Understanding the importance of Social Media and the role it plays in the successful delivery of customer experience.
Social Customer experience(SCRM) is more than just a “nice-to-have” branding tool. Customer experience helps you make money and generate measurable top-line and bottom-line results. As with any investments you make, you will want to be able to demonstrate progress and success of your customer experience investments. These metrics are typically classified under the stages of acquisition, retention, and efficiency.
Creating a great customer experience means delivering these qualities consistently over time across the entire customer lifecycle, from buying and owning and back again. Whether a consumer or business, customers move through a closed-loop, continuous customer experience lifecycle as they engage and interact with your company and brand over time—like an infinity loop.
The goal is to identify business opps through expriences, emotions analysis and the habits coming from the online conversations. Enable Viral Marketing identifying, within Customer Base, the customers who have a capacity of spreading marketing events with the aim of identifying the greatest number of potential customers.
The solution is based on Social Network Analysis (SNA) and Text Mining techniques. The SNA allows to identify the prospect network/ communities reachable by the customers. Text Mining allows to analyze the communities from the texts or posts shared to identify the relevant concepts discussed in the community.
At the center of Viral Analytics is the content that is «word of mouth» Other specific feature is the tecnique to identify the communities. SNA starts from the number and intensity of the real and specific conversations among the users and not simply by the theoretical relationship (friends/followers) among users.