Friend request: Combining NPS and social sentiment paid SAP
By Leonie Brown, Experience Management Scientist, Qualtricsis simple: It turns the chaos and clutter of millions of unique customer opinions into a single, digestible number. It turns din into data by telling you what percentage of customers are likely, at a particular moment, to recommend your brand to others.
But the simplicity that NPS provides is also one of its greatest weaknesses. NPS surveys are future-focused; they aim to identify the people most likely to talk up—or bad-mouth—your brand, rather than the people who are already doing it. For insight into who’s actually talking about your brand , you need to measure social-media sentiment. It’s messier and harder to convert into a single, reliable score, but it’s also based on concrete, real-life examples of brand promotion and denigration. It seemingly leaves marketers with a tough choice: the clinical clarity of NPS scores versus the live-action nature of social sentiment. Social media sentiment analysis and NPS surveys may seem like different strategies to achieve the same goal, but they are quite different—shows the lack of alignment between NPS scores and social sentiment—and can complement each other quite well. For example, social comments often reflect individual moments along the customer journey that make an especially powerful positive or negative impression, whereas NPS results tend to elicit more balanced opinions from the reflective vantage of a finished journey. NPS surveys also help alert brands to certain customers or segments that are ripe for broader activation, whereas social media provides an opportunity for brands to insert themselves into existing conversations where customers are already sharing opinions at full force. The challenge is to find ways to fuse your NPS and social strategies into a, either on an individual level or by segment. This could enable you to see the likelihood that various would-be advocates actually go on to promote your brand, and open new opportunities for activation in segments where your NPS promoters seem under-engaged on the web. , and then to craft NPS follow-up questions that map to those particular initiatives . The insights can flow in both directions. Social media activity gives you instant insight into what your customers are talking about, and can help direct your more reactive NPS efforts. But NPS scores can also be useful to front-line social-media marketers if they reveal trends that might anticipate a coming shift in the conversation, or a difference in enthusiasm among segments. Instead of viewing social sentiment and NPS as rival tools used to discern customer sentiment, consider how they could work together. Forging a meaningful relationship between the two could pay big dividends for your brand. SAP is the world’s leading provider of business software – enterprise resource planning, business intelligence, and related applications and services that help companies...
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