Andrew Miller is an “OG” in the Unbounce community (his words). He is the co-founder of his own digital marketing agency, Workshop Digital, and has been in the marketing world for over a decade.
Marketers are held responsible for sales outcomes whether they like it or not. Use the tools at your disposal to understand and harness the true sales engine: customer emotion.
HOW TO: Use emotional data to improve your marketing campaigns and hit sales goals
Sentiment is graded on a scale from -1 to 1 (most unhappy to happiest), and magnitude (how strongly they feel that emotion) is graded from 0 to infinity. Multiply them together to get a single emotional score per customer experience.
If you used Google for storage and transcribing, easily integrate into their NLP →
IBM Watson also has a cool version, if you’re a little more tech-savvy →
Track call duration, ring duration, call status, etc. to identify which scripts and sales reps are performing well. Also pinpoint the ones that are doing poorly, and adjust accordingly.
Track and share analytics with your sales team to boost overall performance →
Create a FAQ sheet resolving top complaints, and sales content directly addressing competitive offers. Put it on your site so people can get that information before they even pick up the phone.
Emotional distribution follows a basic bell curve; focus on improving the lowest 30% →
Identify the warning signs that lead to negative online reviews, program your CRM to alert you when it sees that behavior, and make sure your manager contacts those users immediately.
Most CRM’s have some notification services, but here’s one specifically designed for it →
Positive & negative sentiment correlates to stronger emotions, meaning great experiences can turn customers into your biggest advocates and bad ones can make them vocal hitmen.
Generate a unique Google review link you can send straight to your happy customers →