Let’s eat some melon from overseas first
Amber heard, this incredibly beautiful Hollywood actress is well known for her role as "Mera" in "Aquaman" co-produced by Warner Bros. and DC. The movie "Aquaman" exploded both in word-of-mouth and box office. Amber's net worth is also rising. However, just when everyone thought she was on her way to stardom, there were recent rumors that Warner announced that it might cut her plot in "Aquaman 2", or even delete the role.
The cause was Amber's divorce from her ex-husband Johnny Depp (the famous Captain Jack). It was originally an ordinary celebrity divorce case, but it caused a stir because of Amber's speech in the mainstream media a few years ago. In her early years, Amber publicized Depp's domestic violence and received a lot of support. As a result, Depp was criticized verbally and criticized on social networks. It eventually led to the termination of Disney's contract with Depp, and Depp himself lost several important movie roles, causing losses of hundreds of millions of dollars.
I thought the matter would be settled like this, but Depp's recent counter-suing against Amber for defamation has brought the matter to the forefront. Because Depp's legal team proved that Amber provided a large amount of perjury and was indeed defamatory, Amber ultimately lost the case. Depp's previous grievances have been cleared, and the pressure has also been put on Amber's side. More than 4.6 million people have boycotted Amber's appearance in "Aquaman 2" on the Internet. This is the news that Warner DC will delete Amber's scenes or even exclude her from the crew.
The melon has been eaten. Through this incident, we can see the huge influence of current user voices. In the digital age, information spreads faster than ever before. "Bad things travel thousands of miles" has now advanced to the point where bad things spread all over the world. This makes the voice of consumers more powerful than ever, and even giants like Disney and Warner must listen to the voice of their "customers." There are many companies at home and abroad that make mistakes by not listening to their customers.For brands, user feedback is very important, but customers often do not point out the problems directly to the brand, but vent their inner dissatisfaction through various social/social media channels.These channels, as a loudspeaker, can directly or indirectly affect brand reputation.
We can look at a set of data from overseas:
- 89%of consumers choose to purchase from a competitor after a poor customer experience;
- Typically, a U.S. customer will24 peoplePassing negative product information in front of people, but only in front of15 peopleDeliver positive experiences in front of you;
- The value of customer loyalty may be a single purchase10 times；
- Due to poor customer experience, U.S. businesses lose at least approximately$83 billionsales;
- The impact of a negative event requires12Positive events to compensate;
- If the complaint is resolved,70%of customers will work with the company again.
From a marketing perspective, these come down to one thing: the Voice of the Customer (VOC).Voice of Customer (VOC), according to SixSigma's definition, refers to customers' feedback on brand products and services, including comments, expectations, preferences, etc.Brands can refine and aggregate this information into data, allowing companies to find directions for improving customer experience and track its effects. It can be said that VOC is the starting point of user experience.
Last time we gave a general introduction to Sprinklr company and products. For details, you can click here:Martech Special Topic: How did Sprinklr make many giants fall under its pomegranate skirt?Today, we will give a brief introduction on how to obtain VOC (Voice of Customers) through the Sprinklr tool:
Usually, consumers usually evaluate a brand from four dimensions before making a purchase, which are:
- Comparison of competing productsNowadays, consumers have access to a vast amount of information from the Internet. How do they evaluate your products and those of your competitors?
- Personalized experienceFor products of similar quality, customer experience determines consumer loyalty.
- Brand feedback speedWhat? Are you still leaving an email online? Nowadays, brands also provide real-time one-on-one interactive feedback to customers through various social media and social software.
- UGC contentToday’s consumers are very smart. They are more willing to trust the actual feedback of ordinary users than the PGC content produced by brands/KOLs.
Among them, both Dimension 1 and Dimension 4 can see a large amount of user feedback, and the feedback information is good or bad. As a brand, you need to collect this information, analyze customer feedback, find your own problems, and continue to iterate (whether from an organizational or product perspective) to improve customer experience and track results. Of course, digitization is fragmenting user touchpoints and generating multiple channels and types of user feedback. For brands, complex data integration is very difficult and requires multiple channels to communicate with customers.
Sprinklr provides a complete solution for VOC acquisition. First, they aggregate mainstream social media channels and media channels, collect massive data, and integrate the channels into the product module Modern research. Secondly, through their own AI, user context analysis and NLP learning, they can derive the true intentions of users, and extract reports and data to provide to brands. The following table shows the granularity and dimensions that this product can reflect:
We take Warby Parker, a well-known overseas DTC brand, as an example for analysis: in the past 90 days, regarding the number of brand subject appearances, by clicking Mentions we can see which channels are more high-quality.
You can see that the discussion on Twitter is the most popular, and you can also check the specific discussion posts.
Based on these data, you can even see how you compare with your peers.
Through AI analysis of user intentions, users’ emotional feedback on the brand can be obtained:
Blue represents happiness, while others represent mostly negative emotions. There are many other functional modules, but I will not go into them one by one here. If you are interested, you can join our study group to eat melons together, learn overseas Martech together, and use marketing technology to gain results together.
Managers can obtain complete user feedback through these functions, thereby providing data support for product and service improvement and better optimization strategies.
As mentioned above, the voice of the customer is the beginning of improving customer experience. After we obtain the voice of the customer, how should we respond? Let us first take a look at what the international big name Prada does?
They purchased Modern research in 2020 to enhance their public relations processing capabilities, competitive data analysis capabilities and insight capabilities, such as brand health and core event (fashion week) tracking.
More importantly, they tracked 92 million pieces of information about the brand that year, and the information spanned 183 dimensions of entities.
Based on this information,Prada began to strengthen its interactive capabilities and began to deploy its own owned channels on social media and social platforms. Marketing customer service provided real-time one-on-one services to customers through IM tools., and slowly replace traditional email customer service. While improving efficiency, it also increases user stickiness. If Voice of Users (VOC) is a required course for DTC brands, owned channel is a good way for brands to solve the problem of user voices.
Overseas brands have actually started to develop owned channels. Here are some of their experiences:
- The cost of acquiring new customers is 6-7 times that of retaining existing customers; customer retention rate increases by 5% and profits increase by 125% - from Bain Consulting.
- Likelihood of selling to existing customers: 60-70%; Likelihood of selling to new customers: 5-20% - from Marketing Metrics.
- Customer loyalty is worth 10 times more than a single purchase - White House Office of Consumer Affairs, Washington, D.C.
In contrast, there are still some differences between us and overseas in terms of one-to-one access through owned channels. Our owned channels are currently based on "personal account + community + public account + mini program", which are all based on the WeChat ecosystem. Brands and customers are strongly linked, and it also provides a place for brands to integrate information.
However, overseas, the links between brands and users are more on social media, and the connection capabilities are not as strong as IM. However, this trend is also gradually emerging overseas. WhatsApp is a super IM tool with more than 2 billion monthly users, and Meta officials continue to lay out its commercial capabilities. Just some time ago, Zuckerberg also explained the commercial value of one-to-one access to overseas owned channels through Cloud API. We even learned that the Procter & Gamble Group achieved hundreds of millions of yuan in net income through owned channels in Brazil in 2021. Last year in the country, the transaction volume of WeChatowned channel was larger than that of some e-commerce platforms. I believe that in the future, overseas countries will also realize decentralized e-commerce through IM contacts such as WhatsApp and realize the same transaction event as in the WeChat ecosystem.
The one-on-one access of owned channel is not only an excellent position for brand transactions, but also an important field for VOC.
