Research & Communication Lecture #7
In lecture#7 of the module we discussed the methods and importance of Social Mining, Text Analytics & Customer Journey Mapping. It is obvious to see that the popularity of social media is expanding, by then more and more people are willing to share their commons on different media platforms. The weightiness of social marketing and management are currently categorised as a dominant elements for many company.
Sentiment analysis — a contextual mining of text, which could be used to identify the user sentiment via communications, and would also be a great method for letting company and marketer to measure the customer & market voice on social networks. The method can often allow us to find out the customer attitude and their opinions for the brand/product.
Besides, the method of customer journey mapping depicted an idea on how to identify unique value propositions, observing customer behaviour and a measurement of measuring if the product/service fulfils the customer needs.
In order to practice using both methods, we have also done case studies on analysing and ioT product — Ambi Climate and measuring the brand’s customer behaviour by adopting texting mining and customer journey mapping methods.
Ambi Climate is a smart home gadget that utilises unique A.I. technology that detects, which also analyses multiple factors, and creates personalised comfort via auto adjusting user’s air conditioner. The purpose of the study is to define how people use the product and how do user from difference personas value A.I Features, Smart home features, Energy/Analytics, Convenience/usability of the product.
Our team has gone through most of the online channels of the product and tried to generate the text mining technique. By putting all of the negative, positive and neutral comments from SNS(Facebook, Instagtam), Youtube and Amazon pages, we received some important wordings and key terms. Wording such as Climate, Temperature, App, Setting, Home, AI, Technology…….helped us to come up with the persona of the product — Smart home expert.
We have also analysed the characteristics of the persona, and created a scenario that could help while doing the customer journey mapping in the next stage. Details of the persona as follow:
User Persona
Smart Home Guru
30–40 years old / Gadget purchased per year: >3 / Humidity sensitive / Young couple / Pet loverCharacteristics:
Smart home Expert / Reliability is key / Data conscious / Put comfort first / Major user of gadgets in the family / Family caringScenario:
Eason is an enthusiast about iot gadgets. He believes that embracing smart home technology can make his life a lot better. When it comes to gadget, he loves to play around, trying different ways to fit Smart Home products in his life, and see how gadget may improve his comfortness or benefit his family. He understands how things work and always eager to dive deeper, learning and hacking the gadgets. He buys a new gadget to resolve a problem he found and usually do a lot of researches before purchase.
Journey Map
The main idea is to visualise how the customer would react from the Discovery Stage -> Consideration ->Purchase->Daily Usage->Post Purchase Experience, and what is their emotional stratification with each step. By mapping out the journey of user interaction and action on each touch point, the brand may have a better understanding of the customer behavior and be conscious of what kind of importation is missing/needed in each stage. Nevertheless, it also helped to define what can improve the quality of product/service via different channels and studies on user personas.
Both adopted techniques can also help to identify keywords and key terms from user’s feedback, no matter if it is negative/positive/neutral, and defined the user’s pain point and gain point at the same time. It’s always a great way to let the brand know what affected the customer satisfaction and analyse the idea of the next batch advertising promotion.
