Interesting interview with Scott Rogers, former director of strategic planning at David’s Bridal. He talks with destionationCRM about measuring customer sentiment across all the new and social media channels.
Depending on the channel, the sentiment changes: If its a blog, theyre telling friends whats been happening. If its a forum, theyre looking for advice. On Twitter, its usually, Im going to Davids. Facebook is all about keeping up with your friends. When you break down the topics, it gets down to the old product-and-service component. It doesnt necessarily have a lot to do with process and systems and stuff like that. The ultimate goal is to respond, so that its pervasive, and to restructure customer service so it can handle that. Brides like to talk, after all, and in my opinion, everyone is an influencer. Everybody matters.
Do you have any experience with VOC (voice-of-the-customer) research? Would you agree with Rogers analysis of the channels?