Case Studies
Case Study
Success Story in Harnessing Social Media for Consumer Insight
In a collaborative project with a telecom client, listening247 faced the challenge of integrating social listening analytics with existing consumer surveys amidst managing over 620,000 social media posts and aligning diverse Net Promoter Scores (NPS™) and Net Satisfaction Scores (NSS™). The project demanded advanced analytical techniques to sift through noise, categorise data effectively, and correlate consumer sentiment with market events.
Challenges:
The collaborative project between listening247 and a Telecom client sought to integrate social listening analytics with existing consumer surveys. A significant challenge was managing over 620,605 social media posts, with about two-thirds rendered irrelevant due to noise issues. Aligning the monthly NPS™ with variable NSS™ scores also presented complexities, necessitating an advanced analytical approach to synthesise these diverse data streams.
Solutions:
listening247 addressed these challenges by involving extensive social media listening over a six-month period and the deployment of sophisticated data curation techniques. This included the creation of a detailed hierarchical taxonomy to categorise the data effectively and the use of refined search term combinations to improve the relevance of the data collected. listening247's solution also involved superimposing NPS™ and NSS™ data over a calendar of market events thereby providing a dynamic analysis that captures the pulse of consumer sentiment and its impact on brand perception.
Benefits for the Client:
1. Enhanced Strategic Decision-Making: The integration of NPS™ and NSS™ allowed telecom client to gain a dual perspective on customer loyalty and social sentiment, offering a holistic view of brand health and consumer satisfaction.
2. Improved Customer Insights: The project uncovered specific consumer sentiments not captured in traditional surveys, enabling telecom client to tailor their customer engagement and service strategies more effectively.
3. Informed Operational Adjustments: The insights provided led to better-informed operational decisions, enhancing brand’s responsiveness to market changes and customer needs, ultimately strengthening their market position.
4. Dynamic Data Analysis: By overlaying NPS™ and NSS™ data with a calendar of market events, listening247 provided a nuanced analysis that captured real-time consumer sentiment fluctuations and their impacts on brand perception.