As our social contacts increase year over year, we decided to re-evaluate our tools and processes to see where we can optimize and make an impact. We have identified the need to maintain and improve our social contact handling times and to keep better track of customer reviews to provide better insight to the business.
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Company: Belkin, International
Entry submitted by: Vincent Tobias (Social Media and Community Program Manager)
Community/Social: Linksys Community, Wemo Community , www.facebook.com/linksys ; www.twitter.com/linksys ; www.twitter.com/LinksysCares ; www.instagram.com/linksys ; www.facebook.com/belkin ; www.twitter.com/belkin ; www.twitter.com/BelkinCares www.instagram.com/belkin ; www.facebook.com/wemo ; www.twitter.com/wemo ; www.twitter.com/WemoCares ; www.instagram.com/wemo
Lithy category: Social Support Champion
Our Social Support Journey.
Belkin launched its social customer support strategy in 2012. At that time, our goal was to increase our footprint, to contact and help customers who share their experiences and challenges about our products and services wherever and whenever. As our social contacts increase year over year, we decided to re-evaluate our tools and processes to see where we can optimize and make an impact. We have identified the need to maintain and improve our social contact handling times and to keep better track of customer reviews to provide better insight to the business.
This led us to our 2016-2017 goal of improving our social listening tool, community and CRM integration, and our customer review monitoring process. This initiative aims to help our team keep better track of social contacts and in providing better business insight by understanding what improvements can be done to our products and services for the benefit of our customers worldwide.
2016 Social Support Stats and Milestones:
The Challenge.
The most important customer issue that what we want to address is how to seamlessly capture customer feedback, convert these into actionable items for our product teams and deploy enhancements as needed, and maintain our product ratings on eCommerce sites, especially on Amazon on an upward trend.
The Solution.
We came up with an in-house review monitoring tool, which checks for our product reviews in various eCommerce channels such as Amazon and leveraged our community private boards as repository for this data. Whenever a new review is captured, a thread is opened in the private board in our community, which generates a case record in our CRM tool. The case is reviewed by our team and responded to as needed and tagged accordingly so that we can monitor the top feedback shared by customers and address any enhancement opportunity that may arise. We also improved our CRM integration for all social contacts so we have complete visibility on all contact points.
The Result.
The approach was proven effective when we launched our first whole home Wi-Fi solution called “Velop” for our Linksys brand in early January this year. Our teams proactively monitored all reviews and came up with actionable items based on the feedback we are seeing. We also leveraged the community to gather feedback on the product performance by creating a dedicated board for Velop. In a short span of time, it generated traffic exceeding our expectations. This approach also gave us a full view of our customer and their contact points to reach us for help–all vital in today’s social media age. By leveraging our Lithium-powered community and Lithium Social Media Management (SMM) for Service, we were able to easily identify if the same customer called us for help, tweeted us, or wrote a review about our product.
Velop Product Launch Milestones:
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