Let’s start with some gossip!
Amber Heard, the gorgeous Hollywood actress, is known for her role as “Mera” in the Warner Bros. and DC co-production “Aquaman”. Amber’s net worth is also rising. However, just when everyone thought her star was rising, it was recently announced that Warner may cut her storyline in “Aquaman 2” and may even delete the role Mera.
It started with Amber’s divorce from her ex-husband Johnny Depp. What started out as an ordinary celebrity divorce case has been stirred up by Amber’s statements in the mainstream media several years ago. Previously, Amber had made a lot of noise about Depp’s domestic violence and gained a lot of support, so Depp was criticized and accused on social networks. This eventually led to the termination of Disney’s contract with Depp, and Depp himself lost several important movie roles and caused hundreds of millions of dollars in losses.
The case was thought to be over, but recently Depp’s counter-suit against Amber for defamation has brought the case to the forefront again. Because Depp’s legal team proved that Amber provided a lot of false evidence, Amber eventually lost the case. The previous grievances of Depp were cleared, and the pressure was put on Amber’s side. More than 4.6 million people boycotted Amber’s appearance in “Aquaman 2” on the internet, which led to the news that Warner Bros. was going to cut Amber’s part or even delete her role.
Through this event, we can see the tremendous influence of the user’s voice today. In the digital age, information travels faster than ever before, which makes the consumer voice more powerful than ever. Even giants like Disney and Warner must listen to the voice of the “customer”. There are many companies at home and abroad that have failed because they did not listen to the voice of the customer. For brands, customer feedback is very important, but customers often do not directly point out what the problem is, but rather vent their frustrations through various social media channels. And these channels, as a megaphone can directly or indirectly have an impact on brand reputation.
Let’s look at a dataset:
89% of consumers choose to buy from a competitor after a poor customer experience;
Typically, an American customer will deliver a negative product message in front of 24 people, but only deliver a positive experience in front of 15 people;
Customer loyalty may be worth 10 times more than a single purchase;
At least approximately $83 billion in sales are lost annually by U.S. businesses due to poor customer experiences;
It takes 12 positive events to make up for the impact of one negative event.
70% of customers will spend money with the business again if the complaint is resolved.
From a marketing perspective, these boil down to one thing: the Voice of the Customer (VOC).
The Voice of Customer (VOC), as defined by SixSigma, is the the customer’s voice, expectations, preferences, comments, of a product or service in discussion. Brands can distill and aggregate this information into data that allows the company to find the direction of customer experience improvement and track its effectiveness. It can be said that VOC is the starting point of user experience.
Usually, consumers usually measure brands in four dimensions before purchasing behavior, which are
- Competitor Comparison
Consumers today have access to vast amounts of information from the Internet, what do they think of you and your competitor?
- Personalized Experience
With products of similar quality, customer experience determines consumer loyalty.
- Feedback Speed
What? You are still stuck in leaving an email online? Now brands are also providing real-time 1-to-1 interactive feedback to customers through various social media and social software.
- UGC Content
Today’s consumers are smart enough to trust actual feedback from regular users over PGC content produced by brands or influencers.
Among them, a lot of user feedback can be seen from the first and fourth points, which are both positive and negative. As a brand, you need to collect this information, analyze customer feedback, find your own problems, and continuously develop your products and services both from an organizational and product perspective in order to improve the customer experience and track the results. Of course digital is breaking up user touchpoints and generating multi-channel and multi-type user feedback. For brands, the complex data integration is difficult and requires multiple channels to communicate with customers. For Enterprises, this requires multiple channels to communicate with customers, and complex data integration is difficult.
Sprinklr provides a complete solution in VOC acquisition. Firstly, they aggregate mainstream social media channels and media channels to collect massive data and integrate the channels into the product module Modern research, and secondly, they can I derive the real intention of users based on user context analysis and NLP learning, and refine the reports and data to provide to enterprises.
Let’s take the well-known DTC brand Warby Parker as an example for analysis: in the past 90 days, regarding the number of times the brand name was mentioned, by clicking on Mentions we can see which channels are more premium.
As you can see, the most popular discussions are on Twitter, and specific posts are also available.
Based on this data you can even see how it compares to your competitors.
Through the analysis of user intention by AI, we can get the user’s emotional feedback to the brand: