Our 2016-2017 initiatives were focused on self-care and peer to peer support on community, and how to increase customer Satisfaction and NPS.
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Entry submitted by: Ramy Metwally (Head of Social Media Care)
Community: Jawwy Community
Lithy category: Social Support Champion
Jawwy is a new mobile service from STC. It's digital-first, works off an app, and customers can personalise, monitor & manage their plan in real time. With the help of Saudi youth, we've taken a human-centered approach to designing our service & experience.
Our social customer service initiatives
Our 2016-2017 initiatives were focused on self-care and peer to peer support on community, and how to increase customer Satisfaction and NPS. We wanted to maintain our Social Media strategy and escalation process while keeping in mind the crisis management as these will help us achieve our Social Media Care targets. To do that we focused on ongoing FAQ updates and establishing an easy going user friendly community, forums and blog. We also focused on how to increase customer response rate to show customers that we care, not only that but with highly trained team to deliver best Quality service and hence a happy customer and an increased FCR rate.
The customer issue we were trying to solve
Our customers faced an issue in finding locations that sell our recharge vouchers all over KSA. We heard our customer’s feedback and right away we updated our portal with a map locater and once this was done we updated our community with the FAQ and how to recharge in both languages. We didn’t stop there but we didn’t only want the customers to find it on the community but also wanted to feed that FAQ to customers that asks the question on our Social Media platforms so we trained the agents to use the KB on Lithium Social Media Management (SMM) for Service to direct them to the map locater. Having done that, we have connected our portal with our community which by default is used on SMM for Service responses and that is the beauty of using Lithium to connect community with customer responses and hence increase the self-care support and peer to peer. Since then we saw an increase in recharge cards sold and less customers queries in regards of voucher locations.
Figure 1: Community FAQ
Figure 2: Lithium SMM for Service KB
Our customer satisfaction results
Jawwy care quantitative SLAs consist of the following; Chat SLA, email SLA and Social Media SLA, they are considered as our response time SLAs, defined as follows; X percentage of interactions answered in Y minutes or hours the targets of the SLA is as follows; Chat 98% answered in 2min Email 95% answered in 4 hours and Social Media 95% answered in 15 minutes and communities SLA is 10% in 48hours, Abandonment is another response time SLAs, only Chat that can be abandoned in Jawwy, because the customer might close the chat session before an agent answers, the abandonment target is 2% of the chat in 24 hours, another SLA is the FCR defined as unrepeated interaction within 48 hours for the same reason with target of 85% our qualitative SLAs are as follows; C-SAT a survey will be sent to customer to rate his/her satisfaction with the agent who has interacted with him/her giving rate from 1 (not satisfied) - 5 (Very satisfied) satisfaction rate is sum of the percent of customers who rated us (4&5), the C-SAT target is 75%. Agent SLAs includes C-SAT, Quality Audit, Productivity, Adherence and AHT and Empowerment utilization.
Figure 3: Social Media SLA for April 2017
Figure 4: Social Media C-SAT 2017
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