How do you uncover and remove the barriers in shopping journeys? What are the key moments of opportunity? What are the key drivers of engagement? Chances are if you’re one of the many businesses trying to create a successful customer experience, you’ve been working to answer these questions. Now, thanks to SDL’s new Customer Committment Framework, companies can identify exactly how, what, when and where on the customer journey, customers commit to brand, product, and business.
The Customer Experience Challenge
Here are two stats that help put the challenge of mapping the customer journey into perspective:
- Nearly 90% of the data in the world has been created in the last two years alone; social and mobile data account for a large part of that. (IBM CMO study, November 2011)
- 80% of businesses believe their customer experience is superior, while only 8% of customers agreed. (Bain & Company survey, 2013)
How can organizations possibly believe that they are delivering superior customer experiences when there is so much new information across a multitude of evolving and emerging platforms? What are they measuring to come to these conclusions?
With SDL’s Customer Commitment Framework, companies can make better business decisions based on social data. Traditionally, companies use historical data to make decisions about the future. Yet, social media and mobile technologies create massive amounts of data that require reliable actions now, based on what’s happening right now. The very nature of social media is that it’s about what users are experiencing at the moment they are experiencing it. How can you possibly keep up to ensure your customer experience accounting for these new experiences?
Getting Customers to Commit
The Customer Commitment Framework (CCF) challenges business to shift how the experience is delivered to customers. The customer journey exists to get prospective buyers to commit to purchase, share with the company and become a brand advocate. What behaviors are associated with commitment?
The CCF employs a patented metric system to drive measurement for the three core business goals and drivers that align with the customer journey:
- Product Commitment Score (PCS) designed to predict and enable purchasing behavior
- Customer Relevance Score (CRS) to predict and enable sharing behavior
- Brand Commitment Score (BCS) to predict and drive advocacy behavior
By breaking down the behaviors of customer experiences, companies can look for conversations that indicate that someone is on a journey for a specific product or service. But not all conversations are valuable, so it’s important that companies to find the ones that are the most meaningful. Using social data as the basis for SDL’s Customer Commitment Framework enables organizations to gain real time insight from one of the world’s largest and richest data sets.
Predicting Your Customer's Future with Social Intelligence
Because SDL developed CCF for the sole purpose of providing strategists and business decision makers with the market knowledge that enables raising awareness, converting shoppers into customers and customers into advocates at its best, companies can essentially predict what their customers will do next.
Taking action to improve the experiences your customers have within that journey can convert them from shoppers to customers, and then to advocates. Additionally, companies can also model these practices against their competitors’ best practices and industry benchmarks. All of this means companies can gain significant advantage not to mention being able to shorten the purchase cycle and ensure constant relevance for products and services as markets and customer needs change.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
Talk about a superior customer experience.
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