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REAL-TIME CRISIS MANAGEMENT: ENGAGE AND RESPOND

TAKE CONTROL OF THE CRISIS

Don’t watch a crisis unfold, use customer experience management to take control of the situation. Analyze all data sources – social media, digital, customer care and others to identify where the problems lie and take action, responding with a targeted, needle-moving message. Understanding the universe of data and context of feedback around the issue is powerful. And speaking from an informed point of view offers support for your “side of the story” and makes you confident in your messaging.

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KNOW WHERE, WHEN, AND HOW TO RESPOND TO THE CRISIS

During a crisis, the noise from all the different customer engagement channels, particularly social media, can be deafening. Customer experience analytics lets you quickly pinpoint channels with the most conversation volume, and understand which channel is driving the most negative feedback. Beyond that – it gives you insights around how best to engage.

Without NetBase insights we wouldn’t have known our campaign strategy needed to be adjusted. Changing our approach to maximize our campaign brought home the win for our artist, resulted in a 20% increase in record sales, and forever changed how we look at our marketing campaigns.

Tony Grotticelli

Director of Digital Development & Analytics, Universal Music Group


BE QUICK TO ACT AND CONTROL THE CHAOS

Be quick to act on your own channel, and on other channels. Integrate your customer experience analytics data with your enterprise engagement and publishing platform to create a seamless and efficient workflow to control the conversations about your brand and manage the chaos around a crisis.

RESPOND TO NEGATIVE FEEDBACK AND ENGAGE WITH ADVOCATES

Use customer experience management to identify the source of the negative feedback and understand what is driving that negativity before you respond. Through social media analytics, you can use influencers to your advantage. Find your most passionate brand advocates and give them a platform to promote your message. And then amplify it.

DEVELOP A REPEATABLE FRAMEWORK

Develop a repeatable framework and process for handling future events. Identify areas of success and opportunities for improvement. And systematize it.