Customer Experience Day and The Importance of Social Listening Skills
Carol Feigenbaum |
 10/01/18 |
4 min read

If you’re celebrating customers today, as you should be doing every day, your timing is great because it happens to be Customer Experience Day ! Let’s take a look at how customer experience plays out across the globe, and particularly in EMEA, and how social listening skills help businesses create exceptional experiences for customers again and again!

Get Your CX On

It’s the sixth annual #CXDay – a global celebration centered around sharing, and best practices for creating, great customer experiences. It makes sense for #CX (or #UX in some circles) to have its own day, as its impact on ROI cannot be undersold. It’s a make or break bit of criteria for most categories.

Social listening shows us why this is. With Net Sentiment (a measure of positivity or negativity, ranging from -100 to +100) registering at 67% and a very clear indication of both positive and negative experiences to explore, brands that are not regularly taking the temperature of their online landscape have lots to lose. And even more to miss out on.

Exploring the buzzwords bubbling up, we can find “great CX” advice from industry experts, options for interacting immediately using live chat vendors and stories from the field around those exceptional experiences we promised – and, in red, some that were not so wonderful.

But hold that thought for a moment, as we digress to share a real-time opportunity someone may be missing:

In our word cloud, we also see the impeccably timed and auspiciously named CX5 from Mazda, which will likely benefit quite a bit from this traffic #CX traffic – or it could be, that is. Let’s hope the car lives up to its name and that the folks at Mazda are positioned to capture a bit of the exceptional online traffic swirling around it today. (And if not, reach out Mazda – we’ll help make sure you don’t miss these opportunities going forward!)

And we’ll now return to your regularly scheduled CX stories.

The Best and The Worst Experiences

Or the worst and the best, as the case may be.

Hermes Parcels seems to be very tech savvy . . . and to have an ongoing customer service problem they may not be aware of. They’re not alone. Even the top tech companies aren’t necessarily handing customer care at the next-level as they should be, because not every sentiment analysis tool pulls in customer data from a variety of sources – like review sites and forums.

Some likely aren’t aware that there’s a bit of a hullabaloo brewing on eBay around Hermes’ reliability – and it’s the kind of chatter that may attract a competitor listening to the right channel, specifically (and named in the reviews), Parcel Force.

Making things right with these vocal eBay participants, and johnwalsh1 in particular (as a long-time eBay participant with an impeccable rating and score) would go a long way toward capturing an important audience segment, with impressive reach. Hermes could turn this #worst into a #best with a bit of targeted customer care.

Some of the best experiences we find people sharing about brands online though actually are experiences – as seen from this traveler to Lake Bohinj, Slovenia.

Not every brand can offer paragliding for thrill seekers, of course – but experiences themselves can be minor and still have major impact. Artificial intelligence (AI) will see to that, by identifying, optimizing and automating repetitive activities and making everyone’s lives easier:

 But how will you know if that’s really the experience your customer is after? If all that A/B testing with emails has taught us anything, we know we can’t make the mistake of lumping everyone in to the same category.

We need to watch each segment separately to create specifically tailored products and services. We need to make sure our customer experience intel is top-notch. And we need to make sure we don’t scare current and potential customers away in the process.

I See You

“People watching” needs to be extremely relevant and timely, but also unobtrusive and take care to not come across creepy, or brands risk doing the exact opposite and alienating customers. There is such a thing as focusing on your CX a little too much. And it’s the kind of buzz you really don’t want your brand name attached to.

As Business News Daily shared, “75 percent of consumers find most forms of personalization creepy, and 22 percent would take their business elsewhere.” This doesn’t mean you shouldn’t personalize your offerings, but it does mean that most businesses miss the mark when they focus on retargeting. Following target segments around the web makes them feel like a target, and that’s not the emotion you’re going for.

Instead, focus on psychographics this customer experience day – and spend some time reading up, if you’re unsure of what it is. To sum up, it’s understanding the attitudes, interests and behaviors of consumers to help you create audience segments of feel-alike consumers.

Savvy brands have this down, of course. And if you want to join their ranks, you’ll need to get your social listening skills on point as well!

Reach out for a demo of our social listening and sentiment analysis tools. Your customers will thank you for it.

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