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Report: The five types of social back-to-school consumer

BY Dan Berthiaume

Boston – Retailers trying to successfully attract business from back-to-school shoppers need to understand the different types of customer segments they must target. According to a new report from social media analytics software provider Crimson Hexagon, back-to-school consumers fall into five broad categories based on how they broadcast their goals, choices, experiences, and opinions about back-to-school shopping on social media.

The five types of social back-to-school consumer are:

The Lifecaster:
The Lifecaster broadcasts his or her daily activities through social media. During the back-to-school season, parents and students make multiple trips to various retailers to complete their school shopping amid other activities, including school physicals, last-minute errands and appointments, and trying to enjoy the last days of summer.

The TV Junkie: TV audiences are tweeting and posting in growing numbers, and the TV Junkie is tweeting and posting about back-to-school shopping as well.

The Enthusiast:
The Enthusiast loves back-to-school shopping, and treats it like a holiday. Black Friday and the winter holidays and back-to-school are the two biggest seasons for most retailers. Crimson Hexagon analysis finds that back-to-school time also stands out to shoppers as a season to look forward to with enthusiasm.

The Deal-Seeker: With so many items to buy before heading back to the classroom or college, The Deal-Seeker is looking to save money. The Deal-Seeker shares shopping conquests, such as how much money they saved and how many items they got for a low price, with their social networks.

The Procrastinator: School starts at the end of the summer, whether The Procrastinator has crossed everything off of his list or not. The Procrastinator knows that time is getting short, yet maybe has yet to start back-to-school shopping, or she still needs a few crucial items before heading back to school.

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Report: Facebook plans Trending Topics

BY Dan Berthiaume

Menlo Park, Calif. – Facebook will reportedly soon begin testing a new feature called “Trending Topics” with some U.S. mobile users. As reported by All Things D, Trending Topics will display a banner highlighting a specific topic. If the user clicks the banner, they will see related comments and posts from friends and other Facebook users they don’t know.

According to All Things D, Trending Topics is an attempt by Facebook to both operate more like Twitter and also to help boost conversations about celebrities. A Facebook executive is quoted in the article as saying Facebook is not moving away from its core mission of connecting people who know each other but instead trying to help surface existing conversations about celebrities and other popular topics.

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Report: U.S., global customer satisfaction improves

BY Dan Berthiaume

San Francisco – Customer satisfaction is on the rise globally after more than a year in decline, with the average global customer satisfaction rating reaching 81% in the second quarter of this year. According to the new quarterly Zendesk Benchmark report, this about a 4% increase from an average rating of 78% in the previous quarter and the highest average rating since the first quarter of last year.

Customer satisfaction in the U.S. improved to 82%, about a 2.5% improvement from 80% the prior quarter. However, the U.S. still was not on the list of the 10 countries with the highest customer satisfaction scores. New Zealand was number one overall with an average rating of 92%, down slightly from 93% in the previous quarter.

Canada placed second with an average rating of 91%, up close to 5% from 87% in the first quarter of the year. United Arab Emirates ranked last of 125 countries included in the report, although this was a roughly 9% improvement from 53% the previous quarter.

In addition, during the past year, the percentage of customers accessing self-service content from their mobile devices has grown 50%. It reached 26% for second quarter 2013, compared to 17% in the same period a year earlier. The Zendesk Benchmark is based on actual customer service and support interactions between 16,000 participating companies and their customers across 125 countries.

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