Customer engagement via social media is no longer a “fluffy” concept, according to Karine Del Moro, Vice President, Marketing, at Confirmit.

Del Moro discussed this burgeoning concept, along with other customer loyalty topics, with Loyalty360.

“The rise in use of social media platforms presents new and exciting ways to obtain insights into consumer thinking, opinions, and attitudes toward events of the day,” Del Moro explained. “There are millions of social interactions that happen every day, and with the right tools in place, they can provide valuable insights to an organization. People are talking about brands on social media, but those messages are mixed in with mentions of irrelevant topics, such as favorite recipes or television show recaps. Through the combination of social and text analytics, organizations can scrape the Internet and other resources to gather meaningful data. Organizations can then analyze across social media platforms and begin to build a narrative. We are talking about potentially millions of data points that are then translated into useable information to improve and drive customer loyalty.”

Del Moro added: “What is really changing is the ability of brands to listen to what is being said on social media, filter out the ‘noise’ and use analytics to understand how they can drive effective business change. Social is no longer something fluffy, it is real and very powerful. We expect more businesses to take this approach over the coming year.”

Regarding mobile, Del Moro said location is key to in-the-moment feedback.

“People love personalization,” she explained. “If organizations are delivering things directly to a customer that are personalized and make sense, based on their circumstances or interests, you have got their attention. People want relevance and something that directly applies to them. Location-triggering on mobile phones opens up opportunities where people can have more personalized contacts with companies. This allows more targeted, personalized, in-the-moment data collection and feedback. Location- and beacon-triggered surveys are two examples of ways companies can leverage this option. It provides a great way to get in-the-moment feedback about brands and experiences, which is invaluable in helping to shape and improve the customer experience.”

Right now, there is a big push behind text analytics, Del Moro noted.

“Text analytics can help businesses listen to the right stories and provide a realistic view on where to focus the business,” she said. “It is driving a need to analyze the data a bit differently than how it was traditionally done. This is a huge issue when it comes to engaging the businesses with the customer experience piece. For example, organizations may have had a statistic saying their Net Promoter Score is 22. A manager presents that number to an executive and tells you it needs to be 24, but they are not emotionally engaged and it is not clear what needs to be done. If companies present their executives with insights gleaned from text analytics, they can get a much more real and emotion-driven perspective on what customers are saying. By using text analytics and social analytics to categorize the sentiment behind customer comments, it is possible to boil down a huge amount of unstructured data into key areas to focus on to improve the customer experience and drive loyalty.”

Although customers love personalization, it doesn’t come without its own challenges.

“One of the biggest challenges is understanding who your customers are and what their journey is,” Del Moro explained. “This insight will allow you to know what they want to be served and when. The best place to begin when creating a single customer view is with a customer journey map. This gives a view of customer interactions within an organization, and is created by taking a walk in the customers’ shoes as they purchase and consume products and services. To begin to create a journey map, companies must first know who their customers are and how their needs differ. Once that is established, organizations will have a better sense of what a consumer’s needs or wants are. Companies can then use the beacon or mobile technology to serve up the right content at the right time, improving their overall experience.”

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