A nice verbal identity - what's its hard commercial value?

Post on 18-Dec-2014

426 views 2 download

description

In the digital world, successful customer engagement depends on effective language. But how do you measure it? What can you do to improve it? Chris West explains the role of a good verbal identity for a brand.

transcript

What’s the hard commercial value

of a nice verbal identity?

In the digital world, language is the hinge of customer engagement.

Good news. In the digital world, we

can measure what customers make of a brand’s language…

What do customers make of your brand’s language?

1.ONSITE COPYANALYTICS

2.TEXT ANALYTICS

3.SOCIAL MEDIA ANALYSIS

What do customers make of your language?

1. “ONSITE COPYANALYTICS” – now that

we can measure progress through a site

(e.g. Tealeaf’s tools), we can see where

customers stumble. Are they packing

the cart but never checking out? It might

be a technical problem - or it might be

that the language on the site doesn’t give

them confidence about delivery. Or

perhaps earlier on, the language

undermined the credibility of the brand…

What do customers make of your language?

2.TEXT ANALYTICS – unstructured data

(free-form replies from customers, e.g.

contact-centre conversations, comments

on the bottom of a form) is about 5x as

big as structured data (which box was

ticked). The unstructured nature also

means it can reveal unexpected issues

and themes developing…if you can spot

them and value them.

What do customers make of your language?

3.SOCIAL MEDIA ANALYSIS – it’s not

about the 5,000 people your brand is

connected to. It’s about their 500,000

friends that they’re talking to. Who’s

most influential? What kind of language

do they use? What kind of language do

you use which motivates them? How do

you use language to spot potentially

valuable customers in your area?

How do you use language to convert

them?

If you know the value of a potential customer or you know the value of a

customer lost, then you know the value

of effective language.

An effective verbal identity identifies the

role of language in successful customer

engagement and makes the language of your

brand more successful.

How do we measure it?Copyanalytics, “before Vs. after” – improved

conversion rates, improved values across key

metrics.

Identifi cation of opportunities and

developing themes via text analytics – we

work with what the customer likes and the

client values

Growth of infl uence in social media– beyond

last-click valuation.

“We create language which creates value

for our clients.”