Synthesio and Microsoft discuss how to find the pulse of your customer with social media monitoring. Catriona Oldershaw, Managing Director UK, Synthiseo & Vaqar Khamisani, Customer and Partner Experience Manager, Microsoft. http://www.socialmedia-forum.com/europe/

1. Finding the pulse of your customers
with social media monitoring
Social Media Monitoring & Engagement

2. Social CRM – A company’s response to the
customer’s ownership of the conversation
“We are now at a point that the customer’s expectations
are so great and their demands so empowered that our
SCRM business strategy needs to be built around
collaboration and customer engagement, not
traditional operational management.” Paul Greenberg

3. 3 step process for successful Social
CRM strategies

4. "If I’d asked my customers
what they wanted they’d
have said a faster horse"
- attributed to Henry Ford

5. If you want to understand
the tiger, don’t go to the
zoo, go to the jungle.

6. The Social Media DNA: It’s not just about the
Marketing Department

7. *
Vaqar Khamisani
CPE Audiences Lead
Microsoft UK

8. Customer/
Partner
Satisfaction
•Products
• Surveys
•Programs
• Feedback
Listening Change
•Process
• Social Media
Channels Management
Voice of the
Customer
(VOC) Analysis Systemic
VOC Data
Issues
• Verbatim Analysis Tools
• Social Media Analytics

9. Structured Content Unstructured Content
(‘numbers’) (‘stories’)
Unsolicited
One Voice of the Customer
Solicited

10. What are we monitoring- Perceptions versus Reality
The “Blogosphere”
Product X
The market
Customers
Product X
Our
Customers

11. *
200 = Maximum score
160 = Advocacy
140 = Loyalty
Net
Satisfaction 120 = Satisfaction
NSAT

12. Project CPE 147…. The CPE Mission
“Our mission is to consistently satisfy our
customers and partners with great
experiences through our products and
services, the way we listen and
respond, and by making it simpler to do
business with our company. In doing so, we
not only drive satisfaction, but enable
Microsoft to win new customers and grow
the business.”
• Long term goal
• Agree the top work streams
• Be clear on what success looks like

13. Key Challenges
* Tech Audience surveyed twice a year, proving it difficult to get an on-going dynamic measure of their
satisfaction
* Several solicited & unsolicited listening posts, but a lack of comprehensive and cohesive view across all
of them
Primary Objectives
* Create a hub providing “holistic” pulse of tech audiences across various listening channels (internal &
external)
* Provide accurate and dynamic assessment regarding the sentiments of our audiences and measured NSAT
* Deliver an „early warning‟ (forecasting) system across the tech audience segment through VOC pulse
dashboard
Main Strategies
*
PULSE