Three ways to operationalise social media feedbackby
Dan Wilson explains what 'operationalising' social media feedback means, why it's important - and how to do it.
- Innovation: When employees listen for customer insights, they can better invent new solutions for business problems.
- Brand health: When customers have great experiences associated with your brand, they tell their friends.
- Marketing optimisation: Strong word of mouth can substantially reduce marketing costs and make your messaging less of an uphill battle.
- Revenue generation: Great customer experience usually means long-term brand loyalty and repeat business.
- Operational efficiency: Allow employees to engage with customers at the local/business unit level rather than spend more on corporate customer service initiatives.
1. Funnel feedback to the appropriate place in the organisation
2. Build in ability to respond directly and authentically
3. View social feedback in context with survey data in a single reporting application
Dan Wilson is senior project manager for Palo Alto–based Medallia, Inc., a leader in designing customer experience management solutions that engage users with customer feedback. He has over 11 years of product management and engineering experience. Dan’s most recent endeavor has been developing Medallia’s Social Media CEM solution.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.