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Customer satisfaction data: The answers are on social media

Technical Writer

Today, many people's first instinct when faced with a problem is to head to social media to get a recommendation, find an answer or share their experience. Your customers are no different. With social media being such an integral part of people's daily lives, telecommunications providers already have the information necessary to improve customer satisfaction data. They just need to access it.

Companies often assume that the way to increase satisfaction is with something new. However, the answer often lies in simply better educating your current customers on features, bills and upgrade eligibility. By using the data already on social media, you can quickly see exactly which areas need additional resources to aid your customers and increase their satisfaction.

Determining which social media sites to monitor

With new social media sites popping up daily, telecommunications companies need to focus on the sites where the highest percentage of their customers spend their time. Facebook is the most obvious resource; according to the Pew Research Center's 2015 Mobile Messaging and Social Media survey, 62 percent of all American adults are Facebook users and 43 percent log on multiple times a day.

Twenty-three percent of Internet users on Twitter. The platform is especially important in telecommunications because the open nature of the site allows for widespread discussion, trend tracking and sharing. This gives you valuable quantitative and qualitative data about your customers.

https://kapost-files-prod.s3.amazonaws.com/uploads/direct/1448311616-70-6357/cust-sat-data_blog.jpgInstagram is another source of data, with 28 percent of online adults using the site. Finally, discussion forums such as reddit, Digg or Slashdot, which the survey showed 15 percent of Internet users frequent, can be used to collect valuable information, especially about young adults.

Identifying important terms and metrics

With so much information available, it is essential to determine what information you want to glean from social media. Only then can you use the right terms to get that data.

TechTarget explains that businesses should be searching for keywords, brand or product names, customer reactions to company references and other sentiment signals. When tracking your company's name, identify other terms that your customers often use to signify a question or problem. Then, use these terms to mine for additional insights on posts that do not use your name.

By searching for terms on new and upcoming technology, you can gauge the importance of these innovations to your customers and then structure education about the features accordingly. McKinsey & Company described how a major telecommunications company used social media analytics to determine that 4G data speeds and new devices were a hot topic on social media and leveraged that information to educate customers.

Using customer satisfaction data from social media

This process is not just about searching for terms, however. It's also analyzing the impact and origin of this activity to create a solid strategy for educating customers. TechTarget recommends analyzing "audience distribution, number of impressions for posts, mobile device interactions and responses by users." The article also suggests that businesses sort this data by time, location, browser and post origin. The data from searching for terms tells you what's important to customers, but the metrics are what really help you break it down into actionable information.

Once the information is gathered, your job is not done. In fact, the most important part is using customer data to develop education campaigns, such as videos explaining confusing features or infographics that break down common pain points, such as explaining the various items on a cellphone bill. If you just put the data in a drawer, you won't see any change in your satisfaction rate. You have to do something with the big data you collect to proactively address your customers.

Do your customers understand the services they are offered? How can you improve customer satisfaction? Find out more about Behavior-based Customer Insight today.