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Social Engagement Rating
The old adage, “Happy customers tell three people, and unhappy customers tell ten,” has become very outdated, with unhappy customers complaining to millions via Twitter, Facebook, Snapchat, etc. As the airlines learned this year, one negative customer experience can not only go viral on social, it can wind up as the headline of the five o’clock news. And don’t think this can’t happen to technology support as well. We’ve seen videos of repairmen sleeping in a customer’s living room, and heard recordings of support technicians who lost their temper, all broadcast to the world via social media.
It is incredibly important to monitor what customers are saying about your products, your services, and your brand, via social media. Trust us—even if you aren’t listening, your prospects, Wall Street, industry analysts, the media, and all of your competitors are certainly monitoring every comment about you. Not only do companies need to do a better job of social listening, they also need to begin identifying which customers are major social influencers of your brand, whether positive or negative. Once identified, you can design specific campaigns to influence these highly social customers to better represent your technology to the market.
According to TSIA’s 2017 Social Support Survey, 58% of B2B companies are doing some sort of social listening, primarily monitoring for product problems. Members have been asking for approaches to do more detailed listening, including identifying social promoters and detractors. In response, TSIA has developed a new social metrics program, the Social Engagement Rating, designed for use by B2B firms. Here are the elements of TSIA’s B2B Social Engagement Rating:
Depending on what social listening tools you have, much of this process can be automated. But even without a “best of breed” listening platform, companies can identify the social activities that are easiest to access and begin manually calculating scores for socially prolific customers. By factoring the Social Engagement Rating into account plans and quarterly business reviews, you can begin to better leverage your highly positive social customers (perhaps to assist with renewals, and doing customer reference calls), and hopefully influence your most negative social customers.
For more information on the TSIA Social Engagement Rating, here’s a link to download the free research report, “TSIA B2B Social Engagement Rating,” with additional details and examples. You can also view this three-hour Virtual Summit, “Transforming the Customer Experience with Social Support,” which includes a presentation on the Social Engagment Rating.
As always, thanks for your ongoing support of TSIA research, and thanks for reading!
Post Date: August 17, 2017
John Ragsdale is the distinguished vice president of technology research, for TSIA. His area of expertise is in creating strategies for improving the service operations and overall customer experience by leveraging innovative technology. Ragsdale drives TSIA's highly regarded technology research agenda, delivering insightful, thought-leadership research and analysis on the most pressing business issues facing services leaders to enable them to better plan and execute their service strategies. He is also author of the book, Lessons Unlearned, which chronicles his 25-year career inside the customer service industry.
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