing behavior; Customer Relevance Score (CRS) to predict and enable sharing behavior; and Brand Commitment Score (BCS) to predict and drive advocacy behavior.
The CCF works in conjunction with SDL SM2, its highly-rated social media monitoring application, and, integrates through the rest of the SDL stack including content management and other analytics tools.
The SDL Customer Commitment Framework’s patented metric system comprises performance indicators that measure experiences that make up key customer journeys (shopping, sharing, advocacy) coupled with a set of diagnostics that analyzes social data. The CCF analyzes social conversations and provides relevant, real-time and predictive measures that help define business strategies, and identify opportunities to strengthen customer commitment. This enables organizations to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, and translate these experiences into strategic opportunities.
The CCF is comprised of four levels of analytics:
KPIs - in the form of scores that model and predict customer behavior
Customer Experience & Journey Mapping - aligning the KPIs against specific, measurable steps in the customer journeys
Contextual Customer Segmentations - highlighting the valuable customer target groupings for optimal focus
Customer Personas Mapping - providing a comprehensive and deeper level of under-standing of the behaviors and emotional drivers for the identified contextual customer segments
“We’re connecting the social data set – all conversations in social media or online, blogs, comments to articles, message boards, tweets, and Facebook,” Clark explained. “There are hundreds of questions brands need to answer. This can provide an understanding of the customer – a way to use social media in a highly contextual view.”
Social data is so important because it provides a 360-degree view into how customers feel and what they think about a company’s brand, competitor brands, and the actions they are likely to take, Clark said. The data coming from social media channels illustrates in real-time the customers’ agenda and what matters to them all in their voice.