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We recently used Social Listening to enrich quantitative research conducted for a leading UK financial services provider. Their main touchpoint survey was conducted among customers who have recently transacted with the organisation, and we used Social Listening as a complement to the information captured using a conventional telephone interview. By doing this, we were able shed light on one of the reasons behind a downward movement in the provider’s NPS score, which was not picked up within the main survey. We found that a change in product range had led to an increase in detraction online. Social Listening captured this invaluable insight and gave us a more balanced assessment of consumer sentiment. |
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'Discovery stage' Social Listening was carried out for an international bank at the beginning of a Customer Experience research programme. With particular focus on service issues, Social Listening highlighted that problems relating to process and operation were negatively impacting on overall perceptions of customer service. Text analytics and qualitative analysis emphasised these issues further and gave early indication of potential loyalty drivers. By identifying common customer concerns, we were able to obtain an overall assessment of consumer perceptions. Used as a starting point, it shaped the direction of the Customer Experience research programme. |
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A leading international airline integrated Social Listening with a Loyalty tracker survey in order to apply different data sources and gain a more holistic view of what affects brand choice and preference. Integrating Social Listening insights allowed the airline to further understand key pain points and delight factors. Qualitative analysis was undertaken to get under the skin of key issues and provide actionable insights. Text analytics identified which customer issues had the highest level of resonance on the web, and also highlighted topics that were not currently measured in the Loyalty tracker. |