Analyst Debrief – Forrester and McKinsey on How to Keep a Customer Happy


Ranjani Raghupathi

August 14, 2014 2 min read

Updated on May 2, 2017

Handling a client’s social media content, and looking for ways to elevate your company’s online customer support system? Reports from this week’s debrief will help you get a better grasp on the ever-changing best practices in the world of digital marketing, as well as find ways to better engage your digital consumer.  

Forrester shows how to handle UGC

Leveraging UGC (User Generated Content) is a great addition to a company’s content strategy. This report from Forrester suggests that before investing in curating the content pool, explore the benefits you’re hoping to extract from it. Approach it with an outlook to engage prospects and to show them the satisfaction that current customers are deriving from your product.

Once you have the prospect’s attention, converting them to a customer will become easier if the UGC is displayed in such a way that navigation to the next stage of the buying cycle is easily accessible. Illustrating examples of brands that efficiently curated content, the article is a guide to using your existing customers to get new ones

McKinsey says e-care needs care

Dedicated customer service Twitter handles are quickly replacing call centers. McKinsey found that a telecom company reduced 30% of the cost of its customer service unit by migrating to digital care. The report prescribes a six-stage strategy to make customer service on social media and all other digital properties successful. 

The research group also found that customer satisfaction drastically improved as the support journey was completely digitized. Unmetric found that JetBlue’s exceptional customer service on Twitter brought them recognition in the form of multiple ‘Airline with Best Customer Service’ awards. In July, the air carrier replied to user tweets within 15 minutes, while the average brand took 10 times longer.


In this weekly series, we do a roundup of reports from analyst groups like Altimeter, Bain, Gartner, McKinsey, Nielsen and others, showcasing the ones most relevant to today’s digital marketer and modern communicator. We’d love to chat, so leave a comment below or drop us a line on Twitter @unmetric.

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