We can say with confidence that the level of success we experienced in 2016 would not have been possible without Social Media Management for Service.
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Entry submitted by: Caroline Lalonde (Senior Manager, Community & Social Media)
Community: The Fido Community
Facebook: www.facebook.com/fidomobile
Twitter: www.twitter.com/Fidomobile?lang=en
Lithy category: Digital CX All-Star
Digital customer experience has been a growing focus for years, as it supports our ‘low touch no touch’ contact strategy. Fido’s mission is to connect people and give them the tools to do what they love. That’s why wherever our customers are looking for help online, we’re there. From public/ private chats on Facebook, Twitter, Instagram, YouTube, Snapchat, on third-party forums or our own Community, we offer a consistent and reliable customer experience.
SMM for Service: the nucleus of our social support success
We can say with confidence that the level of success we experienced in 2016 would not have been possible without Social Media Management for Service. This Lithium tool has allowed us to create a seamless customer experience by funneling all conversations from across our channels into one central social media management platform. This allowed us to streamline our response strategies.
Using SMM for Service, we were able to implement and deploy a response time stratagem that skyrocketed our customer satisfaction standing. The leading irritant among our customers was the wait time in receiving a reply via social media. So in 2016 we vowed to lower our response times on all channels, earning us the “Very Responsive” Badge on Facebook and standing out as a brand that listens and cares. We are proud to deliver best-in-class response times and we couldn’t have achieved this without SMM for Service.
A variety of useful features
Our social media specialists are universal agents, meaning they handle anything and everything without having to transfer the customer. However, the digital servicing world can be very complex, no matter how specialized and well trained our employees are. That is why we launched Expert Help, a feature that allows our specialists to seek internal assistance, whether it be related to the Community, brand, PR or internal processes. Our social media team works very closely with our brand team to stay up-to-date on all Fido campaigns, sponsorships and promotions. This ensures we’re always in the know and that we provide real-time, well-informed assistance to our customers. We also developed dashboards, monitor walls, and put together an advanced tagging and queuing strategy in SMM for Service. This allowed us to better leverage Smartviews within analytics to enrich the customer experience, improve daily operations and increase efficiency by queuing customers with the right representative.
The year social media ignited
In 2016, Fido was part of the first telecommunications company in Canada to officially launch Facebook Messenger and Twitter Direct Message as support channels. With Facebook Messenger, our customers could search for us the same way they look up their friends. We also launched Twitter business profiles, which includes published service times (so our customers know when we are available to help), service-related tweets on our newsfeeds (so our users can find the most relevant information quickly) and more.
We promoted these support channels on social media and our Community Blog, as well as including them at the top of our “Contact Us” page.
Although the volume of inquiries quadrupled, we were able to decrease our response time by 47% compared to 2015, which positively impacted our NPS and allowed us to maintain our best-in-class customer satisfaction. According to our touchpoint surveys, our social media support team boasts the highest NPS across the business.
Moderating the Fido Community with SMM for Service
Another way Fido stands out is by offering support on the Community. In a continued effort to offer the best digital experience, we’ve decided to ensure no customer goes unanswered in the Community. Using SMM for Service, we queue all incoming posts to our moderators; the same specialists who manage our social media conversations. Our moderators respond to the request immediately if it is account specific (service change, hardware upgrade, invoicing inquiry, etc.). If the request is not account specific, the moderator “snoozes” the post for several hours. This gives the other Community members time to answer the original poster’s question. If no reply has been posted after several hours, the moderator will reply themselves. This guarantees that all posts on our Community receive a response within a timely manner. Furthermore, if a Community member receives an incomplete reply by another member, a moderator will join in the conversation and provide additional detail. This not only serves as a means to ensure OP’s question is fully answered, but potentially answers any questions future thread viewers may have.
Using LSI to proactively offer support
SMM for Service not only allowed us to stay on top of our response time, it gave us access to analytics. Coupled with LSI, these tools provided us with a better understanding of our customers and their needs. We knew what our members were talking about, what they were looking for and if they found it. We created articles based on the information we were able to harness from these tools (search results, most viewed topics, survey feedback, etc.). These articles were shared in our internal knowledge base so that our contact center representatives (call, chat, social) could share the information with their customers, thus reducing handle time, increasing customer satisfaction and promoting self-serve. The articles are regularly promoted on our social media channels to increase visibility.
Going Mobile and launch of Gamification
Another way we improved customer satisfaction and increased the adoption of self-serve was with the launch of Mobile Responsive. Since its launch in March 2016, we noticed a 44% increase in unique mobile visits to our Community. Combined with the launch of Premium Gamification and the redesign of our notification emails, our Community experience has become easier to use. Implementing a personalized welcome message and the launch of Profile Plus were the cherries on top of the personalization sundae.
Example of New Badges
New Personalized Welcome Message
New Email Notifications
2016 was a huge year for our Community and Social Media team. With so many changes in a such a short period, we can’t stress how proud we are of their dedication and adaptability. We restyled and gave new life to the Community, and reshaped how we operate and interact on our social media channels. We’re thrilled to provide the exceptional service our customers have come to expect.
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