Rethinking Customer Knowledge: Social Media Analytics
Customers today have a substantial online presence, and they love to share their opinions and discuss them in online forums and social media sites. Identifying customer needs, wants, and feedback is still a slow process driven by dedicated surveys and formal processes. Social media sites are rich sources of customer data priorities and feedbacks. But their potential is underutilized.
A New Look at Building Customer Knowledge
Capturing changing customer priorities at the pace in which it is happening helps businesses to adapt to new situations quickly
Solutions using advanced techniques like content categorization, topic discovery and modelling, contextual extraction, and sentiment analysis create actionable insights by analyzing reviews, comments and discussions in online forums
Identification of new needs, concerns, and expectations of customers in situations like COVID allows businesses to be better prepared
Track general customer sentiments to newly rolled out offerings by configuring to listen about particular campaign names or offers
CRM or similar systems with customer consent & social media account information to access customer-specific online data for analytics, unless for cases where only an aggregate analysis is done on publicly available information.
Official social media presence of the organization
Automatable workflows with online marketing tools will allow automatic tracking of new campaigns and offers
Multiple instances might be required in some cases to analyze multiple geographies due to restrictions on data privacy