The newest version of newBrandAnalytics’ social market intelligence solution, nBA 3.0, will enable companies to listen and respond quickly to social media comments about the firms, their products and their services Susan Ganenshan, the Washington, D.C.-based firm’s chief marketing officer, told Loyalty 360.
“nBA 3.0 enables companies to listen to customer reviews and understand sentiments based on location,” Ganenshan said. “Doing so shows customers that you are listening to them and that you care about their experience.”
For example, the application alerted a restaurant chain that customers at one location were complaining the music was too loud, so the local manager was alerted and turned down the volume. This sort of feedback enables users with multiple locations to learn from customers if any store/restaurant is not keeping up with corporate standards, Ganenshan said.
In another example, another restaurant found that customers were complaining about the chicken being too dry, according to Ganenshan. Upon further investigation the restaurant found that the chicken it was getting from its supplier was smaller than what was being ordered. Not realizing this, the chicken was still cooked for the same amount of time as had been the norm. Since the portions were smaller, the chicken was drying out. So the restaurant was able to go back to its supplier and go back to the proper portions.
Changes like those above can change a restaurant’s rating by a star, meaning significant additional revenue, according to Ganenshan.
“It’s our experience that those who care the most about their customers will be the first to respond to their complaints,” Ganenshan said, adding that it’s also important for businesses to acknowledge those customers who write positive social media comments.
nBA 3.0 is used by businesses across several different industries to:
· Uncover and fix product, pricing, and value issues;
· Measure service effectiveness and identify training opportunities;
· Pinpoint trouble spots with equipment, suppliers, internal processes, and delivery;
· Understand competitive benchmarks and discover ways to win new customers; and
· Connect directly with reviewers to increase customer loyalty.
“Listening to and understanding the vast amount of online customer feedback was just made infinitely easier and more effective with nBA 3.0,” said Cathy Lowery, director of brand and wine club development at Cooper's Hawk Winery and Restaurants, in a statement.
Among the solutions features:
nBA Insight, which uses industry-specific algorithms to collect massive amounts of unstructured online customer feedback, decipher it on a local, regional and brand level, and provide deep location performance analytics, benchmarks, and top and bottom themes with detailed reviews.
nBA Connect, which enables companies to quickly assess reviews most in need of response, begin a dialogue with reviewers, monitor progress of engagement and track internal customer engagement goals.
nBA Advantage, which gathers and distills social media feedback to provide companies with intelligence at what draws customers to their competitors
nBA Instant, which gives consumers a way to communicate directly and immediately with a business at every service touch point. Real-time alerts enable general managers and property managers to react quickly to problems.