Software and technology services company SDL has launched a social Customer Commitment Framework to bridge the gap between customer experience management initiatives and performance metrics.
The solution is designed to turn social media conversations into data insights for sales, marketing, customer service, and the C-suite by working alongside the SDL SM2 social media monitoring solution. According to Dave Clark, SDL's vice president of marketing, the framework allows companies to model their own performance and predict future purchase or loyalty-driven behaviors, as well as that of their competitors.
The Customer Commitment Framework runs a patented set of metrics that assign scores to measure product commitment, brand commitment, and customer relevance, which are linked statistically to other metrics, such as Net Promoter Score. Using the SDL Customer Commitment Dashboard, businesses have access to predictive diagnostic tools and real-time views of product, brand, and customer commitment scores.
SDL, which provides a host of other products and solutions that can enable data-driven communications through SDL Customer Analytics, or merchandising and marketing optimization for e-commerce sites through SDL Fredhopper, can power a more "predictive commerce" environment by coupling social data insights within the Customer Commitment Framework with marketing communications and retargeting.
According to Clark, the SDL Customer Commitment Framework not only measures standard customer sentiment, but instead looks at variables of sentiment, such as what content a customer shared and what scale it achieved, and what authority and influence the sharer has.