SDL’s Social Intelligence division officially launched their new product, the Customer Commitment Framework that may change the way we measure customer experience and what brands can do with the insight to affect marketing across all channels.
The Customer Commitment Framework, or CCF, is a proprietary system developed as a new means for measuring customer commitment. Essentially it compiles real-time social data from a myriad of sources including Facebook, Twitter, Pinterest, YouTube, Instragram and others as well as blogs and online publications. Then it analyzes that data to measure level of commitment for a product, a brand and the overall relevancy for a company’s customers.
The data is pulled using SDL’s SM2 application analyzed using the Key Performance Indicators and then translated into a Brand Commitment Score or a Product Commitment Score.
Not only are scores created for a particular brand or produce. But the CCF maps a brand or product against its key competitors. The example below illustrates how this score is mapped against competitors BCS and PCS on a scatterplot made for the Financial Services industry:
We believe that the real value of the CCF is that it provides a new metric that can be updated in real-time, is relevant across all channels, social, digital and traditional. And it condenses big data down into an easily consumable score that can be used to influence and inform dynamic content and customer experiences in a way that lagging metrics like Net Promoter Scores can’t.
For more information, read Marissa Peacock’s article, Social Media, Big Data and the Customer Experience in CMSWire. It may very well be the future of social metrics.