Comcastic Reviews on Twitter, Consumerist and Pissed Consumer

Posted on October 21, 2008. Filed under: Customer Insight Portal | Tags: , , , |

Comcast made a renewed commitment to customer service and quality earlier this year. There is no doubt that Comcast is working hard with the launch of Frank Eliason’s customer service team. Through their efforts, the team has made great strides in helping to quell customer dissatisfaction and to end sites such as ComcastMustDie.com.

While there’s no doubt Comcast’s social media efforts are making inroads in handling customer service complaints, analyzing three Web sites – Twitter, Consumerist and Pissed Consumer – gives insight into the current Comcast customer pulse. For Consumerist and Pissed Consumer, Leximancer analyzed data for the last six weeks and for Twitter analyzed data for the last five days. The immense amount of data available in such a short time made us appreciate how much information Frank’s team is currently dealing with.

So what is current sentiment for according to these three sites?

Conceptual Map Analyzing Feedback on Comcast for Twitter, Pissed Consumer and Consumerist

Conceptual Map Analyzing Feedback on Comcast for Twitter, Pissed Consumer and Consumerist

As Comcast, the first disconcerting themes are sucks and Comcast Sucks. For a company striving hard to improve its customer service and quality issues, these raise red flags that they have more work to do. The Customer Insight Portal allows users to drill down into specific feedback helping detect the root cause of why Comcast customers are communicating such negative sentiment.

Feedback included:

“The last one somewhere in India asked me once again to turn on my TV to check for a signal, when I said i would not do It as I have no signal he was confused and said “But sir we must follow procedure.” I asked him to enter into his computer that Comcast procedure sucks, and thanked him for his time at a very high decibel level.”
“We can just chalk this up to reason # 14,865,739,547,883,953,001 why Comcast sucks (sic).”

“comcast sucks. . don’t become a customer.”

“I have comcast, It sucks pretty bad, I have to reset my router every week”
“Comcast – specifically Comcast in Philadelphia, is the worst run company I have encountered.”

Comcastcares Shows Up Prominently

Comcastcares Shows Up Prominently

Since The Customer Insight Portal allows you to tag your sources of data, you can see the files Comcast Pissed Consumer, Twitter and Consumerist. On the plus side for Comcast, note how “comcastcares,” the official Comcast Twitter account, shows up as a theme close to the Twitter file showing that Frank and his team are frequently helping to address concerns on Twitter. The term comcastshares shows up 169 times, which is a significant number showing how frequently the official account is being addressed.

Pathway Analysis Showing Correlation Between Comcast, Issue and Service

Pathway Analysis Showing Correlation Between Comcast, Issue and Service

Another concerning theme is issues. Using Pathway analysis, The Customer Insight Portal shows that issue most customers have with Comcast is service. This creates actionable customer insight for Comcast, which is that service is an area where Comcast can focus to gain improved customer relations.

This is only a glimpse at the data available on what customers think of Comcast for a small time period. In two months, we’ll examine the same three sources and compare responses to see if there is an improvement in feedback. Thankfully, The Customer Insight Portal delivers analysis in minutes, so the ability to compare Q3 and Q4 opinion will be straight-forward.

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Getting to the Root of Feedback on American Eagle’s Facebook Page

Posted on September 26, 2008. Filed under: Customer Insight Portal | Tags: , , , , |

Marketers can be prone to jumping onto the latest marketing craze, especially when it comes to the world of social media. However, once marketers join a social media site on behalf of their company, their creation often lies stagnant, as they don’t know what to do with it. Take Facebook, a site with more than 100 million active users, where marketers often slap up a corporate fan site, but don’t do anything to make it more interactive or meaningful to its official fans.

For example, the American Eagle Outfitters fan page has 101,851 fans, but is American Eagle taking advantage of everything their fans are telling them? For example, the thread  “The only thing I don’t like about American Eagle Outfitters…” American Eagle’s marketing department should be listening closely to the 101,851 teens and young adults willing to publicly claim themselves as a fan of its brand and serves as brand enthusiasts.

Conceptual Map of American Eagle Thread on Facebook

Conceptual Map of American Eagle Thread on Facebook

Using The Customer Insight Portal to analyze the thread and get to the root of discontent for the brand enthusiast has some intriguing results.

The Themes Price and Expensive Overlap

The Themes Price and Expensive Overlap

The first eye-catching item to note is how closely the themes price and expensive overlap.  This gives American Eagle its first opportunity to create actionable customer insight, as it can help educate its fans regarding its All-Access Pass. The All-Access Pass is a unique loyalty program giving credits on everything consumers buy at AE stores and AE.com that customers can spend every three months.  In addition, they can create special offers or discounts for their Facebook fans.

Pathway Analysis Showing Correlation Between Fit and Jeans

Pathway Analysis Showing Correlation Between Fit and Jeans

Diving further into the American Eagle feedback using The Customer Insight Portal, we can see that there is a direct correlation between jeans and fit.

While the themes created by The Customer Insight Portal give a visual first impression of the feedback, the system lets marketers see specific evidence so they can take action. What’s more, marketers don’t have to spend hours clicking through posts to find quotations or the thread where a comment may have occurred. Like the fit of the jeans, we show not all of the feedback is flattering.

I love AE and the only problem that I can find with them is that the jeans
are a little too low cut, like everytime I wear them people are always
saying ‘pull up your pants’ or ‘get a pair of jeans that fit you’. I keep
trying a size bigger but it doesn’t really solve the problem.

Yeah, it seems like the jeans are the big problem.  I have a really
pronounced hourglass figure, so the jeans will fit perfectly all the way up
to the waist, and then they just hang off, and even with a belt I have a
hard time getting them snug.

However, AE still has jean enthusiasts as well:

They’re the only brand of jeans that fit me everywhere and look good.

Themes of Love and American Eagle Overlapping

Themes of Love and American Eagle Overlapping

The AE (the American Eagle) theme overlaps with the theme of love, which wouldn’t be intriguing on a Facebook fan page except the feedback was collected from a thread about what fans didn’t like about American Eagle. This speaks to the level of loyalty from its fans. However, the theme hate, which also shows up as a concept, is linked to key concepts including fitting, sizes, clothes and prices. These seem to provide the major themes AE brand enthusiasts dislike about the retail stores.

After conducting this analysis by using The Customer Insight Portal, the American Eagle marketer is now armed with some unique insight into creating special offers. What’s more is The Customer Insight Portal allows marketers to really dig into the text unlike Facebook’s proprietary search service, Lexicon.

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