Digital Transformation
Disrupting Client Management with Social Listening and Client Management
Conducting a Gap Analysis
A comprehensive gap analysis was conducted to optimize UX and CRM. By analyzing customer behavior across social media platforms, recommendations were provided to improve the company's overall social media presence. This analysis allowed for better customer engagement and stronger relationships.
Developing the Blue Ocean Strategy
A gap, risk, and scenario analysis was conducted in collaboration with the VP of Enterprise Analytics and partners at IBM to develop the Blue Ocean Strategy. Data was analyzed from social media platforms, customer feedback, and sales data to identify areas of improvement in social listening and digital customer service efforts. A focus was put on capturing the right information to personalize and contextualize all life event communications.
Mapping the Enterprise Information Architecture & Developing Customer Scenario Maps
The enterprise information architecture was mapped to ensure all business units were aligned, and customer scenario maps were developed to better understand customer needs and behaviors. Opportunities were identified to improve customer engagement, tailor messaging, and provide a more personalized experience. Data collected through these maps informed decision-making and improved the overall strategy.
Improving Social Media Strategy
A comprehensive strategic roadmap was created that addressed both customer and departmental goals and ensured compliance with Facebook and Twitter privacy policies. The roadmap detailed how to accomplish objectives in the most efficient and effective way possible.
Human-Centered Design Approach
A human-centered design approach was adopted to prioritize customer needs, improve lead detection during social listening, and enhance the accuracy of personalized communications. Extensive user research was conducted to gain insights into customer behavior on social media platforms, and a structural equation model was developed to improve the detection of life event leads.
Uncovering New Marketable Audiences
Project Overview
Disrupting Client Management with Social Listening and Client Management
As the Enterprise Client Management, Strategy & Marketing Manager at USAA, I oversaw the development of a blue ocean strategy and a structural equation model to improve the confidence of life event lead detection during social listening. Our Enterprise Data Architecture approach helped us to create a cohesive and streamlined technology solution that addressed the challenges faced by USAA related to lead detection accuracy.
CLIENT
USAA
ROLE
Life Events Client Lead
LOCATION
San Antonio, TX
TYPE
Digital Transformation
THE CHALLENGE
USAA faced significant challenges related to lead detection accuracy during social listening. Although the company had a significant presence on social media, accurately detecting life events and other key indicators that could be used to target customers with relevant marketing campaigns was difficult. For example, if a USAA member mentioned a trigger word like "baby", the system would capture it and respond with communications focused on how to financially prepare for a new child. However, simply saying "baby" on Facebook or Twitter did not necessarily indicate that the person was expecting a child. This led to inefficiencies and missed opportunities for the business. Additionally, the banking, insurance, and investing services industry is highly competitive, with many established players vying for market share.
Value Created
Our blue ocean strategy was a resounding success. After implementing these changes, we saw a significant increase in customer satisfaction and loyalty scores. We also saw a 37% increase in the number of sales qualified leads captured from social media and the web, from 92K to 3.5MM. I also earned recommendations from the CMO and VP, Enterprise Analytics Office, USAA for the contextual relevance and immediate impact my finding and recommendations provided.
