Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun

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In her Brands-Only Summit Pre-Conference presentation, Xerox's Tong Sun presents a set of techniques and practices for accurate sentiment and sarcasm detection through informed perspective. She also discusses a holistic framework for measuring the business value from social media listening and engagement.

Médias sociaux

Measuring impact from more
accurate social media listening
and timely engagement
TONG SUN
WEB ANALYTICS DEMYSTIFIED
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

Measuring Impact from More Accurate Social
Media Listening and Timely Engagement
Dr. Tong Sun
Director, Scalable Data Analytics Lab
© 2010 PARC

Transforming “Call Center” into
Customer Experience Management
PARC | 4
• Challenges:
 Growth opportunities (multi-channel)
 Continue to improve customer satisfaction
 Process efficiency (automation)
 Business model (pricing)

The What:
Identifying the Strategic Context
PARC | 5

PARC | 6
Listening
Routing
Engage
Measure
The How:
Efficacy of the Business Operations
Process Context
Computational Linguistics + Expert Guided
Machine Learning
• Better Accuracy in spotting issues
• More issues spotted
Skill-based Automatic Workflow Routing
• Matching expertise to issues
• Reduces agent’s downtime
Cross-Channel Tracking
• Engaging through multiple social media channels
Efficient channel Tracking
Customer-Facing Reporting Metrics
• Impact value metrics (campaign effectiveness,
customer satisfaction)

Listening Metrics
PARC | 7
 Granularity (keywords,
topics, aspects)
 Depth (from demographics to
psychographics)
 Accuracy and Coverage

Engagement Effectiveness Metrics
PARC | 8
 Effectiveness of workflow routing
(agent downtime, load balance)
 Engagement status tracking (solved,
open, change-channel)
 Consistency across channels

Impact Value Metrics
 Campaign spreading speed
PARC | 9
coverage
 Timeliness of Engagement
(issue resolution rate,
response time, handle time)
 Sentiment conversion rate

Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun

1. Measuring impact from more accurate social media listening and timely engagement TONG SUN WEB ANALYTICS DEMYSTIFIED OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

5. Transforming “Call Center” into Customer Experience Management PARC | 4 • Challenges:  Growth opportunities (multi-channel)  Continue to improve customer satisfaction  Process efficiency (automation)  Business model (pricing)

6. The What: Identifying the Strategic Context PARC | 5

7. PARC | 6 Listening Routing Engage Measure The How: Efficacy of the Business Operations Process Context Computational Linguistics + Expert Guided Machine Learning • Better Accuracy in spotting issues • More issues spotted Skill-based Automatic Workflow Routing • Matching expertise to issues • Reduces agent’s downtime Cross-Channel Tracking • Engaging through multiple social media channels Efficient channel Tracking Customer-Facing Reporting Metrics • Impact value metrics (campaign effectiveness, customer satisfaction)

8. Listening Metrics PARC | 7  Granularity (keywords, topics, aspects)  Depth (from demographics to psychographics)  Accuracy and Coverage

9. Engagement Effectiveness Metrics PARC | 8  Effectiveness of workflow routing (agent downtime, load balance)  Engagement status tracking (solved, open, change-channel)  Consistency across channels

10. Impact Value Metrics  Campaign spreading speed PARC | 9 coverage  Timeliness of Engagement (issue resolution rate, response time, handle time)  Sentiment conversion rate

11.

12. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun

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