5 Audience Insights We Discovered in Minutes Using Ready to Use Social Panels
By Mercedes Lois BullMar 17
How connected is your organization to its customers?
Published January 30th 2020
Customer experience ought to be a key priority for every brand. Not only can poor customer experience put customers off – it can also lead to detractors who discourage potential new business and reduced retention.
And some brands rise above the rest, creating wonderfully positive experiences that customers go on to praise publicly.
In our recent Customer Experience Report we studied the industries and brands that generate the most positivity online, analyzing 200 million public social media mentions around 600+ brands. For brands to make the list, they had to have a high % of positive mentions from customers and at least 100k positive mentions in the six month period we studied.
Here are the top brands:
Among Dove’s positive mentions, we found people supporting their Self Esteem Project, as well as hashtags like #selfcare and people talking about body confidence. Dove has long been known for their campaigns in these areas.
And, of course, we also found a lot of people loving their products and talking about their nourishing qualities.
My purchase in the #boxingdaysales. Constantly washing my hands had made them dry and irritated so I got this. Can I say @Dove this smells heavenly. (NOT a paid promotion)— Anas Nasir (@underthe_scope) December 29, 2019
📸: Dove hand moisturiser feat. Biochemistry analyser because it looks cool compared to the others. pic.twitter.com/FoIuYlgVge
Dove goes to show that a brand can wow customers with more than quality products – mission and purpose are also important.
This famous luxury fashion brand is making lots of people happy.
Bags and purses were among the most positively talked about topics, while celebrities performing at Chanel events also drove positive conversation around the brand.
Interestingly, a lot of the conversation around Chanel is aspirational – talking about intending to buy products as opposed to actually owning them.
Wendy’s is known for its social media prowess, but we’re not hear to talk about the brand’s epic banter.
Instead, we’re looking at positive conversation from consumers – and nuggets seem to be leading the way.
The one and only car brand in the top 10, Kia, has been delighting consumers recently.
We found a lot of positive conversation about Kia dealerships as well as vehicles.
Gamestop is next on our list.
One interesting theme in positive conversation was people identifying with or talking nicely about Gamestop staff.
Front line employees, especially in physical stores, are a huge part of what makes for a positive customer experience.
We found a lot of positive conversation around Dior bags, and people are very vocal about their opinions, recommendations, and requests.
There’s so much a brand can learn about consumer preferences from studying mentions like these, from budget to occasions to competing options around purchases.
“So I decided to get the Dior saddle bag I love and I honestly think it’s the most beautiful bag in my budding collection. I have about $5K left of my birthday budget and need help! I really want jewelry but the jewelry/watches I want exceed 5K. So I’m thinking maybe another Chanel bag. Either another Boy bag or the classic flap. If not, back to the Dior store for a Lady Dior! Always wanted that bag!” – Tumblr user
Number four is Four Seasons Hotels, which seems to have made lots of people happy recently.
When it comes to hotels, people are happy to share praise for staff and positive experiences online, which makes creating excellent customer experiences all the more important for guests.
We analyzed over 200 million online conversations and surveyed thousands of people worldwide to find out which brands and industries offer best-in-class customer experiences.