What satisfies your customer?

by Urs E. Gattiker on 2012/01/15 · 35 comments 13,745 views

in a dos and don'ts,social media diary

Have you joined HSBC and IBM in using sentiment analysis? We discuss people’s 4 biggest mistakes.

Some time ago, I posted Sentiment analysis for online content: Honest?, and moderated a discussion about it in our Xing Social Media Monitoring group. This is another update in our 2012 marketing trend series.

1. Mother tongue – what mother tongue?

The biggest challenge for marketers is that people’s mother tongue is increasingly something other than the locally spoken language, and people also increasingly learn English as a second or third language to facilitate communication across borders. This means that at least 80 percent of those who read your English sales brochure have a different first language.

Accordingly, many of your readers may not be very familiar with the language, so they may fail to understand the nuances and complexities in the user guidelines you offer for your product (see Don’t forget the language factor).

In short: Your sentiment analysis software does not understand your local slang – and neither do many of your customers, trust me.

2. Humor and irony fall flat

Besides the innuendo I may fail to comprehend, humor tends to travel not at all.

One reason may be that we lack comprehension, plus, innuendos and black humor may even upset some people. What makes your British readers smile, may trigger a yawn from a Canadian or cause misunderstanding and upset a non-native speaker.

In short: Your sentiment analysis software cannot account for humour or irony when analyzing the meaning of text.

3. Risqué marketing

Click on image to view more - this is the least racy picture I found - Sex and caskets make for a more lively coffin market.Risqué marketing can certainly lift your profile, but beware.

Sex is how we got here and death is how we will leave, but these two facts of life are rarely comfortable together, especially not in countries like Poland and Italy, where the Catholic Church strongly influences public life.

Nevertheless, that has not stopped Polish coffin maker Lindner from copying their Italian counterpart CofaniFunebri‘s use of scantily clad models to advertise coffins (see 2012 version).

And yes, watching a Lindner video on YouTube is most certainly less interesting for many men than viewing the company’s calendar. For those who do not believe me, numbers do not lie: Lindner’s professional two-minute video about how it manufactures coffins has only 569 views after over 2.5 years, while millions viewed the images on both companies’ websites. Many also purchased the calendars, certainly helping to build brand recognition with male consumers across Europe.

YouTube Preview Image

Whatever we think, it appears that the male species likes to watch images of beautiful women. Remember Cebu Pacific Air’s dancing flight attendants? Just before its initial public offering, Cebu made a video about dancing flight attendants giving safety instructions that grabbed over 10 million views. A male version soon followed, but its 45,000 views seem paltry in comparison (see below).

YouTube Preview Image

Unfortunately, sentiment analysis fails to see these things in context. When I wrote a blog post entitled, Sex, Lies and Infographics, I was surprised to have the software on the hotel guest PC I was using prevent me from accessing the page – inappropriate content. I am pretty sure this blog post will also be blocked, because it uses the word sex.

In short: Your sentiment analysis software cannot distinguish between risqué marketing and porn or sexually inappropriate content.

4. Dishonest marketing: Tell me why

Click on image to visit - The 'first direct live' site has six widgets; 1 shows comments left on the site by users - see image here - another has live words about the bank retrieved from around the web.In Why Sentiment Doesn’t Matter – If You Don’t Know Why, the author’s basic message is that sentiment does not matter without knowing the reason behind it. I fully agree. Looking at HSBC subsidiary first direct’s website indicates things are even worse.

Tracking customers’ online views and opinions is wonderful, but using single positive or negative words (see right) to suggest we like or dislike something is ludicrous, or what I would call dishonest marketing.

The friendly support guy from the savings bank showed us why support and technical support are two different things.

Since the above sentence uses all the positive words as listed, except for ‘plus’, does that make it a positive statement?

Of course, if people are dissatisfied with my service I want to know why. Is it

a) the free coffee for those waiting in line is no longer available, or
b) the increased monthly account charges are too high?

In short: Your sentiment analysis software will do most of what you ask it to do. Nonetheless, without knowing why your clients said great things about your brand or product, how are you supposed to improve?

Article source – What satisfies your customer?

If you want to stay abreast of the latest trends and figure out how to make them work for you, join our 5,000+ subscribers.

Bottom line

Image - tweet by @ComMetrics | #Metrics #data: it's always important to remember that an absence of evidence is not evidence of absence | #quote #socialmediaSocial media monitoring can be used to determine how often a company is mentioned, but to help you improve, sentiment analysis must go beyond this.

Online views about your products’ performance as experienced by clients are important. Most companies will try to collect this information to ensure that future releases include these suggestions for improvement.

We agree with this marketing trend, but always remember:

  1. Focus on the why: If you use sentiment analysis, take the time and make the effort to understand the context, such as what sexy means in ‘sleek and sexy design’.
  2. Forget navel gazing metrics: In itself, having only 10 comments compared to your client’s 222 does not mean you are doing badly – you must analyze these comments to understand whether they represent engagement or just opinions.

More resources on this topic
ComMetrics - benchmark your social media efforts - use the tools that help Nike, Coca-Cola and Daimler IMPROVE.

Kommboutique – Why Twitter is not Facebook is not LinkedIn… and how to use them right for business!
Claudia Thomas – Test & Tutorial ‘Google Alerts’ and Test & Tutorial ‘Social Mention’
ComMetrics weekly review – sentiment analysis in social media
ComMetrics weekly review: IBM to SPSS and stats in social media
ComMetrics – Using semantic analysis to identify smear tactics on Twitter
Goldbach Interactive – Best Performer Tools in Social-Media-Monitoring: Report 2011

Start here to learn how to walk the walk and measure for impact – it’s the quickest way to empower change.

Tip: Search for ComMetrics and CyTRAP sources on sentiment analysis, KPI, strategy and reputation management (click to query).

Please share your thoughts with a comment below!

@ComMetrics 2012 marketing trendwatch: What satisfies your customer? | Tweet This

  • http://twitter.com/wefdavos/status/158451422009110529 World Economic Forum

    #tips2follow – What satisfies your customer?: Should you use sentiment analysis? If yes, what a… http://t.co/shCK2HkR – #metrics2watch

  • http://twitter.com/cytrap/status/158451828814647297 CyTRAP

    frisch gebloggt: "@CyTRAP – #Marketing #Trend: Was heisst ein zufriedener #Kunde?" http://t.co/wXJw2yX1

  • http://twitter.com/naijand/status/158455803190329345 Naijand Inc

    @.commetrics: What customer satisfaction? – marketing trend http://t.co/X2d2EJm6 http://t.co/aYkAskpG

  • http://twitter.com/birdbathbuzz/status/158464993904427008 Chris Isaac

    What satisfies your customer? http://t.co/p9AGdL9C

  • http://twitter.com/commetrics/status/158467587787853824 Urs E. Gattiker

    2012 #marketing #trendwatch @ComMetrics: What satisfies your customer? http://t.co/SHvzYK6d

  • http://twitter.com/wszsocial/status/158471098617446401 wanszezit

    What satisfies your customer? http://t.co/hMYfrgC3

  • http://twitter.com/socialpuma/status/158475754223583232 Adam Puma

    What satisfies your customer?: Should you use sentiment analysis? If yes, what are the biggest mistakes you want… http://t.co/dkVfcUG5

  • http://twitter.com/na_tha_lie_/status/158475758732447744 Nathalie Matar

    What satisfies your customer?: Should you use sentiment analysis? If yes, what are the biggest mistakes you want… http://t.co/RMzVSBYM

  • http://twitter.com/kushalshah02/status/158475761060290560 Kushal Shah

    What satisfies your customer?: Should you use sentiment analysis? If yes, what are the biggest mistakes you want… http://t.co/bRxXP8zA

  • http://twitter.com/policiadetwit/status/158475759558737920 policia redes social

    What satisfies your customer?: Should you use sentiment analysis? If yes, what are the biggest mistakes you want… http://t.co/s53lbAKm

  • http://twitter.com/ninetyten/status/158475762184368130 NINETYTEN

    NinetyTen What satisfies your customer?: Should you use sentiment analysis? If yes, what are the biggest mistake… http://t.co/mOX5d8vU

  • http://twitter.com/web2updates/status/158475760569561088 Web 2.0 Updates

    What satisfies your customer? http://t.co/1FUXhslz

  • http://twitter.com/socialgorila/status/158475767234310144 GorilaGaring

    #SocialMediaToday What satisfies your customer? http://t.co/57hyDbWB

  • http://twitter.com/mandatek/status/158475765120385024 The Mandatek Crew

    What satisfies your customer?: Should you use sentiment analysis? If yes, what are the biggest mistakes you… http://t.co/Coya4BaR #ssm

  • http://twitter.com/gurneelink/status/158482907281899521 Linked Local Gurnee

    Fred McMurray shared a link (http://t.co/Fgvhk1DA): Fred McMurray

    Should you use sent… http://t.co/jXCMIMwT #LLN #NEWS

  • Roberto Salazar

    Hey Urs @ComMetrics:twitter 

    Great material. I love the HSBC example…. First Direct is overdoing it a bit I would say.  
    Thanks for sharing.

    • http://howto.drkpi.ch/bang/storytelling/ Urs E. Gattiker

      Thanks Roberto for your feedback.

      Hope you will visit again soon. What we have done in some cases is follow-up with people that have left comments – positive or negative.  It takes a bit of work but talking to the person face-to-face, via Google Talk or on the phone often reveals some interesting additional stuff.

      Talking to each other also reduces the chances for having a misunderstanding :-)
      Have a great day and thank you.

  • http://twitter.com/miss_yvonne/status/158492141792919552 Yvonne Wang

    What satisfies your customer? http://t.co/Z4t3RuLO

  • http://twitter.com/proign/status/158507411710291970 Proign

    What satisfies your customer? http://t.co/Femr5ZoI

  • http://twitter.com/data_nerd Carla Gentry CSPO

    Good read Urs, I think it’s interesting how articles are received via different countries. I never really thought about slang until the article I wrote for you on how social media is similar to TV commercials from 60 years ago (measuring the new and unknown). From a US perspective, it is difficult for us to give up our “can’t” and “don’t” – language we are comfortable with in general but agree that marketing is global now and we must think globally. Good Advice!

    Thank :o)

    • http://howto.drkpi.ch/bang/storytelling/ Urs E. Gattiker

      Dear @twitter-119802433:disqus 

      Thanks for commenting.  Yes US slang is one thing …. as long as it is not Valley Talk we might be okay :-)

      I also like your comment you made elsewhere it is about:
      ===>  difference between a data scientist and a data analyst

      Hence, if we use sentiment analysis it has to make sense and provide us with more insights and understanding than we had before we started.  Collecting data just for the sake of collecting …. or until it comes out of our ears is a waste of time.
      Instead, shop, cook a great meal for your friends and ask them for advice…. better than doing sentiment analysis the wrong way.

      Carla, thanks so much for sharing.

  • http://twitter.com/swissdat/status/158682042874339328 Michael Kaschesky

    What satisfies your customer? » Summary, HSBC, IBM, sentiment … http://t.co/nY5UTy5Y

  • http://twitter.com/juliaserafina/status/158745228004691968 Julia Serafina

    RT @ComMetrics: What satisfies your customer? #ComMetrics http://t.co/FWtCQrTn

  • http://twitter.com/neenz/status/158787225872646147 L.P. NEENZ FALEAFINE

    #socialmedia What satisfies your customer? http://t.co/l9iZhjCC

  • http://twitter.com/buzztalktoday/status/158922262563655680 Buzztalk Magazine

    What satisfies your customer? http://t.co/b3DraSUd

  • http://twitter.com/crealider/status/159926849915465729 crealider

    Algunas consideraciones a tener en cuenta para tu estrategia relacionada con sentimientos. http://t.co/rmVtv1Mh

  • http://twitter.com/aje_navarra/status/159945321957437440 AJE Navarra

    Algunas consideraciones a tener en cuenta para tu estrategia relacionada con sentimientos. http://t.co/rmVtv1Mh

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  • http://twitter.com/jicenoz/status/160636516547297280 Jose Ignacio Cenoz

    ¿Puede el sexo vender ataúdes? Algunas empresas del ramo lo creen y lo hacen. http://t.co/30CBhsBV

  • Pingback: #sermaseninternet » La sensibilidad en la información. Cuida tu contenido.

  • http://twitter.com/hi_blueeyed/status/162864177944334336 BlueEyed Digital

    What really makes your social customer happy? http://t.co/doKKSrSX

  • http://twitter.com/iprabhs/status/162865352433352704 Prabh Singh

    What really makes your social customer happy? http://t.co/doKKSrSX

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