Customer Service & Digital Metrics

Sa#sfac#on
&
Digital
Metrics

Quan#fy
the
Online

HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED

Metric
4
–
Customer
Sa1sfac1on

Customer
Sa#sfac#on
Measured
by
Asking


CSAT
is
not
the
same
as
awareness

and
is
more
closely
related
to
loyalty

–
loyalty
feeds
awareness
in
the

behavioral
impact
model


Brands
have
established
customer

bases
and
these
customers
have

experiences
with
the
product/
service
that
deﬁnes
their
percep#on

of
the
brand


For
example,
a
major
automaker

measured
CSAT
and
brand
purchase

intent
ﬁnding
a
one-‐to-‐one

connec#on
between
CSAT
and

repurchase
inten#on


Customers
who
had
problems
with
a

par#cular
car
brand
were
more

sa#sﬁed
and
had
a
higher

repurchase
intent
than
those
who

did
not
have
any
problems
at
all.


Why?


Excellent
customer
service
if
there

was
a
problem
with
the
new
car

measurably
changed
percep#on

posi#vely
toward
the
brand


Therefore,
customer
sa#sfac#on
is

the
“golden”
marke#ng
metric
that

bridges
both
loyalty
and
brand

awareness
–
and
can
be
used
as
a

leading
indicator
of
future
sales


So
how
do
we
measure
it?


On
a
scale
of
1
to
10,
would
you

recommend
this
product/service
to

a
friend
or
colleague?


In
a
customer
service
environment,

only
the
people
who
answer
9
or
10

maUer,
everyone
doesn’t


So
here
is
my
ques#on
to
you
–

What
product
or
service
would
you

recommend
to
a
friend?


“Would
you
recommend
to
a

friend?”
is
the
essen#al
ques#on
to

deﬁne
sa#sﬁed
customers


But
does
that
maUer
to
us
–
how

many
people
would
recommend
us?


Fred
Reichheld
used
this
ques#on
to

deﬁne
another
essen#al
marke#ng

metric
known
as
–

The
Net
Promoter
Score


The
Net
Promoter
Score
is
a
beUer

metric
for
customer
service
because

it
is
more
accurate


To
get
the
Net
Promoter
Score
–
we

subtract
the
average
number
of

detractors
(score
0
–
6)
from
the

number
of
promoters
(9
–
10).


The
diﬀerence
is
one
word
in
the

ques#on
–
recommend
becomes

sa#sﬁed


Why
is
this
a
beUer
metric?


For
ac#onable
metrics,
it
is
beUer
to

ask
a
few
simple
ques#ons
that

focus
the
consumer’s
aUen#on


The
ul#mate
for
a
marketer
is
when

your
customers
are
so
excited
about

your
products/services
that
they

recommend
to
friends
or
colleagues


Customer
evangelists
and
fans

demonstrate
their
emo#onal

connec#on
to
your
brand,
so
they

become
the
marke#ng
department

–
everywhere!
Their
passion
adds

authen#city!


A
customer’s
recommenda#on
is

the
best
compliment
your
customer

can
ever
give
your
brand


But
customer
sa#sfac#on
is
a

double-‐edged
sword
–
ask
this

ques#on
instead


What
product/service
would

you
not
recommend
to
a
friend?


This
ques#on
can
elicit
a
strong

response
–
simple
maintenance

issues,
incorrect
billing,
and
terrible

customer
service


When
people
talk
more
about
bad

experiences
–
customer
sa#sfac#on

declines
decreasing
future
sales
and

damaging
the
brand


We
call
this
metric
the
golden

marke1ng
metric
because
it
links

brand
and
loyalty
in
the
behavioral

impact
model


Digital
Metrics

Measuring
Online
Success


There
seem
to
be
a
lot
of
qualita#ve

beneﬁts
like:

Loyalty

Trust

Passion

Interac#on

Brand
Awareness


But
you’ve
probably
been
told….

“That
stuﬀ
is
hard
to
measure”


It
is
easy
to
measure,
just
not
with
the

conven#onal
metrics
….

Because
it
aﬀects
more
of
your

organiza#ons
aUributes
than
just

boas#ng
sales


Metric
#1
–
Strength
of
Voice


Strength
of
Voice
(SOV)
measures
the

brand
awareness
and
reputa#on
online.


It
is
a
historical
analysis
of
how
many

people
have
been
talking
about
your

brand.


Strength
of
Voice

#
of
Conversa#ons
men#oning
your
brand

Total
#
of
Industry
Conversa#ons


With
the
SOV
metric,
we
are
looking
at

the
%age
posi#ve,
%age
nega#ve
and

%age
neutral
to
determine
the

sen1ment
value.


Strength
of
Voice
#2

#
of
brand
men#ons
by
inﬂuencers
and
vocal
customers

Total
#
of
relevant
men#ons


Metrics
2
–
8
–
Marke1ng
Eﬀec1veness

Reach,
Engagement,
Lead
Genera#on
&
Cost/Beneﬁt


This
equa#on
is
a
more
focused

approach
to
understanding
who

inﬂuences
your
brand
reputa#on
and

which
direc#on
the
trend
is
moving.


We
have
4
metrics
that
are
used
for

measuring
the
eﬀec#veness
of
our

online
marke#ng
programs.


Social
Reach
is
the
total
#
of
followers

across
all
social
plajorms.


Social
reach
is
important
because
we

need
to
understand
how
many
people

to
we
touch
with
our
brand
messages


Social
reach
is
also
used
to
calculate
the

value
of
the
each
follower
to
the
brand.


Value
of
Fan/Follower

Social
Reach

Total
Online
Marke#ng
Spend


Engagement

#
Likes
+
#
of
Shares
+
#
Retweets
+
#
Comments

#
of
published
posts
or
pieces
of
content


Engagement
can
be
calculated:

By
Campaign

Per
Speciﬁc
Social
Plajorm

Per
Speciﬁc
Post


Influencer
Engagement

Total
Number
of
Influencers
Aware
of
Brand

Total
#
of
Industry
Influencers


Cost/Beneﬁt
Analysis

ROI
of
Digital
Media
Campaigns

ROI
of
Tradi#onal
Marke#ng
Campaigns


Lead
Genera1on
Eﬀec1veness

#
of
new
leads
from
social
channels

#
of
total
leads


Lead
Genera1on
Eﬀec1veness
#2

#
of
new
leads
generated
or
inﬂuenced
by
social

channels

#
of
total
leads


This
is
only
the
beginning
of
the
journey

when
it
comes
to
digital
metrics.


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