Webinar Q+A Assessment Case Study July/22

Q: I recently put my business on Twitter. I work for a hotel and the Brand in general does not have a page but individual properties do. Yesterday I received tons of messages and tweets about how angry this customer was at a different property but because we have the same brand name we were guilty by association. How do we address this?
A: I suggest you introduce that customer to the respective manager of the hotel and at the same time explain how the business is structured. You help the customer get to a person and the rest of the community to understand the connection. Offer your help if the customer needs it regardless of the responsibilities – like you said “Guilty by association”.

Q: How did you select the tools, did you conduct any thorough testing? Are there any other tools you suggest?
A: To be honest, we selected the tools based on how easy and well the companies responded. The market is in a very early stage. It was more important that the vendors are “social” as well not just a bunch of hackers with no connection to the outside world. Please check our Tools Week page on our website for more tool.

Q: How much of the assessment effort happened via the tools and how much was an additional manual effort?
A: Tools always run in a short period of time and the “brain work” is the lion share of the work. If you’d ask how much time was the ratio without tools, I’d say 80% data research and 20% intelligent analytics work. Now it is 2% system and 98% brain work.

Q: Can you make some rough price indications?
A: It may range from $2,500 to over $100,000 is that enough indication? The cost is pretty linear to the size of your eco system – mainly equates to company size as well. You may find people doing it for $295 – and as always you get what you pay for.

Q: Do you offer a class specifically for conducting assessments?
A: Interesting question. Not really. After thinking a bit more about your question: Even so the assessment is only the first step in a series, you need to see the whole picture. In the class the assessment sessions actually start rather late as we need to make sure students get the full picture rather than just a facet.

Q: We are a marketing focused consultant but don’t do those types of assessment, do you think we can work with your consultants or is there a potential conflict?
A: I’d definitely get in touch with them. The risk that you two compete is rather limited. The opportunity to do more successful joint project much more attractive.

Q: We sell exclusively through distribution channels and don’t have access to customer data. Any suggestion?
A: You still have end customers – even so you don’t know them. So there are a few strategic questions to explore like: Is there a conflict if you try to get in touch with your market? Will partners helpful or not? Is the market potentially interested in a dialog with you? What would the purpose of an engagement be (get market data or actually having a conversation)? So0 more questions – no answer, sorry. But contact any of us for a deeper discussion.

Q: All I hear about social media is “free”. Who invests in those expensive assessments?
A: For instance if you allocate 10 people from a 500 people organization, you most likely invest $1-2 Million in salary, overhead and other cost. Not much to create a better customer experience – still enough to make sure you invest it right. The assessment cost is a tiny fraction of the cost you are going to spend – so you better make sure you start in the right direction – the assessment is giving you this assurance.

Q: Can we get the link to the presentation?
A: This Link

We had a few very company specific questions, and suggest you get in touch with any of the presenter or academy and explore ways to answer them.

Thanks again for participating. Let us know how we did, by tweeting about it.

Axel Schultze Axel Schultze MyXeeSM


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