In this presentation discover how the power of sentiment can enhance marketing through segmentation, tapping into the emotion of your customers and understanding what your customer want.
3. Understanding
customer emotions
Robert Plutchik’s Wheel of Emotions
• Customers feel these emotions all the
time
• As brands we should be acting on
these emotions
• Happiness is the main driver of social
sharing (study by Fractl)
• The more positive something is the
more likely it is to get shared
(University of Pennsylvania)
• Campaign effectiveness (ROI) increases
by 15% when it is emotive (HBR)
6. “While we are committed to a data-driven approach,
at the same time we are sensitive to the emotional
connection we need to make with our audience to
truly tell our story.”
“While very much data-driven in terms of metrics
and optimizations, its the creative nature of our
campaigns that tap into the emotions of the fitness
enthusiast and motivate them to be more active.”
Chris Glodé, General Manager at MapMyFitness
7. "Since advertising drives emotion, and
emotion
drives purchase behaviour, empowering
brands
with real time emotional intelligence will
enable them to make better decisions that
will increase their advertising
performance."
17. Feedback collected in real-time is 40% more accurate than
feedback collected 24 hours later
18. Capturing feedback from
the people that didn’t buy
How was the online
experience?
Was it easy? (NET EASY)
Your brand in their hands…
Understanding the customer
experience across the
supply chain
Capturing the emotive moments
Social Experience /
Engagement (Sentiment)
Brand perception (NPS)
Was it a seamless experience?
Is the customer satisfied? (C-SAT)
Always On (Listening Posts)
20. “Being able to access and decipher language,
and therefore emotion, has become the holy grail for
today’s marketing executives.”
- Matt Wallaert, Behavioural Scientist at Bing
Customer Emotion
21. “The store is always well presented
and the
staff are knowledgeable on their
product area.
Though my last experience in the
ladies wear the women were more
engrossed in their own
conversations than assisting and
were not very friendly when asked.”
22. “Sentiment analysis will lead to real-time mood graphs that will
enable relevance, customization, targeting; search, discovery,
discovery, structuring; advertising, purchasing behaviours, and more. It
behaviours, and more. It also signals an important shift in computer-
shift in computer-mediated communication.”
- Wired Magazine, The ‘Mood Graph’:
How Our Emotions Are Taking Over the Web
24. In a 2014 Marketing Trends Survey, marketers
ranked sentiment as the third-most valuable
element to be extracted within data-driven
strategies, after web behaviour and browsing
behaviour.
26. We’re conscious of infusing the sentiment
around our brand – the love of all things dog– in
everything we do,’ and part of that is knowing that a particular
that a particular data set will not tell us everything we need to
everything we need to know about our customers’ emotional
customers’ emotional responses'. This type of measurement is
measurement is evolving. For instance, we have on-page chat
have on-page chat that lets us get immediate feedback, NPS
feedback, NPS surveys to score customer satisfaction and
satisfaction and cancellation surveys to understand why they
understand why they cancelled and so on.’
Chris O’Brien, Communications Director, BarkBox
27. 24% reduction in new-customer drop-out
40% overall customer churn reduction
11% reduction in complaints
28. 52% of all feedback is positive!
Based on over 1 million responses across
clients from a variety of industries
29. “Our customers saw men drawing
their generators as superheroes
protecting their family, and women
drawing the fear of being without
one like sinking on the Titanic.”
This exercise led them to change
from technical specs to testimonials
consumers telling their stories of
saved their lives and homes.
It has helped their business double
in the last 2 years to $1.2 billion.
31. “I strongly believe that Advocacy Marketing should be at
the top of the priority list in terms of marketing investment.”
32. “Advocates will do your marketing for
you if you mobilise them, listen to them and engage
them and engage them”
- Professor Philip Kotler
36. “As the volume of brand content that companies create
continues to increase and competition for brand
brand advocates and social influencers heats up,
heats up, sentiment is only going to become
become more significant as qualifier of marketing
marketing success.”
- Tessa Wegert, USA Today
Emotion is now the most important aspect of CX according to Forrester
Coca Cola have gone from trying to impart happiness on people through their adverts to creating happiness through, emotionally engaging content that can be shared.
How can we capture the emotion of customers?
Let’s start where not to… Surveys capture what’s important to the brand and not the emotion of the customer. They are also time consuming and not convenient
First Direct are often seen as a great example of marketing & service and deservedly so
However their Voice of the Customer programme leaves a lot to be desired
Left the customer waiting
Questions are not relevant – they should know this information without asking
Gamifying the Voice of the Customer, making it quick and easy, making it convenient and in the moment
Marketing need to be involved in designing a Voice of the Customer programme
An omni-channel approach to capturing customer sentiment
Cut up your surveys and map your questions to your customer journey
Each comment can have multiple insights (sentiment & categories) so it’s is important to analyse each one with this in mind
Photos can portray customer emotion in a powerful way, especially alongside the words of the customer
NPS – Customers are saying they will recommend us and all we’re saying is thank you
The missing part of marketing segmentation is sentiment, without it you don’t know your customers and can’t make your communications relevant