ANANTHA RAMACHANDRAN - Sr. Product Marketing Manager, Dynamics 365 for Marketing
With three billion users worldwide, enterprises of all sizes can no longer afford to ignore the sentiment of online conversations about their brand. The number of social media channels and social messaging platforms continues to grow in a mobile-first digital world, and many leaders are focusing on addressing the challenges of providing customer-focused teams with the tools and strategies they need to manage social media inquiries and drive social experiences. However, this is only a tiny aspect of what needs to be managed. It’s no longer just about what customers are saying — it’s their sentiment, tone, and also understanding what they’re searching for.
Avoiding the pitfalls of social solutions
The problem with many so-called social solutions is that when you focus too much on social scores and colorful graphs it’s easy to lose sight of what you set out to achieve. When automating sentiment, many will skip over the useful insights their customers are providing.
Another problem with sentiment analysis is that all too often, brands monitor for mentions of their brand online but don’t delve any deeper. Even the insights that have been captured are seldom shared across the entire organization which prevents you from learning lessons or taking action.
Henry Ford once famously said that you can’t build a reputation on what you’re going to do. In this new digital world, it’s equally as challenging to make your voice heard and build your reputation around what you actually do. Thankfully, actionable market insights into your brands, customers, and competitors are made much easier using artificial intelligence (AI).
Using Microsoft Dynamics 365 AI for Market Insights to build your brand
AI isn’t just another buzzword. It’s a tool that can help your teams make better decisions using market data. For example, Microsoft Dynamics 365 AI for Market Insights helps you improve customer relationships and build a brand with actionable web and social insights.
Enhancing the reputation of your products and services by engaging with influencers and sharing content makes it much easier to build your brand. For example, 80 percent of consumers are more likely to do business with a company that offers personalized experiences.
In a digital age where experiences have become more important than a product or service, it’s never been more critical to improve your social and web experience by enabling your organization with the right tools. With AI for Market Insights, we’ve simplified how organizations can monitor both brand sentiment and industry trends with sentiment analysis and web search data.
Users also have instant insights from pre-configured queries that can analyze the last 30 days of social media content and 15 months of web search trends. These tools also empower brands to enhance the reputation of their products and services by engaging with influencers and sharing content.
By using technology as a business enabler, your team can quickly identify social posts that require immediate attention and prevent a problem from being amplified in front of a global audience. The good news is that businesses who are stepping up to meet the rising expectations of their customers are being rewarded with higher customer retention rates and loyalty.
Alternatively, by not actively listening to online conversations about their brand, performing competitor analysis, or refusing to answer social communications promptly, enterprises could run the risk of sending their customers the wrong message and harming their brand, rather than building it.
Engage on any device and every channel
The days of sending a generic email from a do-not-reply email address are no longer fit for the digital age. Each of your customers is a unique individual with a personalized set of requirements. The brand of their smartphone, favorite social media channels, and preferred contact method from email, online chat, or even a messaging app are all critical factors.
Although each customer is different, modern consumers expect each channel to deliver the same customer experience. Every organization needs a tool that can manage omni-channel engagement to wow their customers and simplify the process for their team.
By listening, learning, and understanding precisely what your customers expect, your business can quickly turn a challenge into an opportunity. Empowering your organization to engage throughout every step of the customer journey is increasingly becoming a strategic imperative in raising the profile of your brand.
Analysts are using Microsoft Dynamics 365 AI for Market Insights to unlock the power of AI and gain invaluable insights for building their brand or creating social experiences. Here are a few examples:
- Learn how your organization is performing in the market by monitoring brand sentiment and industry trends with sentiment analysis and web search data.
- Instantly begin tracking relevant trends and phrases by getting historical insights from pre-configured queries that analyze up to the last 30 days of social media content and 15 months of web search trends.
- Enhance the reputation of your products and services by engaging with influencers and sharing content within the Social Center.
Building your brand and creating online experiences requires access to vastly improved digital tools. Search query and social analytics combined with sentiment analysis provide insights fit for a mobile-first digital age.
It’s never been more important to not only meet but exceed the expectations of your customers and build a direct relationship with them. Start the free public preview to see how Microsoft Dynamics 365 AI for Market Insights can help you improve customer relationships and build your brand with actionable web and social insights.