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Analisi web Customer Care con Social Intelligence | BEWE

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BEWE ha realizzato un'analisi sul tema del customer care su Facebook, attraverso il tool proprietario Social Intelligence (www.social-intelligence.it).

Publicado en: Tecnología
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Analisi web Customer Care con Social Intelligence | BEWE

  1. 1. Verso il Customer Care 3.0?Un confronto tra industry
  2. 2. Customer careRispetto ai tradizionali metodi dicustomer care, una fan page Facebookriduce il dispendio di tempo dell’utentegrazie a una comunicazione piùinterattiva e dialogica.Percezione di prossimità daparte dell’utente.Facilità di misurazionedell’efficienza nelle risposte.2© 2013 BEWE srl
  3. 3. BEWE ha sviluppato una nuova area di analisi nella sua piattaforma di monitoraggioSocial Intelligence chiamata responsiveness, che misura la reattività e la cura concui un brand risponde alle richieste dei propri consumatori attraverso alcune metriche.• Number of questions: numero di domande ricevute dalla pagina.• Response rate: percentuale di domande a cui è stata fornita una risposta.• Response time over time: il tempo medio impiegato di giorno in giorno per fornire unarisposta alla domanda di un utente.• Page activity by hour: viene visualizzata di ora in ora l’attivit{ di una pagina durante unagiornata. I dati che vengono mostrati sono: post dei fan, risposte del brand, tempo di rispostaad un post (in minuti).• Page activity by day: viene visualizzata la sintesi dell’attivit{ di una pagina nei 7 giorni dellasettimana. I dati che vengono mostrati sono gli stessi del “Page activity by hour”.3© 2013 BEWE srl
  4. 4. 4© 2013 BEWE srlpowered by BEWE – www.social-intelligence.it© 2013 – BEWE srl – tutti i diritti riservatiResponse Rate vs Number of Questions
  5. 5. powered by BEWE – www.social-intelligence.it© 2013 – BEWE srl – tutti i diritti riservati5© 2013 BEWE srlPage Activity by Day
  6. 6. Per ottimizzare il processo di gestione e cura della base clienti e reagire in modoproattivo limitando eventuali crisi di reputazione, è fondamentale conoscerepreventivamente in quale orari il proprio target di riferimento naviga e interagisce suisocial.A proposito, un’analisi condotta con Social Intelligence (www.social-intelligence.it)ha riguardato due settori che raccolgono pubblici e consumatori differenti, come quellidell’Automotive e del Beauty & Cosmetics.La survey è stata effettuata monitorando i settori per un trimestre (Febbraio -Aprile 2013), osservando la distribuzione nelle diverse ore del giorno del totale delleinterazioni, e mostra che ogni target si comporta in maniera diversa.6© 2013 BEWE srl
  7. 7. 7© 2013 BEWE srlpowered by BEWE – www.social-intelligence.it© 2013 – BEWE srl – tutti i diritti riservatiAutomotiveCosmesiInteraction
  8. 8. • In entrambi i settori c’è un picco alle 9 di mattina, orario in cui normalmente sientra in ufficio e si accendono i computer, e un crollo durante l’orario dellapausa pranzo.• Le donne, tradizionalmente ben più interessate al settore Beauty & Cosmetics, sonopiù attive in mattinata e il loro interesse decresce durante il pomeriggio e la sera. Pergli uomini, invece, l’interesse rimane piuttosto costante nell’arco della giornata conun picco all’uscita dall’ufficio (ore 18), per poi ‘cadere’ durante la serata.• La diminuzione delle interazioni durante la serata è dovuta probabilmente alletipiche dinamiche sociali: rientrando a casa all’ora di cena ci si dedica ad altreattività8© 2013 BEWE srlA partire dai risultati di questa prima rilevazione è possibile così strutturareorari ad hoc per l’attivazione di servizi customer care efficaci e disuccesso, ottimizzando il servizio offerto e i costi interni di gestione.
  9. 9. Blog post: Social Intelligence: verso il Customer Care3.0? http://goo.gl/mKtWIwww.social-intelligence.itpowered by BEWEwww.bewe.itConcept: Giuliano FaziPresentazione: Lilith Dellasanta© 2013 BEWE srl

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