By Brandon Purcell on April 25th, 2012
Social media is full of valuable insights about consumers, but sorting through the noise is no easy task. The key is to collect the right data, filter it intelligently, and use the appropriate text analyti cs tools to let the data speak. Beyond the Arc performed an analysis on social media data about U.S. Bank to identify themes that could be leveraged for targeted improvements. From across 11,724 Twitter posts and 1,972 Facebook comments about the bank from the first quarter of 2012, a few key opportunities emerged for U.S. Bank, and the financial services industry as a whole.
1. Identify and engage shoppers looking for your product or service
Social media is the newest frontier for customer acquisition. Some people publicly announce they are shopping around for a particular product or service.
Using social media monitoring, banks can identify all posts that demonstrate intent to purchase or an interest in a product. They can then target the authors of these posts directly, using social media as a sales tool.
2. Improve the relevance of automated responses to increase engagement
Customers are increasingly using Twitter and Facebook to interact with their banks. Most banks respond to customer posts, but often the responses don’t align with the original comment:
In this case, it appears the response to Customer A’s question was automatically generated, and it has nothing to do with the location of the float. Automated responses may save time, but banks need to monitor and continuously improve their automatic response engines, otherwise they risk alienating customers. Using text analytics to classify social media comments can help improve the accuracy of your responses, leading to increased engagement and a more positive customer experience.
3. Monitor customer service complaints for targeted improvements
The most prominent complaints about U.S. Bank on Twitter and Facebook centered on customer service.  Customers who have a bad experience in a branch or on the phone often vent by sharing that experience in social media.
In many cases, like the example at right, customers share details about where the interaction occurred and even which employee was involved. This targeted feedback enables banks to monitor customer service complaints and take specific action as needed. Similarly, if a particular product or service is generating an excessive number of customer complaints, social media analysis can help banks identify it quickly and make changes to reduce attrition and improve the customer experience.
Social media data is inherently valuable for today’s businesses — but trying to derive meaningful insights from such a large and unwieldy data source can be daunting. Yet, social networks are so rich with information about your customers that it’s a resource too valuable to ignore. Using the right analytic tools and strategic approach, you can leverage social media to achieve key business objectives that increase engagement and grow your business.
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By Bruce Johnson on April 18th, 2012
Co-author: Gavin James
In simplest terms, a Voice of the Customer (VOC) program captures your customers’ experiences and feeds them back into the organization to drive improvements that help grow your business. Whether customers feel good or bad about their experience with your products and services, your VOC effort enables you to hear what’s being said so you can take action to reduce risk, leverage opportunities, and build stronger relationships with your customers.
To focus your efforts across millions of customer comments, classifying and analyzing the data helps you accurately measure customer issues and track experiences over time so you can take appropriate action.
Leveraging customer feedback across multiple channels
Although you may rarely record feedback from direct customer contact like the sales floor or service desk, it’s likely your business has access to a wealth of feedback data through electronic channels such as email, call center recordings, surveys, and increasingly through comments on Facebook and Twitter. By capturing this data for analysis and tracking, you can measure the current state of the customer experience, and track your progress as you make improvements over time.
Driving improvements with targeted actions
To effectively take action to improve your customers’ experience, you need an accurate read on where and when to focus your efforts. Tailoring your VOC data with context specific to your business can help you get there faster. At Beyond the Arc, we use sophisticated analytics software to help businesses track issues, and uncover emerging issues to stay on top of the customer experience as it changes throughout the customer lifecycle.
Here’s a look “under the hood” at how we create classification engines so you can act on Voice of the Customer data:
- Capturing main ideas – Our analytics tools use Natural Language Processing (NLP) to automatically capture the main ideas from customer comments. The NLP is augmented by business knowledge and terminology specific to each line of business in the company.
- Classifying key issues - To identify key issues, a classification engine sifts through millions of documents to track the main ideas. Again, business knowledge is integrated to craft actionable categories. Oftentimes, this part of the work is an extension of a reporting system already in place, but one geared towards hundreds of documents rather than millions.
- Aligning data with measurable outcomes - Our classification engine uses a combination of statistical and linguistic techniques that include NLP, C5, and Apriori algorithms to discern the most meaningful way
 to classify each customer comment.
- Engaging the human touch – Customer feedback is first categorized by business experts to ensure accurate meanings are assigned to comments about various experiences. We confirm accuracy over time as the business and the customers are always evolving. Whenever we update the classification engine, we can test the effects by comparing old and new findings to ensure the most accurate outcomes.
With customer data categorized to the specifics of your business, you increase the relevance of customer feedback to more effectively focus your actions across lines of business. You can also measure the impact of your improvements: Are the big problems changing? Are customers celebrating your brand? VOC analytics can put the answers, and key issues, in your hands so you can address them at the right level at the right time.
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By Gavin James on April 4th, 2012
Just when you were getting used to Facebook, it’s changing… Yet with the new Timeline interface, financial institutions can leverage a number of new features to increase engagement with customers. Here are a few practical tips you can easily put into action.
1. Increase engagement for hot topics.
 With the new “Pin to Top” feature, you can keep specific posts positioned at the top of your Facebook Wall for up to 7 days. It’s a great way to increase visibility for topics that can attract attention and interaction. Simply hover your mouse over the upper right corner of a post until you see the editing tool buttons, then click Edit (the pencil), and select Pin to Top.
Want to grab even more attention? Spread your post across the two-column layout with the “Highlight” feature (click the star button on a post). Use this approach to showcase important content such as contests, or details about a charitable giving campaign.
2. Create visual impact to express the spirit of your brand.
As a highly visual interface, Facebook Timeline reflects the increasing trend for customer experiences to be entertaining as well as helpful. By exploring new visual ways to engage audiences, financial institutions can help build a stronger emotional connection to their brand. A few examples include:
- Create a high impact cover photo that reflects the spirit of your brand.
- Post photos that highlight your organization’s involvement in local community events, or tap into seasonal sentiment (as shown here by American Express). As Timeline displays photos much larger than before, you can create greater visual appeal and attract attention more easily.
- Share videos that offer tips to help new homebuyers or young adults opening their first accounts.
Be careful: For both your cover photo and posted images, do not include sales promotions or marketing calls to action in these visuals. That may violate the Terms of Service as Facebook tries to further develop paid advertising.
3. Drive traffic to key content with customized tabs.
With Timeline, access to custom landing pages is more visually prominent –but it’s also more limited. You’ll need to plan carefully about which special features you highlight on the tabs visible below your cover photo. Although you can add up to 12 custom tabs, only four tabs will display until a user clicks to view the rest. Because you cannot move or remove the Photos tab, and many users may not click to see your additional custom pages, target your three visible tabs to drive traffic to important content such as sponsored events, compelling videos, and campaigns such as the JP Morgan Chase Corporate Challenge.
To get started quickly with Timeline, consider adding content to the readily available default tabs such as Events and Videos. You can arrange tabs in any order (except Photos), and add custom images to draw attention to your tabs.
To maximize engagement, offer a layered experience using custom tabs that provide access to special pages dedicated to promotions and other key content. You can even embed your website or blog within Facebook (made easier as Timeline allows a much wider display). This enables consumers to seamlessly learn about your products and services while interacting with you in social media.
Whether your company is already active in Facebook or just diving into social media, the Timeline platform provides incentive to boost the creativity of your content strategy. Increasing visual appeal can increase emotional appeal –and that emotional connection to your brand is a key factor in building customer loyalty and growing the business.
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By Shaw Taylor on April 2nd, 2012
Millions of consumers interact with banks each day to manage their finances. As technology evolves, customers have the flexibility to interact with their bank through a wide range of channels, moving beyond the branch and snail mail, to an increasing reliance on social media and mobile banking. With the rapid growth of online communication, retail banks now have the opportunity to transform a wealth of unstructured data into actionable insight to advance key business objectives. Making sense of this data, however, requires a framework to manage the customer experience and effectively focus your Voice of the Customer (VOC) efforts.
Enter the customer lifecycle.
Think of the customer lifecycle in 5 key stages: awareness, presales, sale, customer service, and advocacy. These stages drive a customer’s attention to the bank’s products and services, communicate the value of the offers, influence the decision to buy, and often build brand advocates among satisfied customers who help influence the buying decisions of others. The lifecyle model recognizes that customers require different products and services across their lifetime. For example, a newly married couple in their early 30’s might need a first time home loan, while an elderly couple might explore reverse mortgages.
For retail banks, managing the lifecycle involves monitoring and constantly improving the customer experience, to ensure the journey from prospect to advocate is mutually beneficial. To effectively manage this process, you need to consistently capture customer input and analyze the feedback using text analytics. From tracking customer feedback about working with bankers to refinance a mortgage, to social media comments about their credit card rewards program, understanding customer input by lifecycle segment is critical. It helps organizations understand and improve business processes by tying them directly to customer input. 
To optimize your Voice of the Customer program, we recommend applying this customer lifecycle as the context for your unstructured data –customer comments sourced from surveys, call centers, social media, and more. You’ll gain a more focused understanding of how to improve key business processes to deliver a rewarding experience that builds lasting customer relationships.
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By Steve Ramirez on March 27th, 2012
There’s no doubt that Pinterest is an exciting new social media platform. With over 11 million unique visitors a month (and growing fast!), banks and credit unions are wondering if they should start to “pin”. Ron Shevlin, Senior Analyst with the Aite Group, sparked a great conversation on The Financial Brand blog. His article prompts an interesting question: can banks and credit unions capture enough of a measurable benefit from Pinterest to generate a positive ROI?
 Over two-thirds of Pinterest users are women, and more than half have children.* While there will be a calculus unique to each financial institution, there are three key business drivers to consider:
Acquire: Will Pinterest enable my bank to attract new customers?
Transact: Will this social platform drive incremental revenues from cross-sell, up-sell, or “more sell”?
Retain: Will it help us to better understand customer preferences, meet customer needs, and build loyalty?
The Pinterest audience is enticing for banks and credit unions. The average household income is over $100,000. Social media news portal Mashable also estimates that over two-thirds of the visitors are women, more than half have kids, and fewer than 5% are under age 18. These demographics help to explain why Nordstrom, Whole Foods, and West Elm are a few of the brands that are represented on the platform.
Leveraging social media for customer engagement is not free and the time and resources needed to establish an effective presence quickly add up. Financial institutions need to tailor their content, social media monitoring, and engagement strategies to reach the audience that is attracted to each social media platform. There will be an inevitable cycle of experimentation and refinement as a financial institution works to express its brand voice in these new social conversations. And there will be real costs incurred along the way.
On the positive side of the ledger balance, not enough of the benefits can be quantified. Awareness and brand recognition are important, but how well can your bank measure that value? Pinterest can help your business to foster a sense of community, but is that relationship going to be strong enough to drive revenues or help reduce attrition?
 Banks and credit unions should establish a Pinterest account to protect their brands, but focus on other social media priorities before launching a campaign. There is a passive risk in social media, if your company is too slow to establish a presence on popular social media channels. TD Bank and Standard Bank have been proactive in mitigating that risk and protecting their brands on Pinterest (pinterest.com/tdbank and pinterest.com/standardbanks). They have not started to utilize the social platform to engage with prospects or customers, but they are ensuring that no one assumes their online identity. This is a good defensive move and something that all financial institutions should do.
Social media can be an effective business tool, but only if social media efforts are tied to measurable business objectives. In the case of Pinterest, it is still too soon to include this channel in your marketing efforts. Keep it on the radar, but hold onto those pins for a little while longer.
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*Photo credit: photostock / FreeDigitalPhotos.net
By Shaw Taylor on January 27th, 2012
Today, card issuers are focused on how they can innovate in their rewards programs to attract and retain customers. Many are looking to the successful Groupon Deals model of online discounts for inspiration (see Bank of America’s recent announcement about a BankAmeriDeals merchant discount program they’re testing).
Social media is emerging as a key vehicle to engage customers about rewards, and even to deliver targeted deals based on customers’ demonstrated interests. At the vanguard of this movement is American Express, which launched its Link, Like, Love rewards program on Facebook last year. Described as “Groupon without the Coupon”, the program lets you link your American Express card to your Facebook account. Then American Express delivers deals and offers based on your Facebook activity, pages you like and share, as well as the activities of your Facebook friends.
Using our Social Customer Insights service, we employed social media analytics to take a deeper look at the Link, Like, Love campaign. We identified how American Express is differentiating itself, strengths and weaknesses of the program, key customer feedback and the card issuer’s response strategy.
DOWNLOAD the case study here, and learn how you can leverage social networks for your rewards program:
- Understand how to increase engagement to drive awareness and conversion
- Leverage customer input to tailor offers for increased relevance and results
- Define metrics for success that align with business objectives like building satisfaction and loyalty
By Gavin James on January 10th, 2012
Co-author: Dana Roytenberg
Lessons for financial institutions to increase brand impact
Most companies spend a lot of time defining their brand – the values they want people to associate with their business – and market to promote that perception. But these days, companies face challenges in controlling how their brand is perceived, because customers have the tools to broadcast their experiences with the business on a mass scale. A “brand” is now less about brand promises, and more about how companies deliver on those promises.
- How customer experience is becoming the brand. While many consumers may not know a company’s official brand story, it’s a good bet they have impressions about the brand, based on their experience across various touch points, as well as influence from friends, family, media, and the general public. Consider the recent public outcry about proposed debit card fees, which led banks to reverse decisions to charge fees for debit card use. Even the anticipation of a negative experience led customers nationwide to express negative perceptions about “big banks.” As a result, though banks may not have lost a significant amount of customers, the value of their brand and customer loyalty may have suffered.
- Social media is evolving how we experience brands.
 Consumers are increasingly turning to social media to express service complaints, and how/when/if a company responds may influence their perception of the brand. Additionally, social networks like Twitter and Facebook make it easy for passionate consumers to voice their perceptions about a business (good or bad), potentially influencing millions of people. In other words, “word of mouth” has gone viral. To maintain control of their brand, businesses need to ensure the customer experience aligns with their brand promises.
Understanding how to monitor customer experience
To strengthen a brand, you need to deliver the experience customers want. That starts with effective listening and engagement, combined with agility to keep up with changing expectations.
- Gain a holistic view of the customer experience with analytics. If you have a Voice of the Customer program, make sure you’re monitoring across all channels and touch points. For example, the rise of digital banking means new challenges in ensuring a smooth experience across online and mobile access, ATMs, and automated phone services. For a richer perspective on the customer experience, consider using text mining of unstructured data (e.g., social media comments) to complement structured data (such as profiles and transaction histories).
 Measure emotional connection to your brand. A strong brand is one that resonates with people, so it’s vital to track how customers and the public feel about your company. Sentiment analysis can help you effectively spot trends and emerging issues. When sentiment is positive, you can engage champions to increase brand awareness. When the tide turns negative, you’ll be better prepared to address problems early and offer special attention to improve brand perception.
Increasing brand impact with customer experience insights
As people and technologies evolve, so does the customer experience. Your brand needs to evolve along with it. Effective analysis of feedback across all touch points gives you a clear picture of the customer experience, and guides you in engaging with customers in ways that strengthen your brand.
Here are a few examples of financial services companies doing it well:
 American Express® – Maximizing engagement on Facebook
The company is successfully using social media to reinforce positive feelings about the brand and drive customer acquisition. On Facebook they ask questions that tie a customer’s personal experiences with Amex products, such as, “What summer memories did your Amex Card make possible? Our analysis of 5,300 Facebook comments over two months helped target which efforts worked best to engage customers. And their Link-Like-Love program takes engagement to the next level by rewarding existing and new customers based on what they “like” on Facebook.
- Experian™ – Using analytics to increase loyalty and drive new business
As part of their customer-centric daily workflow, Experian Credit Services uses data analytics to monitor feedback, and delivers it to sales and service teams who can take action quickly. The company also shares feedback across the organization, categorized for client segments to help lines of business understand unique needs and concerns. In this way, Experian stays prepared to meet and exceed client expectations, which helps enhance brand perception and increase the likelihood of recommendations.
- California Coast Credit Union – Leveraging YouTube to promote the brand
To attract new business and strengthen perceptions of their brand, the credit union encourages members to share entertaining video clips that celebrate the brand and generate enthusiasm with young audiences. It effectively builds loyalty into the customer experience, while promoting the brand as a welcoming community.
Brand is about more than goodwill; it’s a valuable company asset that’s beginning to appear on balance sheets at significant valuations. And customer experience is about more than meeting basic needs; it’s about making people feel great –trust, ease, convenience, delight. Companies that deliver on their brand promises –by systematically aligning their customers’ experience with their brand vision– will be positioned to win for the long term.
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By Brandon Purcell on January 4th, 2012
2011 was an important year for Voice of the Customer (VoC) programs in the financial services industry. Many banks and credit unions adopted new Voice of the Customer initiatives, and companies with existing VoC programs began to harness their full potential with new types of analyses. Some companies monitor customer feedback to determine the top customer experience pain points and service breaks. Other companies gauge their brands’ relative health by tracking sentiment on social media. However, there is one VoC strategy in particular that companies are beginning to adopt for its significance, swiftness, and overall necessity–the analysis of Emerging Issues.
What are Emerging Issues and why are they important?
 In an Emerging Issues analysis of Twitter and Facebook data, Beyond the Arc identified a linkage problem between the Bank of America website and Mint.com. Click graphic above to read the case study.
- Customer experience pain points – Emerging Issues are commonly characterized by a sudden increase in the volume of comments about a certain aspect of the customer experience. For example, if a bank rarely sees comments about wire transfers, and then suddenly receives a huge influx of chatter on the subject, an Emerging Issues analysis will flag wire transfers so an analyst can look into the problem. Monitoring and quick identification of Emerging Issues allows a company to fix problems before they affect a large number of customers.
- Risk is another factor in determining Emerging Issues. Some comments, even in smaller quantities, might warrant further inspection. Typically, these issues center on security breaches or regulatory and legal compliance. For example, an Emerging Issues analysis can monitor “phishing” complaints so a bank can make necessary changes to their websites and email protocols to protect customers from fraud. In these cases, the potential risk to your customers and your brand qualifies it as an Emerging Issue. Therefore, certain themes should be assigned a degree of risk, so that comment volume is not the only factor.
- Strategic opportunity is another type of Emerging Issue a company can identify and track. Internal customer feedback and social media both provide a wealth of information for banks and credit unions about their competitors and their products. Companies can monitor this data to determine the moment their competitors are doing something right so they can emulate it. Conversely, when competitors misstep, a business can capitalize on the opportunity immediately.
How to implement an Emerging Issues analysis
Like a well-managed Voice of the Customer program, an effective Emerging Issues analysis relies on a combination of text analytics and business intelligence.
- The quantitative aspect looks like this: Text analysis uses natural language processing software to “read” through thousands or even millions of comments, and then categorizes comments based on their content. A strong VoC program should invest sufficient time and resources into refining this categorization for accuracy. Text analysis can then be used to determine the total number of comments referencing each theme. Once the average number of comments on each theme is established, the software can look for significant deviations.
- The qualitative aspect of Emerging Issues analysis relies on business intelligence. A good analyst who understands the bank’s business as well as the customer experience is needed to interpret the data. Analysts should initially help design the analysis by using their financial services knowledge to refine the categorization scheme. They should also assign weights to categories based on severity, or to issues of strategic importance to the organization. Then, they can interpret the analysis by separating the noise from the true insights, and by digging deeper when necessary.
- The final piece of this analysis involves taking swift and decisive action based on the results. An effective Voice of the Customer program should be aligned with partners to implement changes. The whole point of Emerging Issues is to nip problems in the bud before they snowball out of control.
Start the analysis now!
Analyzing Emerging Issues on a regular basis allows you to:
- Address customer experience issues proactively
- Fix service breaks before they become systemic
- Protect your brand from negative perception
- Mitigate your exposure to legal and security risks
- Stop attrition before it happens
Given all these benefits, why not start today?
By Shaw Taylor on December 21st, 2011
Where we are in 2011
 Social media is providing retail banking with a highly valuable opportunity as millions of consumers are engaging on numerous public forums. Ponder these stats for a moment:
- 1,000,000+ RSVPs in 2011 for events promoted through LinkedIn, a professional social network. (Source: LinkedIn)
- 81% of small businesses now use social media, up from 73% in early 2011. (Source: Constant Contact)
- 66% of U.S. adults use social media platforms such as Facebook, Twitter, and LinkedIn. (Source: Pew Internet)
- 2,400 advertising partners for Twitter, up from 600 in June 2011. (Source: Twitter)
- 53% of young adults ages 18-29 go online for no particular reason on any given day. (Source: Pew Internet)
- 42.6 billion videos were viewed by the U.S. Internet audience in October 2011, an all-time high. (Source: comScore)
More and more, consumers expect businesses to listen, engage, and provide personal attention through social networks. Banks and credit unions have begun to adopt these practices to win new customers and deepen existing relationships.
How did you do in 2011?
As the year comes to a close, how did your social media efforts move forward in 2011? Did you start a Twitter account? Have you managed to run a successful community campaign on Facebook that raised brand awareness and attracted new fans? Maybe you’re more advanced and are beginning to measure your success by aligning social media to your core business objectives. Whatever the case, congratulations!
Plan to align social media with key banking objectives in 2012
In 2012, we’ll continue to see banks and other financial services institutions use social media to accelerate three key business objectives:
- Customer acquisition: Engaging brand advocates and promoting interactive campaigns to acquire new customers and increase loan portfolios.
- Community engagement: Building strong customer relationships through encouraging member participation and demonstrating local support.
- Customer service: Providing prompt, personal attention for questions or complaints.
6 key trends to expect in 2012
- Engagement will be the Key Performance Indicator to manage. Organizations will increase focus on how, when, and how often they engage customers in social media to understand what works best to meet business goals.
- Analytics to monitor and measure progress will grow in importance. To realize ROI in social media, organizations need to effectively track social commentary about their business, and define benchmarks for success.
- Filtering out the noise will prove increasingly important to ROI. As the raw volume of social media data continues to rise, powerful tools will be essential for targeting key issues, trends in sentiment, and emerging issues.
- Location based services will evolve and offer new opportunities. Savvy financial institutions can engage customers at the branch and, when appropriate, drive those conversations online to continue the dialog.
- Tracking competitors in social media will fuel marketing strategy. More organizations will analyze social media campaigns of competing businesses to identify best practices (and pitfalls to avoid) for their own business.
- Enterprise-wide social media initiatives will gain momentum. To grow the business, enterprises will increasingly see the value in leveraging online networks to accelerate customer service, strengthen relationships, and build community for the brand.
Social media is quickly evolving into a mainstream requirement for many businesses as consumers increase their expectations about online engagement. In 2012, we’ll likely see a surge in banks and credit unions leveraging social networks to improve the customer experience, strengthen loyalty, and attract new business.
We hope you’ll be one of them ~ much success to you in 2012!
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By Nina Katz on November 18th, 2011
Insights from analyzing posts on American Express’ Facebook Wall
Build it and they will come. But is this true for fan pages? To find out about strategies to maximize engagement, we analyzed posts on the American Express Facebook Wall.
Fan pages are all about engagement and the way you use your page is critical to its success. The tactical goal is to quickly move through a 3-stage process: building your fan base, getting them to read your posts, and motivating them to actively participate in the conversation.
Our approach – applying social media data mining to American Express
Company fan pages offer opportunities for analysis as they tend to have more liberal privacy settings, including access to comments on posts and “Like” counts.
Our approach was to analyze posts and compare responses from the corporate American Express Facebook Wall. We looked at 5,288 comments to posts over two months and then compared the posts to find which ones got the most people engaged. To measure engagement, we noted the number of comments per day and the number of likes per post. We used both measures, although “liking” a post is a passive response, while commenting on a post or writing on a company’s wall are actions of an active fan.
What we found
The post that received the highest number of comments per day and likes per day invited customers to share their weekend plans.
It’s easy for people to fill in the blank and describing their weekend is fun to do. As long as the topic is of interest, fill in the blank, true/false, and multiple choice questions/statements could all be effective ways to drive engagement on Facebook fan pages.
 Two other highly engaging posts on the Amex Facebook Wall succeeded due to the topics – summer vacation and favorite memories – which were cleverly tied to the product, the American Express card.
A different type of fan page post proved engaging too… one that appealed to people’s aspirations and the “self” they want to portray online. Disaster relief, community activities, other fund raisers, and travel can be engaging for similar reasons.
Key takeaways
Fan pages are about creating engagement. Learning from our insights about American Express, you are likely to create engagement when you:
- Make it easy for people by using “fill-in-the-blank,”
multiple choice, true/false, or any other quick way to respond.
- Address what people care about, such as an adventure or
exciting event. For example, “I’m taking my Amex Card to ___________ with _________.”
- Allow people to “show off” the exciting or significant things they’ve done.
For example, “What summer memories did your Amex Card make possible?”
- Appeal to people’s aspirational self through a charitable cause or community event.
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