18 June 2015 - With over 500 million tweets published every day, one of the biggest challenges for companies is how to extract meaningful insights about their customers from the mass of information available.
Global research consultancy Kantar TNS has developed a new approach to drill down into the huge volumes of customer feedback on Twitter, Facebook, Instagram and other channels.
Combining traditional surveys with social media analysis, the new approach offers a much deeper insight into how people feel about particular products or services and which areas are most in need of improvement. This allows companies to get strategic direction from survey data, alongside more detailed and personal insights from social media - usually the first port-of-call for people to share their experiences.
A study of British Airways identified 130,000 relevant mentions of the airline in just three months. Through tracking these conversations alongside traditional survey insights, Kantar TNS was able to map out the full customer experience, from online booking, to check-in, to in-flight service, to baggage reclaim at the final destination.
The social media listening revealed delayed flights as one of the major factors causing a negative buzz. Meanwhile flight punctuality was not a major driver of customer loyalty. However, the in-depth analysis of the social media conversations around delays identified three areas of improvement for British Airways: information about delays, flexibility in dealing with missed flights and compensation.
These areas were found to be key drivers of customer loyalty and reasons to recommend the brand to others: passengers with good experiences in these areas were four times (information), five times (compensation), or even six times (flexibility) more likely to recommend British Airways.
Stefan Schmelcher, Global Practice Lead, Customer Strategies at Kantar TNS, said:
“The nature of customer feedback in social media is dramatically changing. Many companies, however, are struggling to leverage this valuable information.”
“With our new approach, we help companies to effectively analyse social media data to improve their Customer ROI.”
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About Kantar TNS
Kantar TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer strategies, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, Kantar TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.
Kantar TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information.
Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. By uniting the diverse talents of its 12 specialist companies, the group is the pre-eminent provider of compelling data and inspirational insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com