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How Wireless Carriers Can Profit from Social Media Research

By Jordan Hanson  •  May 12, 2016


How Wireless Carriers Can Profit from Social Media Research

Posted by: Jordan Hanson on May 12, 2016

You're standing in the middle of a customer experience battleground.

Admit it -- you need a smartphone in today's age. Many consumers are finding out they do, too, but is brand loyalty what it still was in consumers' eyes?

The wireless marketplace is highly competitive, oversaturated, and wireless carriers across the US are faced with a dilemma: finding every advantage they can to survive the war for your pocket space.

Here are a few ways applying social media intelligence to wireless marketing efforts can help carriers increase their market share:

  1. Expand customers' average service bucket spend with detailed buyer personas.
  2. Improve customer service standards by understanding what drives both positive and negative customer experiences.
  3. Keep retail locations stocked up on what consumers want to buy.


Expand your customer's average service bucket spend with detailed buyer personas.

The old-school knowledge that brand fanatics remain loyal forever has been replaced with service ecosystems. The top two US carriers -- AT&T and Verizon -- continue to expand their offerings of services beyond simple wireless service. Why?

These companies know you're more likely to stay their customer when you have multiple, concurrent services with them -- that's part of the game.wireless-services-blurb.png

Increasing every customer's service bucket spend in this case is a double whammy in wireless: driving up associated revenue per user while also simultaneously increasing retention rates.

Wireless sales associates learn as much as possible about their clients -- their friends, family, hobbies, social interests, etc. -- in order to make a complete recommendation of their products and sell you into this ecosystem of services.

Social data can help with the research that makes this possible.


people source credit: (people: Nuclareactor / freepik)

Just imagine: if every representative understood their brand's representative set of buyer personas and could match age, gender, and social demographic data with these persona types' most-commonly associated interests or hobbies -- how many more products and bolt-on service packages might they sell?


Improve customer service standards by understanding what drives both positive and negative customer experiences.

Reality check: while many brands feel like they're engaging customers and providing a consistently-rewarding experience, many customers often report drastically different feedback.


Source: InMoment CX Trends Report 2016

Customer support from most brands often leaves consumers wanting more.

Despite 63% of consumers viewing 'feedback' as a positive engagement, 72% of brands ignore constructive criticism altogether because they perceive any feedback as negative feedback.

If this brand behavior sounds like yours -- or your client's -- STOP!
Take your customer feedback seriously.

Here are just a couple of suggestions to get you started:

  1. Respond! If your customers are providing feedback, they at least want to know you care about their opinions.
  2. Look at negative and positive topics most-frequently associated with your carrier, then drill into results to understand why they're positive or negative.
  3. List out common consumer pain points in their wireless experience -- customer support, perception of in-store teams, etc. Analyze each to understand what positive and negative emotions surface, then dig deeper to understand why.



Keep retail locations stocked up on what consumers want to buy.

Speaking from personal experience in the wireless industry -- there's nothing worse than having a buyer ready for product you can't get your hands on.

Wireless brands should expand device and accessory offerings to match their buyer persona data. Retail locations and sales reps don't just need inventory to be successful, they need options people actually want to buy, too.

Remember those consumer interests we talked about mapping for wireless buyer personas? Wireless brands can also use this data to capitalize on emerging device trends by monitoring what products people mention in social data.

For example, when we looked at wearable device preferences among different audience segments, consumers in different populations -- LGBT users, fitness enthusiasts, and the general population -- had nearly inverse preferences for smartwatches compared to fitness brands.


It is the carrier's responsibility to make sure in-store personnel are properly stocked and equipped with enough diversified products to sell their hearts out and, in turn, create customer experience advocates.


 Consumer insights for the wearable technology industry

Key Takeaways:

As consumers become increasingly interconnected with one another and harder for advertisers to track, the traditional buyer's journey has broken down -- taking the idea of the traditional purchase funnel with it.

The wireless market is also rapidly nearing its saturation point. In this post, I've outlined a few tips to help wireless carriers analyze consumer conversations to pinpoint advantages in attracting new customers and retaining existing ones.

Social media market research data can be used to help wireless carriers:

  1. Keep retail locations stocked up on the devices and accessories consumers crave.
  2. Improve customer service year-over-year by understanding key drivers behind both positive and negative customer experiences.
  3. Expand consumers' average service bucket spend with detailed buyer personas.


Social media intelligence tools offer a wide array of powerful, automated analysis techniques to explain how consumers feel and what they think by understanding what they say online.

Wireless carriers are just one side of the coin in this scenario; social tools are the other. By providing the service that makes our phones work, carriers are uniquely positioned to construct a better understanding of their users by supplementing their internal data with social media market research.


Did you enjoy this post? Try this one, too:

Using social listening to understand the buyer's journey

Topics: social media intelligence, market research, wireless


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