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Deriving real-time Customer Insights using Social Media Analytics…
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1 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Deriving real-time Customer Insights using Social Media Analytics…
Shree Dandekar
Sr. Director, BI/Analytics Strategy
Twit: @shree_dandekar
2 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
A little about me! Product management and Engineering background
Experience in Application Development/Product Management
BI/Analytics product group – Dell SW
Currently – GM for Dell’s Social Media Product Portfolio
Contact Info –
Twitter - @shree_Dandekar
Linkedin - https://www.linkedin.com/profile/view?id=6291113&trk=nav_responsive_tab_profile
3 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Customers have been empowered
@shree_dandekar
4 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Customers have access to information at all times
@shree_dandekar
5 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Data is created and consumed at a rapid pace
247 Billion Emails are sent everyday. 80% are spam.
$232 Billion dollars will be spent on Big Data through 2016
$600 Billion Dollars in waste annually for bad data or poor quality data
4.4 Million IT jobs globally will be created to support big data. Only 1/3 will be filled
37.5% of large organizations said that analyzing big data is their biggest challenge
70% of data is created by individuals. Enterprises are responsible for storing and managing 80% of it.
1.8 Zettabytes of business data in use in 2011, up by 30% from 2010
48 Hours of video are uploaded to YouTube every minute, resulting in 8 yrs of content daily
100 Billion RFID tags estimated to be sold in 2015
Sources: https://www.espatial.com/articles/20-shocking-facts-and-figures-about-big-data/ @shree_dandekar
Dell - Restricted - Confidential
The explosion of data continues to create opportunity
Petabyte
Exabyte
Zettabyte
Terabyte
Transactional Data Traditionally, only transactional data was generated and stored in databases
• Structured • Measured growth
mainframe PC internet mobile machine
Human Files But over time, we started creating unstructured data
• Docs, Images, Video • Multiple formats • Fast growth
• Likes, tweets, relationships (social)
• Log files (machine) • Exponential growth
Social & Machines have added exponentially
@shree_dandekar
7 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
8 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Shifts have happened
everywhere Participants Shifted
Authority Shifted
Conversation Shifted
The Screen Shifted
Tectonic shifts happening…
@shree_dandekar
9 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Customer Experience is the new Marketing
@shree_dandekar
10 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Single View of the customer
@shree_dandekar
11 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
What is Customer Experience?
Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. http://en.wikipedia.org/wiki/Customer_experience
@shree_dandekar
12 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Simply put, Customer Experience is an
Aggregated Experience of every
touch a customer stakeholder has with
your company
@shree_dandekar
13 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Customers are sharing their experience about your brand on social media
Conversations
Brand Advocacy
Customer Interaction/ Experience
@shree_dandekar
14 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
What do customers expect on Social Media ?
http://searchcrm.techtarget.com/feature/Are-companies-tone-deaf-about-social-media-customer-service @shree_dandekar
15 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Social Media maturity cycle
Data recording and Listening
1
Ad-hoc approach Optimized approach
Sentiment Analysis
2
Engagement
3
Customer Care
4
Social ROI
5
Social CRM
6
• Customer sentiment by topics/ Social Properties
• Influencers Vs. Detractor identification
• Marketing automation
• Lead generation
• Content curation
• Social Selling
• Promotions
• Early warning system
• Campaign effectiveness
• Customer feedback metrics
• Competitive intelligence
• Product ideation
• Brand reputation measurement
• Creating brand presence
• Building communities
• Social KPI’s • Social
Dashboards • Social content
creation • Engaging
stakeholders (internal/ external)
• Aggregating Social data
• Data filtering
• Trend monitoring
• Share of voice
• Segmenting data by Social properties
• Reporting
• Geo location
• Customer interaction
• Social Outreach
• Product Design
• Proactive customer care content creation
@shree_dandekar
16 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
How to Start?
Step 1
• Start Listening
• Reactive
Step 2
• Focus on Insights – Analytics
• Proactive
Step 3
• Develop Brand Advocates
• Scale
@shree_dandekar
17 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Shortcomings of Listening tools
• Majority of social media posts classified as neutral
Poor Sentiment Accuracy
• No actionable insights No Contextual
Information
• Pretty graphs/charts/reports but what is important?
Too many metrics
• How to integrate social in your business? Ease of Use
@shree_dandekar
18 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Context is key for Business Insights
Clarabridge tagging is by topicSentence Topic Sentiment Intensity
1 Hard Drive (-) -21 Mini 9 (-) -22 Hard Drive Neutral 03 Hard Drive (+) 2
Radian6 tagging is at the Post levelSentence Topic Sentiment Intensity
NA Dell Neutral NA
separates into 3 distinct clauses and assigns sentiment by topic/context for each clause.
identifies single topic and assigns sentiment to entire post.
“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install”
Actual post
Actual sentiment/topic assignment…
1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9
3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"2) which originally came with an 8GB PCIE SSD.
@shree_dandekar
19 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
Social ROI
Sentiment Gravity
(degree of sentiment)
Domain Influence
Author Credibility Relevance
What?
• Dynamic • Real-time
• Capture positive / negative opinion
• Analyze at conversation / sentence / topic level
• Analyze context and recency (comment about recent product or EOL product)
• Look for language indicating place in buying cycle
• Segment authors on demographics, sociographics, past transactions, “bias” and the number and “type” of stakeholders they can likely influence
• Take into account where the comment originated
• Recognize that a comment made on WSJ/Forbes is more significant than personal Facebook page
How? Where? Who? When? Why?
What if ….
• Capture degree of sentiment on -5 to 5 scale
• Differentiate between “I like my Dell” and “I love my Dell.”
20 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
Getting actionable insights through social media conversations
1 2 3 4 5
Listen: More than 25K Dell conversations every day
Enrich: Filter, categorize and determine sentiment using best-in class NLP and Text Analytics engine
Collate: Calculate metrics -which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / business
Deliver: Real-time tool for tracking and monitoring SNA and actionable insights for business managers
Aggregate: Aggregate all conversations pertaining to Dell / industry / competitors
21 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
ROI Case Studies
22 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
4,328
2,477 2,042
688 1,520
3,024 36 36 32
48
30
41
0
1000
2000
3000
4000
5000
-
10
20
30
40
50
1/10 1/17 1/24 1/31 2/7 2/14
Vo
lum
e o
f C
on
vers
atio
ns
SNA
XPS 13 - SNA and Conversations
Volume of Conversations SNARevenue
Rev
enue
Optimizing product pricing strategy
23 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3
NPS
SNA
Capitalizing on real-time NPS
24 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
Using relevant chatter to quickly rectify support issues
0
50
100
0
2
4
6
8
10
12
14
Vo
lum
e o
f C
on
vers
atio
ns
(k)
SNA
SNA Wireless Battery Keyboard
25 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
Improve Search Engine Optimization
Listen to Social Media Conversations
Apply Listening Algorithm and Identify Buzzwords
•Touch screen laptop •Tablet laptop •Duo laptop •And others…
26 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential @shree_dandekar
CMO dashboards
27 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential Confidential
Social Media provides value across all areas of business – full customer lifecycle
Product Development
• Primary Research • Early Warning system • New Product Ideation
Marketing
• Instant feedback on campaigns
• Improve Product messaging and offers/promos
• SEO/SEM
NPS® Diagnosis • Issue identification and
tracking • Predicting NPS® based on
SNA
Sales
• Lead Generation and Scoring
Support/ Customer Service
• Improve coverage • Prioritization of support
issues
M&A
• Research on potential acquisitions
• Customer reaction on upcoming acquisitions
@shree_dandekar
28 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Dell Social Outreach Services (SOS)
Among Top 10 Brands Delivering Customer
Service on twitter
14 Languages Supported
Engaging customers
on 50+ sites
100,000 followers MSD
monitored daily
Millions of Calls Deflected
Global Footprint
Trackable Revenue Creation
with Customer Contact
J A P A N E S E K O R E A N
3500 + interactions
/week
15,000 views per week
100+ Agents
Globally
55% Rants to Raves
e s p a ñ o l
d u t c h
f r a n c a I s e
118
Rockstars on DCF
@shree_dandekar
29 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Industry Awards and Accolades for Dell SOS
Customer Service Team of the Year - Computer
Hardware & Services
“Today, Dell is not only listening, they’re providing almost instantaneous assistance to customers, and collaborating throughout the company to continually improve products and services.” “On @DellCares Twitter alone, Dell exceeds the follower circulation of the top 12 daily newspapers in the U.S!”
Dell Among Top 10 Brands Delivering Customer Service
on Twitter Simplymeasured.com, 2013
Best name – ~@AskAmex closely followed by @DellCares Global coverage – @DellCares “24×7 Global support”
@shree_dandekar
30 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
More Importantly – Converting Ranters to Ravers…. Lorna, You are an ANGEL! Thank you! Thank you! Thank you! I can't possibly express enough gratitude to you and this is a wonderful demonstration to my son that a company DOES make things right. I am beyond pleased. I used to run a business in which I shipped out UPS boxes regularly, so I am familiar with the process and can handle the necessities without having a driver come to the house. You have made up for an emotionally wrenching weekend.
Just gotta say thank you @DellCares for being the most helpful customer services advisor I have come across.
Nice one. Thank you so much for your help, I
wasn’t expecting such a quick resolution to the problem
Buenas tardes, Soy cliente de Dell i recientemente he adquirido un esquipo de su firma. Me dirijo a usted para poner en su conocimiento que la trabajadora del servicio de Twitter de DellSpain llamada Emma me ha ayudado con gran satisfaccion y ha resuelto todas las dudas que he tenido durante el proceso del envio del equipo a mi domicilio. Gracias ha trabajadoras como ella me hace confiar en Dell ya que ha solucionado todos los inconvenientes rapida y amablemente. Muchas gracias por dedicarme su tiempo en leer este mail.
I would like to send a huge than you to Dell and the manager here on Facebook “Madhur”. They went above
and beyond to ensure my laptop was back up and running like new. Rest assured if Madhur asks you to send him a message, he will do his best to help you. I will continue to use Dell computers as I have for the
past 10 years”
@shree_dandekar
31 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential Confidential
Example Case Study
32 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Dashboard shows the real-time NPS metric and customizable daily/weekly/monthly trending chart
Dell SNA for Nov
Detailed Post metrics
Weekly SNA and Post
Trend
32
33 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Topics Tab: Segmentation by different Topic groups – Products, Components
Allows you to drill down into a specific product/topic
Displaying SNA for all Product
Categories
Drill down a specific product
SNA dropped by 16 pts in last
week of Nov 33
34 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Drill in to topics to understand change in score for any time period (week to week)
Topics – Related tab provides which topics are contributing to the change
35 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Allows you to drill down in to actuals posts which are contributing to drop in SNA
Customers unhappy
about price for specific
config of XPS 13 with
ubuntu
35
36 Dell - Internal Use - Confidential
Dell – Internal Use Only – Confidential
Real-time NPS score jumped right back after price correction
3
37 Dell - Critical Handling - Confidential
Dell – Internal Use Only – Confidential
Thank You
Shree Dandekar Sr. Director of BI/Analytics
Twit - @shree_dandekar