How to Make Your Brand Socially Intelligent
After looking deeply at its unstructured data online, however, Nando's discovered that although a lot of the comments included a mention of the long lines, many were also followed by sentiments like, "The new Coke machine was so cool" or "it was worth the wait" or "you have to come here and check this out!" Management realized that with a few minor operational changes — e.g., giving water bottles to those waiting to use the machine for water — it could decrease the line and maintain what had become a great opportunity from a branding standpoint. Without examining the nuanced data, however, it likely would have given up on the machines and lost a unique component of its dining experience, as well as potential guests.
3. Communicate: Forrester Research reports that although 95 percent of organizations collect customer feedback, only 5 percent close the loop by making customers aware of the changes that resulted from their feedback. Make sure customers know that you're not just listening, but actually doing something with their feedback.
The team at Nando's lives and breathes this philosophy. It responds to every single customer that posts a review, whether it's positive or negative, to let them know they appreciate the feedback. In cases where a guest expresses dissatisfaction with an aspect of his or her experience, a manager will reach out with an apology and explain how they're addressing the issue. In many cases, that gesture alone is enough to make the guest revise their original review to a higher mark.
The other important aspect of communicating for brand intelligence is to share data across your organization. Social media isn't just for marketers anymore. The smartest thing executives can do is flag key trends in their feedback and share them with the rest of the business to inform everything from their growth strategy to their operations, sales, staff training and supply chain.