Every day millions of customers share their experiences of products and services on social media. This ought to be a game-changing opportunity for brands and businesses to transform those experiences. Yet the constant stream of social media feedback has proven difficult to translate into real-time, actionable insight. Until now, that is.
Kantar TNS has developed a pioneering approach that integrates social media activity with survey data to provide in-depth analysis of how customer touchpoints are performing, and the real-time actions that can generate stronger brand loyalty and increased ROI. In this feature, we explore:
- The importance of isolating social mentions that are relevant to customer journeys
- How merging these insights with customer surveys delivers deeper insight on how touchpoints are performing – and their real significance for customer loyalty
- How the resulting analysis identifies the most real and relevant threats and opportunities, with actions to generate better customer experiences