Measuring Accountability: Measure the “fuzzy” with content analysis скачать в хорошем качестве

Measuring Accountability: Measure the “fuzzy” with content analysis

For the complete course, go to: https://www.revenueorrelationships.co... We’ll hear about the unreliability of Yelp reviews, yet we still use them to decide if we should work with a specific company or go to a certain restaurant. Before we buy a car, we may look at consumer reports reviews to get an idea of what a car is like. Before we decide to purchase an IT system for our companies, we may read Gartner, Forrester, and IDC reviews to see how they rate the product compared to others or how other people who used the product liked it for their organization. Why? Because we value the experience that others have with a company, a product, or a service, and we leverage their experience to determine if a company met expectations or delivered on the claims it made. Essentially, we read reviews to determine if a company is accountable. Now companies know that customers value reviews for this reason and that’s why they value them too. But companies also understand that not all reviews on all sites are equal. And we are going to talk about that in this video today. We like to believe that you can’t measure the more fuzzy, personal side of business, but that’s not really true. There are always ways to measure what seems to be unmeasurable, like business relationships. To measure anything: First, you need to determine what success means to your organization. Then you need to discover and identify what’s tangible, factual, and measurable in that fuzzy zone, Determine how those aspects relate to your definition of success and then Ultimately, identify which information from this tracking and analysis can be used to determine that you achieved your goal. I often work on optimizing transaction and lead gen flows, but that work doesn’t always address the larger, more strategic work that makes a sale in the first place: creating great customer relationships. It is the customer relationships, the relationships between people or between people and a company, which will ultimately improve trust. And trust builds over time and improves customer conversations, which result in increased sales or revenue. By measuring specific qualities about a customer relationship, we can use those insights to create better customer experiences and improve transactional and communication strategies that will increase trust and ultimately, increase revenue over time. So how can you measure relationship success in your company? As mentioned in other videos, you can use a few different categories of measurements: engagement, loyalty, brand, and accountability. Within each category, there are multiple indicators and measurements of success. For this video we are going to focus on accountability and the conversations that support it—or reviews. To me, business happens during conversations, so conversations build business relationships which eventually lead to revenue. If we consider that conversations, especially digital conversations, are nothing more than content and we know that content can be tracked, categorized and measured—we can measure the quality of a relationship using content analysis. So how do we do this? First, evaluate and score the review content by mapping it to the company’s claims and values. Second, measure the integrity of the author, either an employee or customer or other stakeholder and use that value to weight the score. Third, measure the integrity of the publishing organization and also use that value to weight the score. This approach can be leveraged not just to measure accountability for reviews, but for awards, certifications, or other content items like branding, engagement, or loyalty (using different attributes). More on those later.