Are the Rugby World Cup sponsors putting customer experience at the heart of engagement strategies?

23 September 2015 by Dionne Lackey

Marketers are recognizing that customer experience is fast becoming the new battleground and most sustainable competitive differentiator. Social media has changed the power play between brands and consumers and the best marketing campaigns in the world will be diluted, or even ignored, if the people you are trying to connect with are unhappy or unheard.

"By 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago"


When it comes to major sporting events like the Rugby World Cup, there's no two ways about it, the businesses which are sponsoring the tournament should be putting two-way dialogue at the centre of their social media engagement strategies. Thousands of mentions on social are great forbrand awarenessand marketers are working hard to take advantage of World Cup fever. But, this presents both an opportunity and a challenge.

The sponsors are heavily invested in campaigns but how equipped are they to support customers and new audiences on social channels? We've set up streams and will be using our app to track and analyse customer satisfaction for five of the sponsors: Heineken, Mastercard, DHL, Emirates and Land Rover.

We'll take a look at:

  • How wellsocial customer serviceteams cut through the noise to respond to genuine customer enquiries
  • Whose social audience was the happiest and unhappiest
  • What drove customer satisfaction and dissatisfaction
  • Opportunities to change the direction of travel on complaints
  • Opportunities to engage with influencers
  • Opportunities to convert pre-sales enquiries
  • Opportunities to leverage insight on feedback

Watch this space for the full analysis to see who wins the customer experience scrum!

Tags: Mastercard, world cup, Heineken, Avaya, Emirates, Customer Service, Land Rover, best practices, star trek, dutch airlines, DHL, Sentiment Analysis