Prior to launching a loyalty program, smart marketers build ROI models…
…that forecast incremental profits based on anticipated lifts across three key customer revenue variables: average order size, yearly purchase frequency, and yearly retention rates. These models make assumptions on funding, breakage, and participation rates to estimate results.
- How can you tell what loyalty members would have spent if no program existed?
- New customers are a particularly good segment to break out for high-level comparison.
- The purest way to measure incremental lift is to randomly assign every existing and new customer to a control group.
For example, “Compare Members versus Nonmembers” section, we performed the following analysis:
• Identified every shopper, loyalty program member and nonmember that made at least one purchase over first three months of loyalty program. For the member group, the purchase had to be made within 24 hours of registering for the loyalty program.
by Mariann McDonagh. Follow Mariann @incontactCMO
Social media is becoming a mainstay, mobile marketing is surging, and voice-of-the-customer (VoC) research programs are in vogue. Marketers are even setting up command centers to track and analyze online customer feedback. We’re learning how to listen, relate, adjust, and respond to customers in ways we never imagined.
The contact center presents a unique opportunity to hear the real voice of the customer.
Actual customer conversations are potentially more authentic than research gleaned from controlled studies.
Your contact center is on the front line of customer service
Social engagement, social content, and storytelling
Social advertising – there are about another 10 metrics to follow here
Influencer marketing – influence measurement & building framework
Social listening – there are many metrics to measure here
Social customer service
Via socialbakers Social Media Statistics
Whirlpool opened its Facebook wall and now responds to 82.42% questions! Worth it!
In 2013 we see the smart brands focusing on the quality of relationships, competitive analysis and the consistency of data.
Since we launched Socially Devoted as an industry standard of social media customer care, we have been pleased to see brands making an extra effort to improve their Response Rates and Response Times – especially on Facebook.
But How Does Twitter Measure Up?
Influence your customers to buy from you using these six easy methods.I’ve got some good news, some bad news, and then some even better news.
The good news is that most customers truly want to say yes! The bad news is that, although people love to buy, they hate being sold to.
Finally, here’s the even better news: There are six ways to influence a customer to buy without explicitly selling to them, according to Dr. Robert B. Cialdini, author of the bestseller Influence: The Psychology of Persuasion: Leer más “6 Ways to Get Customers to YES! | Inc. |”
Next week, I have the opportunity to chair a Social Customer Service Summit. Speakers will include one of the founding fathers of social care, Frank Eliason, as well as the always inspirational team from Zappos. In preparation for what is bound to be a lively discussion, our Ogilvy team has landed on a question that will certainly spark reflection by many of the participants—- “You’ve built a successful social care team, but what happens now?”
First, some background on how we arrived here.
In March of 1876, Alexander Graham Bell exclaimed in excitement, “Watson, come here! I want to see you!” And so, the world’s first practical telephone was invented. With the first ring, this brought a promise of a new means of communication, and an ability to collapse distance. Now, flash forward to the present and think about the phrase “call center,” and make a quick word association. Does it trigger thoughts of “back office” or “cost-center?” I thought so…
As someone who has actually worn a call-center headset, I often wonder if the same fate will ultimately befall social. Will it become just another channel? Will customers dread interacting with a brand on Facebook as much as they do dealing with an automated phone system? I would suggest that the answer to that question is quite simple — “It’s up to us.”
Our approach to customer service is at a crossroads. Do we invest in true contact centers because we want to provide a better customer experience, or do we simply ramp up a new care team to quell social media fires? If you’ve already created a small squad of Ninja-Guru-Yoda-Crackerjack-Rockstar-Masters who have been trained on how to listen and respond in social media, then give yourself a pat on the back. In the words of one of theiridols, you’ve taken the first step into a much larger world. However, it’s now time to think about social care as part of a greater whole.
Here, the operative phrase is “Socialize the Enterprise”, coined by Social@Ogilvy’s, John Bell. It’s a powerful idea with major implications on aspects of business that might currently be untouched by social, specifically call-center operations and traditional care teams. While we’re certainly not advocating letting all your traditional frontline agents loose on Twitter without proper training, we are in favor of helping clients embrace social principles internally, wisely. For example, we think measuring the sentiment of your internal audience, namely call-center agents, about what’s working and what’s not in their daily interactions with customers is crucial to becoming more social, quickly and effectively.
How Quickly Do You Respond to Customer Service Requests on Social Media?
Social media sites are becoming virtual customer service centers, according to the NM Incite Social Care Survey. Currently, 47 percent of people who use social media sites are actively seeking customer service and 30 percent prefer to reach out to brands on social channels than pick up the phone and call. But customer service reps can breathe easy knowing this: 83 percent of Twitter users and 71 percent of Facebook users only expect brands to respond to them within one day of their post. That’s one day, not one hour or five minutes.
One Day On Earth To Film Life In Every Country Again On 12/12/12
One Day on Earth, the amazing collaborative film project that documented life on earth in every country on 10/10/10 and 11/11/11 is at it again this year. On 12/12/12 they will be launching their largest filming event to date, telling the world’s story in a day once again, and you can be a part of it.
Social Media Newsfeed: Facebook Gain | Zynga Bounce | News.me Apps
Facebook Shares Nab Biggest Gain Since IPO on Earnings, Analyst Upgrades (The Wall Street Journal)
Facebook on Wednesday posted its biggest daily stock gain since its initial public offering in May, a day after reporting strong revenue and progress on making money from mobile ads. The social network’s shares rose 19 percent to $23.23 on the Nasdaq Stock Market, its highest closing price in five weeks. Inside Facebook Facebook spent $87 million so far this year on business acquisitions not including its Instagram purchase, the company revealed in a filing with the Securities and Exchange Commission on Wednesday. The social network spent $521 million on Instagram — $300 million of which was in cash, the rest in vested shares of Class B common stock. The New York Times/Bits BlogFacebook still trails Google in online advertising, both on desktop and mobile. Analysts say that like Google, Facebook will most likely have to roll out an ad network that allows marketers to reach Facebook users wherever they are — whether they are browsing the Web or downloading a mobile application. Mashable We’re closer to seeing a widespread updated version of Facebook Messages. On Wednesday, Facebook user Interactive Swim posted a picture of the welcome note for the updated Messages which recently hit its page, indicating that the feature may be starting to roll out to additional users. Reuters U.S. Secretary of State Hillary Clinton said on Wednesday a Facebook post in which an Islamic militant group claimed credit for a recent attack on the U.S. mission in Benghazi, Libya, did not constitute hard evidence of who was responsible. Read more