January 21, 2015 Guy Whettam

Capturing the Voice of your Customer (VoC) across Social Media

A lot has been written about the Social Media revolution over the past five years. We have seen a key marketing channel develop into a very important customer service channel, where our customers can rant and rave about our brand in the public domain.

Capturing the voice of your customers across social media is fast becoming an integral part of most VoC campaigns.

Here we look at some of the key techniques to capturing VoC across social media:

1. Ask For Feedback!

We’ve been asking for customer feedback across traditional channels like voice and email for many years. Why not ask your social customers for feedback too? Our advice is to introduce a post-interaction survey, across channels like Twitter and Facebook, to capture customer scores and comments across the social channel. Targeted social VoC feedback can then be monitored in real time.

2. Real Time Analytics

Where customers are discussing your brand in the public domain, it is vitally important to track these conversations in real time. Track the volume of brand mentions, review positive or negative sentiment and monitor key conversations through a word cloud. Look out for sudden spikes or swings in sentiment to really help you understand and respond to voice of your customers on social.

3. Understand Key Topics

These days you are able to proactively define a number of keywords, relating to key topics, that you are interested in tracking. Are your customers talking about certain products, about your website or about issues with your delivery partner? By defining keywords and phrases for each topic, you can identify these ‘types’ of mention in real time and look to resolve customer issues more quickly.

4. Track Top Mentions

Most brands have key customers or top influencers that they would like to track more closely. In social, you can identify and track specific social profiles and be alerted when they post something about your brand. In an ideal world set up a table of key customers and influencers, so that every time they mention your brand, you can track and prioritise a response to their comments.

By following these techniques, you should be able to monitor the voice of your customers more closely across social media. In turn, this should help you understand key conversations, protect brand reputation and respond more effectively when your customers look to engage with you across social media.

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