Start measuring and improving

Collection of structured data for analysis and processing.
Post Reply
Bappy11
Posts: 349
Joined: Sun Dec 22, 2024 6:06 am

Start measuring and improving

Post by Bappy11 »

13. Determine the role of social media
Based on the needs and behavior of the customers and the objectives, determine which social media – Google +, Twitter, Facebook etc. – are most suitable to enter into dialogue and 'engage' customers. Making the right choices in the use of social media can yield a lot of profit for an organization. Make social media accessible on the website as well by unlocking them on various relevant pages on the website.

“ Pinterest is hot right now, but we don’t think this platform contributes to our objectives yet. Twitter works really well to quickly get in touch with our advisors. We use Facebook, among other things, to continuously collect opinions from our younger target group. And Google + is of course good for getting better results in search results. Our social media manager Carlijne is responsible for all external platforms. And oh yes, our developer Hans recently integrated the reviews of Independer on our website “. Thomas

14. Keep the conversation going
Allow employees from different departments to engage in daily conversations on your own website and via social networks to gain deeper insights into customer needs and build relationships with customers.

“ On our forum, on Facebook, on Twitter, on LinkedIn, on external blogs, we listen everywhere. And more and more employees are entering into discussions to find out what the real needs of the customer are. After all, our employees are partly responsible for customer satisfaction and by interacting they gain insights into what we need to do to retain our customers .” Thomas

15. Follow and involve external ambassadors
Based on listening and conversations, determine who the ambassadors and experts are and specifically follow and involve this group.

“ The marketers from our SWAT team continuously follow 10 ambassadors of our brand and 15 experts from the insurance industry. It is interesting to see what opportunities we identify to improve our service. We also use these ambassadors when launching new services, they are the first to test them and blog about them .” Thomas

16. Facilitate meetings between customers
Take it a step further by facilitating relevant meetings between customers. Set up a forum, which is of course also accessible on mobile, where customers and advisors can help each other directly with service questions, such as at telecom provider GiffGaff .



Stimulate employee engagement by rewarding them for interaction with gamification elements . For example; writing a review is worth 3 points, solving a customer question is worth 5 points. The points give a certain reward in the form of status 'Super reviewer of the month' or free service 'you now get 1 hour of free advice from an advisor'.

“ Our customers and advisors have a lot of knowledge together. On our website, the customer can ask questions and also help others to solve questions. The interaction that arises here provides us with interesting insights. Our community managers Barbra and Rafael monitor the quality of the interactions .” Thomas

17. Co-creation: enter into structural collaboration with the customer
Involve customers and advisors in the co-creation of new products and services. Make them co-producers. For example, set up (closed) communities on the website to enter into a structural collaboration with a select group of external ambassadors. The goal is to develop innovative service and retention concepts to ultimately get more satisfied customers and employees.

“ We want to continuously improve our service and we are gathering a section diversity of employees and external ambassadors online to achieve this. And with success, because the use of the forum via our mobile site has now improved considerably ”. Thomas

18. Optimize your processes
Set up processes to distribute the insights from listening and conversations with customers and advisors to the right places in the organization to realize improvements.

“ People started complaining on Facebook and Twitter about incorrect texts on our HR page. Our monitoring team immediately noticed this and forwarded it to our HR manager. He then resolved it within two days and informed the social media manager to have a message posted on Facebook to indicate that it has been resolved .” Thomas

19. Make sure the technology is in order
In order to really do something with the insights from listening and conversations, an integrated approach laos telegram data is needed, in which, in addition to demographic and transactional data, social behavior of customers is also collected (social CRM).

“ We are now working on collecting more and more internal and external data in order to gain more customer insights in the future, to be able to make predictions and to be able to serve our customers and intermediaries quickly and in a customized manner ”. Thomas

Create a 'measure and improve' mentality. Often the costs of using social media are known, but the returns are not. Social ROI, the contribution of social media efforts to business objectives, is very important to justify budgets and obtain resources.



The strategy map is a tool to link social objectives to operational and financial metrics and goals. Important social success factors are: financial returns and savings, stakeholder satisfaction, new relevant customers, interaction, retention and employee knowledge level. Bring the strategy map to life by visualizing the KPIs in a dashboard.
Post Reply