New TNS Approach Combines Surveys, Social Media

TNS has announced the launch of Social TR*M, an approach which combines traditional surveys with social media analysis to give deeper insight into consumers' feelings about products and services.

Social Tr*M makes use of customer feedback on Twitter, Facebook, Instagram and other channels, and adds survey data to help clients develop strategies. For example, TNS said a pilot project for British Airways analysed 130,000 relevant online mentions of the airline in three months, and matched this with survey insights to map out the full customer experience from online booking to check-in, to in-flight service, to baggage reclaim at the final destination. Flight delays emerged as a big cause of negative buzz, but punctuality was not revealed as a major driver of customer loyalty. Nevertheless TNS suggested three areas of improvement relating to it: information about delays, flexibility in dealing with missed flights and compensation - leading to increased likelihood of recommending the airline.

Global Practice Lead, Customer Strategies Stefan Schmelcher comments: 'The nature of customer feedback in social media is dramatically changing. Many companies, however, are struggling to leverage this valuable information. With our new approach, we help companies to effectively analyse social media data to improve their Customer ROI'.

Web site: www.tnsglobal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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