The company faced a number of challenges:
The company chose to implement a unified social media management and analytics solution. To achieve this goal, it selected Clarabridge CX Social, which provides social listening, assists in rapid social media engagement and empowers teams across multiple departments.
Where once information was siloed, KitchenAid now has a 360° view of customer interactions. Using dashboards, the team can see how quickly it is responding to customers and where questions need to be escalated. In addition, emerging trends in customer feedback can easily be identified, allowing the company to make informed, strategic decisions.
Communications with customers are supported across all channels including Facebook, Twitter, YouTube and Instagram, and the team acts as a conduit that filters feedback, so it can be immediately addressed or directed to the right people in the right department. Before KitchenAid’s implementation of CX Social, its social care team was an isolated entity. Now this team operates across departments and is an integral part of the contact center function.
“With Clarabridge CX Social we can be faster with our product development team and tell them ‘this is what the market needs’ or ‘consumers are looking for this’ and then go ahead and do it.”
—David Moreno, Social Media Manager
Overall, KitchenAid’s social media fan base has increased by 90%, and as a result, social interactions have rocketed by 143% in just one year. CX Social is also providing KitchenAid with actionable insights related to product design, customer service management and global expansion.
CX Social is helping KitchenAid learn so much more than expected about what customers need, how they cook, how they perceive the brand and its products and what they want from the company. This is having a direct impact on product design and the product development pipeline. Last year, following the launch of a new limited-edition product in matte black, KitchenAid sourced feedback from customers to determine the colour of its next limited-edition product. KitchenAid is enhancing its customer relationships by demonstrating that it is as serious about showing social media followers that their feedback is valued as it is ‘serious about food.’
Insights from CX Social data such as customer feedback patterns across all social networks has allowed KitchenAid to maximise customer service team shifts. This means that managers can ensure there is always enough customer service staff available to resolve customer enquiries.
Since KitchenAid sells its products throughout the world, CX Social provides multiple language support to help craft suitable customer responses that further enhance the customer experience.
“Clarabridge CX Social has given us a 360-degree view using dashboards that show us how we are responding, where questions need to be escalated, and crucially, the trends in customer feedback that allow us to provide a better, more informed service.”
—David Moreno, Social Media Manager
Learn how KitchenAid Cooks Up a Winner with CX Social, as featured in CRM Magazine.
Your customers expect more from you on social media, we can help.
Clarabridge has a range of SaaS customer experience management solutions to help hundreds of the world’s leading brands put customer feedback to work. Amongst these, CX Social enables companies to listen, analyze and gain insight into conversations online and in social media allowing them to develop relationships by identifying and engaging with customers in real time. This is why leading brands trust Clarabridge to power their CX programs and drive a customer focused strategy. The result: better customer experiences. For more information, visit https://cxsocial.clarabridge.com.
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