Getting the Message Hearing the Conversation in Java

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Getting the Message Hearing the Conversation
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agent, but I ve lived in the same house for 20 years and have no plans to move. Yes, I d recommend my dentist but have no plans to consume more of his services. You have to get into the details to know how and where to leverage customer attitude to improve your business. Survey companies like iPerceptions (www.iperceptions .com) and OpinionLab (www.opinionlab.com) are great for spotting speci c problem areas and tracking the shift in opinion as changes are made to a product, a web site, or a company. Another benchmark of hearts and minds can be found at ForeSee Results (www.foreseeresults.com) (Figure 6.1). While there are many survey tools and services online, ForeSee Results stands out for its use of the American Customer Satisfaction Index (ACSI) (www.theacsi.org) model, which links customer expectations, perceived
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Figure 6.1 ForeSee Results has tied customer satisfaction survey results to nancial performance.
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quality, and perceived value to customer satisfaction through a set of causal equations. ACSI tracks trends in customer satisfaction through a rigid methodology that is, therefore, highly comparable. It s a national economic indicator of satisfaction with goods and services. ForeSee Results brings two interesting components to the table. First, they have shown that the index they use is a predicator of a company s nancial performance improving satisfaction scores predict improving stock value and therefore price. Second, they identify which speci c things are drivers of satisfaction whether it be price, web site content, or call center resolution speed. Customers might say price is critical, but it may not impact satisfaction as much as a better search capability on the company web site. Keep in mind that we ve been discussing surveys. Surveys let you know what customers are willing to tell you. I strongly recommend continuing the direct conversation with your customers. They will tell you things about your products and services that are simply not interesting to their friends and followers. They will tell you where you are going wrong. Nevertheless, let s stay focused on the social side what they say to each other. The simplest tracking method (and free) has to be the Google Alert. Just set up a search for I would recommend (your product/company). As with all sentiment analysis, it s easy enough to watch for I would not recommend . . . but this is tricky when humans get playful. I recommend Mammoth Hide Tissues for anybody with a nose as soft as a camel s. I recommend the latest Rocky movie if you stop for a lobotomy on the way to the theater.
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I recommend Hummers for those who are brainless about the environment. Although listening isn t simple, it is useful. As an advertising-supported web site, the Washington Post cares about page views, and Rochelle Sanchirico, senior director of acquisition marketing, monitors the traf c that Facebook and Twitter drive to their site. She tracks the value of that traf c not just by the number of pages, but which ones. Some pages are more valuable to us, Rochelle says, because they are targeted to a more speci c reader and advertisers will pay more for those types. But the Washington Post is also interested in what people are saying about them, their web site, and the content of their articles. At a Web managers roundtable in Washington, D.C., in the fall of 2009, Rochelle was asked about the tools they use to decipher attitude and nd recommendations. Interns was her reply. Yes, it sometimes simply takes a human.
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Complaints come in many shapes and sizes. Generic complaints are there to be counted, but speci c complaints are there to be gratefully received. If they are complaining about a speci c product feature or service error, you can gauge how many people feel the same way and whether their attitude is shifting over time.
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