9. Business Applications of Web Listening
Increase engagement that leads to Sales Understand mindsets
New product development Rebrand or reposition
Shape and sharpen messaging Address public issues
Improve existing products Manage reputation
Discover new customers Provide customer
care
Invite customers to join online
communities Increase loyalty and customer value
9
20. Net Sentiment Score (NSS) by Feature
HSBC has a higher score than Halifax in Loan, but Halifax wins in
Credit Card…both score badly on customer care …
21. Halifax Score Benchmark – Top 5 Features
Competitive Benchmarking
Positive Score
Top 5 Features Halifax Scores Barclays HSBC
45% 45%
44% 45%
28% 46%
40% 46%
41% 49%
Competitor is Better
Halifax is Better
22. In case you are wondering what a mixed post is….
23. Priority Matrix for Halifax
Feature Positive Frequency Benchmark
Score Index Score
Overdraft 46% 5 49%
Customer Care 42% 3 46%
Mortgage 44% 4 46%
Credit Card 52% 2 45%
Colour Code Key Priority Secondary Maintain
Priority
38. If Web Listening is not yet an integral part of your Marketing,
Operations and Product Development Function….
Explore Define Target Design POC Execute Pilot Debrief
1. online Design 2-3
survey Invite 500-
engagement
among your 1000 to
projects to
targets for recruit 100 Evaluate
Define POC interact with
social media members of results and
Objectives the
your decide next
2. Web and Metrics community
experimental steps
Listening members
private online
pilot zero and gauge
community
measure benefits.
Customers?:
• Consumers
• Investors
• SMEs