Using Your CSI to Improve Business in the Social Media Age
Rochelle Thielen, Mitchell International
Format: MP3 download
The objective of this session will be to outline and explain the pros and cons of various forms of customer satisfaction indexing enabling clear actionable digital marketing efforts to retain existing and attract new customers. For example: spanning from quantitative metrics such as Net Promoter Score (NPS) to qualitative metrics like Brand Passion Indexing which contain components of Social Media Analytics. Presentation content and tone will revolve around consumerism – ‘empowering consumers’ or ‘understanding the empowered consumer’. This should logically connect in shop managers’ minds because conducting CSI activities indirectly implies catering to the wants of customers, in this case consumers. Emphasis on a more comprehensive voice-of-the-customer obtained from qualitative analysis should resonate with shop managers that are continually searching for an edge above competitors. Ultimately, redefining customer relationship management (CRM) as Social CRM; and proposing tools available in the market today, will provide a strategy for customer engagement, not just managing customer satisfaction data.