Customer_Experience_Analytics_Support_for_a_Home_Decor_Company by Sutherland Global Services

Customer Experience Analytics Support Exclusively prepared for XXX

Executive Summary 

Comments are collected from various Social Media sources like Facebook, Twitter, discussion forums, etc.



Twitter is the major source with 50% of mention contribution followed by discussion forums with detailed talks on issues (Main forums are Reviewcenter.com and Moneysavingexpert.com)



From the overall Mentions collected, 56% are negative while 23% are positive



Overall Mentions & Sentiments are divided into three main categories & their sub-categories: –

Pre-Purchase

–

Purchase

–

Post Purchase



XXX is the only provider among the three to have some post purchase categories in green – towards refunds and quality of purchase



Majority of Social Media users have shown positive sentiments for XXX on Promotion offers as compared to XXX & XXX



For majority of products, customer service is the major concern which is followed by Shipment & Delivery



XXX customers have indicated positive sentiments for Accessibility where as they have indicated negative sentiments for Product Range & Product Availability



Negative sentiments have been indicated for Store layout / design, Help & Assistance in store & also for Locations of XXX stores



Majority of Social Media users have indicated negative sentiments for Order processing & Payment processing, where as for Queue time the sentiment is Neutral



XXX customers are indicated negative sentiments for Customer Service, Quality of products, Refunds, Returns, Shipments & Order Tracking on Social Media forums



In the research category, XXX scores well in terms of accessibility but slips in terms of product ranges and availability

www.sutherlandglobal.com 1 February 2013

What are your customer saying about you in Social Media? Brand Tracking  Social media sources on which your brand is talked about  Identify the influencers  Identify the sentiments of those influencers  Identify the brand perception and sentiment of the masses

Gary Quigley posted on Twitter: “Oy! @XXX_uk your website keeps falling over when I try and place an order at the delivery date stage!” on 28th Sept’2012

SGS tool will gather such comments and represent it in a Net Promoter Score and compare to your competitors

www.sutherlandglobal.com 1 February 2013

What we did?  Took sample data for 15 – 30 Sep, 2012  Total number of comments collected: 1563 Comments  Usable comments Data

15 – 30 Sep, 2012

XXX

621

XXX

650

XXX

292

 Tools used: – Online crawler to collect the comments from Social Media, blogs and other sources – Text Mining tool to identify major customer concerns & respective sentiments

 Data from United Kingdom is taken into consideration while making this deck

www.sutherlandglobal.com 1 February 2013

XXX needs to strengthen its presence on Facebook

% Mentions

Facebook

Money Saving

Review Center

Twitter

50%

Review Center

29%

Money Saving

15%

Facebook

 Distribution represents the breakdown of mentions for our brand by site or service  This provides insights into where most of the online conversations about this topic are happening

www.sutherlandglobal.com 1 February 2013

Social Media: Mentions & Sentiments Sentiment Break down 56%

21%

23%

Negative

Neutral

Positive

100% 80% 60% 40% 20% 0%

Negative

Neutral

Positive

 Mentions are the feed of Social Media which includes keywords related to our brand  Sentiment shows the percentage & number of mentions that had a positive, neutral or negative tone toward this keyword or topic – The sentiment is scored by an automatic sentiment engine with an accuracy of 75% – Sentiment analysis is best used for directional insights and should not be relied upon solely

www.sutherlandglobal.com 1 February 2013

Media Type – Categories & Sentiment Sentiments

% Mentions

47%

15%

11%

52%

68%

31%

25%

46% 15%

12%

2% XS (<100)

S M L XL XXL (100-499) (500-999) (1k-4999) (5k-9999) (>9999)

33% Facebook Positive

21%

24%

Forums

twitter

Negative

Neutral

 XXX is getting majority of its mentions from social networking sites including Facebook and Twitter  XXX presence on forums is relatively lesser compared to social networking sites  Social Media users expressed higher positive sentiments than Forum users  On Twitter, XXX gets majority of mentions from users having followers in the range of 100 - 500

www.sutherlandglobal.com 1 February 2013

The Overall Customer Experience Pre Purchase

XXX

Pricing Promotions Research Store Website Purchase Order Processing Payment Processing

Queuing Time Post Purchase Customer Service Quality of Products Refunds Returns Shipment and Order Tracking Positive Comments

Negative Comments

Neutral Comments

No Comments

www.sutherlandglobal.com 1 February 2013

XXX vs. Competitors (%Mentions) XXX Vs. Competitors % Mentions

Sentiments

75%

56%

51% 38%

34%

23% 11%

2% Pre Purchase

Purchase

Post Purchase

Go to Pre Purchase Categories

Go to Purchase Categories

Go to Post Purchase Categories



XXX got higher mentions for Purchase as compared to competitors



Whereas XXX got high count of mentions for Pre Purchase



XXX secured high number of mentions for Post Purchase

www.sutherlandglobal.com 1 February 2013

Pre-Purchase Sub-Categories (%Mentions) XXX Vs. Competitors % Mentions

Back

Sentiments

60.83% 46%

41% 35%

33%

17%

16.48% 11.81% 5.49%

Pricing

5.39% 5%

3% Promotions

12%

8% 0% Research

Store

Website

Go to Research Categories

Go to Store Categories

Go to Website Categories



XXX received most mentions for Store and Website



Whereas XXX got high number of mentions for Pricing and Promotions



XXX secured majority of mentions for Research

www.sutherlandglobal.com 1 February 2013

Website Sub-Categories (%Mentions) XXX Vs. Competitors % Mentions

Back

Sentiments

85%

60% 51.61%

48.39% 40%

15%

Display and Decor

Ease of Navigation



Social Media shared high number of mentions for XXX regarding website display & Décor



Whereas XXX secured majority of mentions for ease of navigation on their website

www.sutherlandglobal.com 1 February 2013

Mentions for XXX Product Range XXX Vs. Competitors % Mentions

Sentiments

48%

11%

Bathroom

Bedroom

13%

Electronics

Furniture



Social Media users shared majority of mentions for Furniture



Which is followed by Kitchen appliances, Gardening Equipments and Bathroom

Gardening Equipments

15%

Kitchen Appliances

www.sutherlandglobal.com 1 February 2013

Bathroom Furniture Kitchen Appliances Bathroom Bedroom Electronics Furniture Bathroom Furniture Gardening equipments Kitchen Appliances Bathroom Bedroom Furniture Kitchen Appliances Gardening equipments Kitchen Appliances Bathroom Electronics Furniture Furniture Gardening equipments Kitchen Appliances Furniture Gardening equipments Kitchen Appliances Electronics Kitchen Appliances Bedroom Gardening equipments Kitchen Appliances Furniture Gardening equipments Bathroom Furniture Kitchen Appliances Bathroom Furniture Bedroom Electronics Kitchen Appliances Bathroom Bedroom Furniture

Daily Sentiments about Products

Positive

15-Sep

ď&#x201A;§ 16-Sep 17-Sep 18-Sep 19-Sep 20-Sep

Negative

21-Sep

Neutral

22-Sep 24-Sep 25-Sep 26-Sep 27-Sep 28-Sep 29-Sep

30-Sep

The graph represents user mentions and sentiments of different product range on specific dates

www.sutherlandglobal.com 1 February 2013 13

Product Concern Areas

Customer Service

Kitchen Appliances

Order Processing Payment Processing

Gardening equipments

Pricing Promotions

Furniture

Quality of Products Refunds

Electronics

Research Returns

Bedroom

Shipment and Order Tracking Store

Bathroom

Website 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



The graph represents concern areas for specific product range



For majority of product range, customer service is the major concern area followed by Shipment, Pricing and Order Processing



For example, Customer Service, Order Processing & Shipment is the major concern for Furniture while for Kitchen appliances, Customer Service & Quality of Products are major concern areas

www.sutherlandglobal.com 1 February 2013

Thank You