Experience Design Strategy: An interview with Troy Janisch on how to use social media intelligence to improve customer and user experience.
This episode of the Experience Design Strategy podcast is an interview with Troy Janisch. Troy has a substantial career in digital marketing and social media listening. Here are a few notes from our conversation.
For listening professionals, social media has changed from more of a reputation monitoring role to an intelligence role that provides an opportunity to create a real-time voice of the customer and positively impact user and customer experience. Social media listening helps the organization understand what customers think about products and services while also providing actionable insights on competitors and the industry.
Troy discussed a recent example where they were able to monitor in real-time the feedback on a new banking app. By rolling it out to 1% of their customers, they could gather insights from social listening and review sites, then fix issues before they were experienced by the rest of the app users. And, they were able to gather dozens of potential feature ideas that should help them continue to tune and improve the app. They have moved from using focus groups and surveys to an almost real-time voice of the customer by adopting social media and review site listening.
Their approach to reporting has moved from monthly reporting to a multi-channel dashboard with data from multiple sources.
We discussed privacy and how social media platforms are changing over time. Troy discussed the future of using Blockchain as a way to provide people with even more privacy and security.
Troy shared how they identify segments and are able to follow customers through a multi-channel customer journey by applying multi-touch attribution. In this way, they can better understand a customer’s needs online, in social media, and in physical spaces like bank branches.
Troy’s advice to stay up to date:
- Learn to code. Even a basic understanding of programming can make you a better marketer. Pick a topic like matching learning, data analytics, or multi-channel reporting and embrace it.
- Learn data analytics and statistics. “Every marketer can be good at statistics.”
- Learn to measure and benchmark attributes like kindness and trustworthiness.
If you want to learn more from Troy or contact him, head to his blog SocialMeteor
Some of the tools Troy mentioned are: