USING SOCIAL MEDIA AS A TOOL TO EVALUATE CUSTOMER SATISFACTION
Information that can be obtained Complaints and claims Positive and negative comments Suggestions Proposals for improvement Stakeholders' needs and expectations Market trends
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01
Social media feedback
07
02
Customer follow-up
Source analysis
Management model
06
Implementation of actions
03
Problem identification
05
Response through appropriate channels
04
Root cause analysis
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Comment classification Complaint Inquiry
Suggestion Reputational risk
Opportunity for improvement
Compliment Recurring issue Incident
Fraud
Key Performance Indicators (KPIs) Response and resolution time
Number of improvements initiated
Incidence of recurring issues
Cancellation or return rate
Digital conversion rate
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How to integrate social media into the QMS Authorized channels Those responsible for managing them How information is verified How the information received is analyzed How complaints and suggestions are routed
How follow-up is conducted on the corresponding actions How these channels are integrated into communication mechanisms The associated risks and limitations The opportunities offered by their use
Risks to consider Source verification
Use of unauthorized channels
Biases
Unrepresentative samples
Use of inappropriate tools
Motivation of customer service personnel
References: Bain & Company. (2020b). Net Promoter System: Customer Experience Tools & Trends 2020. View at Net Promoter System | CX Tools & Trends 2020 | Bain & Company el 16/10/2026.
globalstd.com/en
globalstd.com/en