Brand and Cluster Pairing for Social Customer Care
By Edwin Margulies
You can significantly increase your ability to identify service improvement opportunities and new customer acquisition opportunities by leveraging brand and cluster pairing. Modern Social Engagement for Customer Care platforms let you create custom attributes for brand and product mentions. Match these with persistent business issues and you've got a powerhouse for improving loyalty and netting new customers.
What's a Cluster?
A cluster is a grouping of like mentions. In the context of social engagement for customer care, clusters represent persistent business issues. Take billing, service, technical support, or "at risk" for example. these are concepts that each enterprise will likely always deal with. There is also another class of clusters called trending topics, or conversation topics. These are like mentions that represent fleeting trends, not persistent business issues.
If your social engagement for customer care platform has built-in Natural Language Processing (NLP) capability, you can automatically tag social posts with cluster data after the system has been trained. This is the optimal arrangement especially if you have a big brand or you are also monitoring competing brands and thousands of posts are happening each day.
If your system does not have NLP you should still be able to do some manual tagging of clusters. You may chose to have your team tag posts for the appropriate business issues as they engage.
What About Brand Tagging?
In addition to cluster (business issue) tagging, modern social engagement for customer care platforms also let you create custom attributes. One attribute you can create is a brand or product attribute. Let's say you wanted to follow automobile brands. You could create an attribute for Ford, Chevy, Toyota, and Chrysler for example.
Even better, you can employ the use of a rules engine to automatically tag each post with "Ford" or "Chevy," etc. so as posts are captured by the system - the ones that deal with each brand are automatically cataloged.
The Intersection of Brand and Cluster
Now you have seeded your social engagement platform with both persistent business issues and brand tags. Imagine the possibilities…
- Filter on "Service Issue" cluster for competing brands and strategize new campaigns
- Use "bad service" vs. "good service" sentiment reports to benchmark your customer care
- Run a report on "At Risk" cluster for each competitor to see who's customers you can target
- Filter and Route to agents for service escalation based on "Support" clusters and Brand Tags
There are many more examples, but I encourage you to start with one campaign for customer service and another for competitive acquisition opportunities and run them in parallel. Once you get the hang of it, you will be pairing clusters and brand mentions for many more campaigns as you see the results.
At the intersection of persistent business issues and brand are some great opportunities. You can make essential observations on your own customer service and improve routing and escalation to the proper agents. You can also quickly identify weaknesses in competing brands and target competitors' customers for acquisition. Make an investment in modern social engagement for customer care infrastructure that includes rules engines and NLP and you can automate most of the work.