Entry submitted by: Bill Gerth (Gertht96) Director, Customer Service Strategy & Ops
Lithy category: The Organization Game Changer
Comcast, a fortune 50 Company, is the largest mass media communications company in the world by revenue. Comcast is also the largest cable and home internet provider in the United States, servicing customers in 40 states. Comcast strives to provide superior customer service though all channels-traditional and atypical. In recent years Comcast spent considerable energy and resources developing its digital strategy. Social Care and engagement is managed within Comcast’s Care team, National Customer. Our goal is to support customers in their preferred channel while enhancing the customer experience and enhancing product knowledge. While social care is still new to most organizations, including Comcast, we quickly recognized that there are critical areas of focus to deploy a successful program. This includes ramping up a strong operational and technological infrastructure capable of integrating social into our broad operations model. This allows social to feed into all organizations providing for both rapid customer engagement and collaboration and message synchronization across all channels.
Comcast’s Digital Media Outreach (DMO) team has set and continues to drive an ambitious social media agenda encompassing technology, operations, broad functional alignment and support from all levels of the organization. Comcast has deployed Lithium products to help meet our goals to make significant improvements in our customers experience using social media. Through the use of these tools we have been able to create broad partnerships across the organization. This includes our communications and PR teams, marketing, operations and quality teams. DMO information is being used to augment business processes ranging from customer satisfaction to retention and sales to outage detection and prevention. The winter Olympics provided an opportunity for Comcast to showcase the social media platform in preventing incidents, resolving customer issues quickly and directly, and engage customers in entirely new and innovative ways.
Lithium’s products and services have supplied Comcast with the ability to track measure and engage with our customers in real-time on preferred customer platforms. This includes:
LSW: In order for Comcast to provide superior social media customer service while maintaining a single message, it was necessary for the company to develop a singular, seamless workflow. The LSW product has been integrated at the corporate and divisional levels for care, marketing, communications and sales to allow customers to have a top-quality in-channel experience. LSW has also helped us understand inbound volumes as we work to develop a true operational social care model which includes forecasting, service level management and staffing requirements. Within five months of launching LSW, we were able to justify a 30% increase in staffing through the use of clear and concise operational reporting. In a most recent case study, Comcast brought on 10 additional agents to support customers during the winter Olympics as social volume was expected to increase as much as 40% in a short three week period. Comcast has a complex organizational structure with Care resources deployed geographically by division. Each division assigned several resources to assist the corporate Digital Media Outreach (DMO) team by handling geographically specific questions and concerns. LSW allowed DMO to seamlessly re-queue work to our additional support teams. As a result we eliminated thousands of out-of-channel escalations by enabling the front line employee’s best equipped to handle these contacts to do so immediately. Our marketing team also used the publisher feature to provide great Olympic content through the duration of the event.
Community: Comcast has built a 2 million monthly peer-to-peer participation community, using Lithium’s platform. Our community is different from third party social networking sites in that we are finding more brand advocates and loyalty within the community. Comcast utilizes this audience to provide customers the opportunity to become beta testers with certain product releases. This is also the only channel that has over 100 internal employees from throughout the company participating from a product, care, marketing, communications, engineers and user experience standpoint. Through Lithium we control the content and knowledge base within the community’s approved solutions. Community posts and engagement can also be fully integrated into LSW, allowing us to engage with customers on multiple social platforms simultaneously while inviting third party platform customers into the community through sharing of publically available and approved solutions within our help and support site and communities. This helps the agents to both engage properly with the customers and provide an efficient way to enable future self-service.
Social Operations Center: Comcast and Lithium teamed up to create a monitor wall or better known within Comcast as the Social Operations Center (SOC) to provide real-time volume, operations and social feeds. The SOC was designed specifically to act as an early warning mechanism for Comcast’s National Customer Operations team as we headed into the winter Olympics. The Olympics is a significant event for Comcast and we needed to deploy a sophisticated way to monitor all social volume for any possible network feed issues and proactively alert the right internal fix group. The SOC’s launch demonstrates our continued efforts to push the limits on what social media is capable of providing to the operational infrastructure of a complex organization such as Comcast. The social operations center was active within the Olympic war room and is still currently active in our national workforce management center. The SOC allows us to find groups of customers in real time who are reporting service concerns and the opportunity to escalate to the appropriate fix groups more rapidly than possible via traditional care channels. Through this system proactive customer messaging become possible - potentially preventing significant call, chat and social media volume while providing a better overall customer experience with consistent messaging created and make available in all channels.
Lithium social Web was launched as a cross functional solution for organizations to engage properly with customers. Currently we have four organizations using LSW for proper customer engagement and seamless customer interaction.
The Comcast Community forum gives our internal experts (from all over the company) an opportunity to engage with customers who may have concerns with a specific product. The community allows customers to speak with the appropriate internal expert for proper assistance. The community also allows our internal experts to help many with one response. Superusers also play a large part in the community life cycle, assisting with peer-to-peer engagement.
The Social Operations Center delivers social real-time brand content company wide. As mentioned above this is used for multiple purposes to analyze data, catch real time trends about the brand and show team productivity.
LSW : The DMO team is challenged to provide at least a 25% in-channel resolution rate and no greater then a 10% ticket escalation.
Community : The increase of community page views and participation is a key driver of our community growth.
SOC : The Early Warning System enables a real-time escalation and proactive response from the brand. Due to the effectiveness of Twitter and other similar platforms, we are able to identify events almost 30 minutes in advance compared to traditional lines of support.
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Entry submitted by: Todd Lilienthal (toddlilienthal ) Director of Digital Strategy
Community: K2 Community (Community.k2.com )
Lithy category: Best Community Design
K2 software allows people to build and run business process applications, including forms, workflow, data and reports. Across enterprises and within departments, K2 customers are rapidly transforming their companies with applications that allocate work to the right people, with all the information they need to make great decisions.
With K2's visual tools, creating, launching and using the first K2 application is a snap. Reusable components ensure the next application delivers faster than the one before, and when the business needs change, it's easy to update your K2 apps to fit. More than a million users in 80-plus countries rely on K2 to streamline operations, save money and reduce risk.
In March 2014, we launched community.K2.com. Our philosophy was to create a highly functional site with great user experience and a really clean design. We wanted to provide access to a large amount of information, while keeping it simple for the user. One of the core components to this philosophy is our prominent search bar. A large amount of information is only valuable if a user can easily find what they are looking for. With that in mind, we implemented Lithium’s predictive search and made it a stand-out feature on every page. In addition to the search being predictive, the search results page allows filtering by content type so that the user can further specify what they are looking for.
Our requirements started with the basic idea that it needed to be more than just a discussion forum. Our Lithium community includes forums, the K2 blog, a code sharing section (K2 Market), events calendar, and a resources section. We took design cues from our other digital properties, but wanted to make the community site stand out on its own as a great looking and very usable information hub.
We are very happy with the outcome and believe that we accomplished what we set out to do.
Here is the homepage of Community.K2.com:
Our business goals are to boost user engagement and satisfaction, reduce support costs, and provide prospective customers with a resource that they can use when evaluating K2.
Within a week of our March 2014 launch, we experienced a huge increase in forum activity and resolved issues. The community has already become an amazing asset for our support team, allowing the community to assist each other.
We’ve seen increased engagement in our community as well as increased downloads inside of our “Market” section which allows user to share code and plugins that they’ve developed on the K2 platform.
K2 led the strategy and implementation of this community in conjunction with Lithium and CloudSquads. We worked together to launch a best in class community site that is drastically different than any other community on the platform.
We looked at how the Lithium platform could be utilized and extended in order to provide our users with a bunch of functionality not normally found on a standard forum. We also made sure to only include features that we knew would be of value to our K2 audience. This resulted in a highly customized experience with a beautiful layout that gives our users everything they need and nothing that they don’t.
Every element of the K2 Community site was thought about individually as well as a part of the whole. The Forum, Blog, Market, Events Calendar, and Resources area all contribute to the experience by offering unique and valuable content while adhering to strict design and UI/UX standards.
Our metrics are already starting to prove the success of the new community.
Our first week on the new platform, we were seeing an average of 17 posts per day (88 posts for the week). All of our traffic was redirected from our old forum and was starting to pick up speed. Our old forum suffered from poor design, outdated functionality and user experience and our users were not motivated to use it to resolve their issues.
A month and a half later, the week of April 7 th tallied an average of 41 posts per day (209 posts for the week). Many of the threads are leading to resolved issues and are helping to divert support tickets.
This is a 137% increase in weekly posts! We expect to see this trend continuing as we gain even more engagement from new and active users.
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Entry submitted by: Karen Le (kazwalla) Head of Social Media, Telstra Digital, and Yannick Pierre (Yannick_P ) Digital Community Manager
Community: Telstra CrowdSupport (http://crowdsupport.telstra.com.au/ )
Lithy category: Digital Strategy Leader
Telstra is Australia’s largest Telecommunications Company and for over a hundred years we have connected Aussies with each other and the rest of the world.
History & Challenges
Telstra employs more than 39,000 employees.
In 2013 we had more than 15 million mobile customers (Australia’s total population is 22 million), 7.8 million fixed voice customers and 25.5 billion dollars in sales revenue.
Although large in size, fantastic business performance results and the fact that we have a long standing history in Australia, we are faced with our biggest challenge – Customer satisfaction. In 2011 our satisfaction rating was 66% when the industry average was 68%.
As a Telecommunications company we know how significant it is for Australians to connect with each other, and we know that our role in connecting Australians needs to be one step ahead of the change in behaviour. Therefore Telstra’s goal is to create a brilliant connected future for all Australians.
One of the amazing things the Lithium platform has allowed us to do is not only let us having a conversation with our customers but allowed our customers to have conversations with each other.
CrowdSupport has helped us provide service to customers in a one to many channel and has helped build advocacy. By having customers answer each other’s questions we are able to assist more customers by being able to scale the customer service offered. We are also providing rich customer experience via Lithium Social Web; Telstra service agents are able to review each community post for accuracy and escalation which is a clear point of differentiation from other non Telstra brand supported forums.
We are using the Lithium platform to achieve our company purpose; by connecting people in connected channels. Telstra now has a community where the conversation starts with the community – this is at the very core of our DNA and our purpose. Every time we need to have a meaningful conversation with our customers about anything we can do it within CrowdSupport. Below are some examples of how we’ve used the channel as part of our digital strategy.
Handset Updates: Fortnightly device updates
We launched the handset updates board taking a simple webpage on our corporate website that was updated every 3 months and converting it into a fortnightly community discussion with our customers around our mobile devices. This continual exchange of information around the process and steps we undertake to update these devices has not only helped to keep our customers informed but also helps us to prioritize what we need to review next. In the past few months the board has generated 46,000 unique visits, 884 post and 150 kudos.
This demonstrates how hundreds of thousands of people including news publications receive updates and information from Telstra at exactly the same time.
Product Exits: Facebook.Zero Application
This particular post has been one of the top 5 most viewed posts on the Lithium platform over the past few weeks. The post was a result of the discontinuation of 0.facebook.com service planned for later this year and although it’s not a good news story, we acknowledge that it’s no longer acceptable for brands not to be transparent.
0.facebook.com was a new mobile site that includes all of the key features of Facebook but is optimized for speed with zero data charges. Crowdsupport has been used as one of our primary channels for communicating exits of products and services, and we have been able to communicate en masse to our customers around this upcoming change and allowed for a vibrant discussion around alternative options. The initial announcement post (for the exit of 0.facebook.com) has generated over 62,000 unique visits and 11 Kudos.
TVC: Crowdsupport P2P Community goes mainstream.
We’ve had a community for 3 years and in this time we’ve demonstrated our purpose of connecting Australians and recognized that communities are no longer for a particular type of user; it’s for everyone.
As part of our customer awareness program around our online support tools, CrowdSupport featured in a nationwide television and outdoor advertising campaign with the tagline “More heads are better than one”. This campaign ran in primetime hours and helped to drive engagement and registration in the community. This not only demonstrates what an integral part CrowdSupport plays in our overall digital strategy but how this has translated into an overall business focus.
TV ad: http://bit.ly/1au3P4z
Driving organic search
Crowdsupport growth strategy has always been focused on understanding the analytics that drive community discussion and prioritizing our initiatives. Our help and support team are actively involved in reviewing what our customers are posting in the community and generating supporting content. This continual content review, supported by regular community members, has resulted in over 50% of all the community traffic being generated from Google search. A recent example of how we leverage the community organic search was our campaign, “Telstra New Phone Feeling”, where we managed to post an article which returned a top 5 search result within minutes of posting.
Telstra Identity (Single Sign On)
We have removed the biggest hurdle to contributing to our community by implementing single sign on. Customers can now sign in using their Facebook credentials.
Migration of the community registration and login process to Telstra Identity was a key initiative driven by customer feedback in CrowdSupport. This project involved moving over 50,000 registered users off the Lithium Technology login to Telstra Identity and involved several months of planning, design, development and testing to minimize disruption. This change has quadrupled weekly completed registrations by significantly reducing the barrier to registering and logging into the community.
With our focus on creating advocacy through improved customer service, the CrowdSupport Community has become an integral part of our online support and engagement strategy. In 2013 over a quarter of the Australian population visited CrowdSupport (6 Million) to find information around Telstra’s products and services. In the same period, visits to the community have increased two-fold and the quality metrics have also improved; with the average time on site reducing by five seconds and average page depth down from 2.26 to 1.90 PPV (pages per visit); this suggests that our customers are finding the information they need faster. The improved reach without effect quality is a great example of how a branded, managed peer to peer community can not only be used as an additional support channel but also as a platform for creating customer advocacy.
Our results demonstrate the customer’s need and desire and the need to connect with us and one another via the Lithium platform.
Current results – as of March 20, 2014:
Accepted Solutions: 3595
KB articles: 337
Ideas submitted: 364
Kudos awarded: 18,316
Future initiatives that we’re considering.
The digitization of our company means we are now taking what we’ve learned to enable our 39,000 strong workforce to change the way the entire organization works. Once again the aim is to provide a brilliantly connected future by staying one step in front of a societal change.
ITC Internal Peer Community: Extending on the knowledge gained and success of CrowdSupport, the organization has begun work on deploying an internal instance of a P2P community that will allow Telstra staff to collaborate on common IT support questions. The aim is to significantly improve collaboration between our multiple business units and grow our internal knowledgebase.
Live Chat Connection: We are personalizing our interactions with each of our customers. To support this initiative we are leveraging CrowdSupport by registering each of our live chat agents with a Crowdsupport profile and providing the customer this profile when we close off each chat interaction. If a customer chooses to stay in touch with the same Telstra consultant with whom they have been chatting, they can easily reconnect with the agent on Crowdsupport. Internally we call it “My Customer, My Responsibility” and the goal of the initiative is to build a strong relationship by listening and resolving queries quickly.
Develop socially enabled enterprise: An enterprise wide participation includes cross functional collaboration with the rest of the organisation i.e having all product leads contribute to content and answers within the platform. As part of an organization-wide Brilliantly Connected Advocacy program, we are currently investigating the possibility of using Crowdsupport as a direct channel for connecting our customers with a face for each of our online customer support agents. This functionality will also allow our customers to come back to these agents for future interactions.
Mobile First Strategy to drive better user experience: Across the last 6 months, 45% of visits to CrowdSupport have come via mobile handset or tablet device and as part of our mobile first strategy we are undertaking a full review of the community experience on a mobile device and over the next few months be making changes to ensure content is easily consumed.
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Company: Barclaycard US
Entry submitted by: Jared Young (jaredyoung) Social Media Manager
Community: Barclaycard Travel (www.BarclaycardTravel.com)
Lithy category: Lithium Platform Innovator
Barclaycard US is the 9 th largest credit card issuer in the US. We believe that social media provides the opportunity to change the dialogue between banks and customers and we are committed to building deep loyalty with our customers.
Lithium’s community platform is the driving force behind out latest innovation, Barclaycard Travel, where a portion of Barclaycard customers are invited to join a community, share their travel experience and earn more miles for their next trip. We are living the values of changing the dialogue and earning customer loyalty.
BarclaycardTravel.com is a one of a kind travel community where Barclaycard cardmembers and non-cardmembers can share travel experiences and earn miles that can be redeemed for travel rewards or e-certificates. Here are 6 ways that highlight how BarclaycardTravel.com has innovated on the Lithium platform:
Uses Lithium gamification capabilities and backend activity data to grant Barclaycard Arrival Participation Miles to community members
Tracks and manages a unique system that manages separate community experiences for cardmembers and non-cardmembers. This allows for granting different point values for the two community member types.
Uses Lithium blog as a travel storytelling container for members, revolutionizing the way people share and remember their travel experiences
Integrates with Google Maps™ and includes the capability to geotag blogs so they are searchable on Google Map interface
Allows Search travel stories with filtered data leveraging profile data and Google Maps to enhance the experience
Beautiful design overlay on search and storytelling board to leverage gorgeous community travel photos.
Barclaycard Travel – #1 & 2 Gamification & Miles = Loyalty
Profile page displays badges, miles earned, key profile information and the travel stories members have shared . Miles notification speaks to cardmembers and non- cardmembers – and the miles they have. Both sets of miles have distinct, real cash value.
Barclaycard Travel – #3 Blog as Travel Storyteller
Barclaycard Travel - #3 Blog as Travel Storyteller
…and once opened , the full story can be explored.
Barclaycard Travel - #4 Google Maps Provide Stories with Visual Context
All of the details the storyteller has provided are mapped using Google Maps data.
Barclaycard Travel - #5 Filtered search to find stories
This module allows members to search for stories that will be tailored for them based on their profile.
Barclaycard Travel - #5 Map Search
Members can expand the map and search for the last 250 stories.
Barclaycard Travel – #6 Design
Lithium provides a beautiful home for these travel stories and stunning photos from the community – throughout the site Lithium modules are simply and elegantly displayed enticing members to interact with the stories.
Our business results
In just 5 months since the marketing launch, Barclaycard Travel has added close to 50,000 registered users, had nearly 1M page views and granted 8.5M credit card miles to customers. We are very pleased with these early results and all due to the innovation we’ve been able to achieve leveraging Lithium’s platform.
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Company: Fox Sports Australia
Entry submitted by: Shae Marlow (ShaeM) Community Manager
Community: The Crowd (http://thecrowd.foxsports.com.au )
Lithy category: Most Creative Promotion or Launch
FOX SPORTS is Australia’s leading producer of sports television coverage and is home to Australia's favourite subscription TV sports channels, as well as Australia's number one general sports website – foxsports.com.au.
FOX SPORTS’ mission is to take fans closer to their favourite sports than ever before. We feed the passion of fans and give them access to sports, players and insights like they’ve never had - offering them an entertainment experience like no other, every day of the week.
Sport is incredibly tribal and controversial topics arise every day that people want to talk about. The vision was to offer the more passionate sports fans a seat at the table, to discuss the hottest topics with the best sports talent in the country.
The Crowd is a new FOX SPORTS community forum which offers fans and readers a place to offer their comments, thoughts and opinions on what is happening in sport at any time – the ultimate home of sports conversation in Australia.
The Crowd key outcomes:
Own share of voice of sports conversation in Australia
Build fan engagement by providing a platform for fans to interact with the best sports talent and key influencers in Australia
Monetise through third party advertising
FOX SPORTS Australia is the leader in delivering sports entertainment and so in order to bring a new and innovative digital product to life in a competitive market, it was important to align with Lithium.
Lithium provided a market-leading platform for FOX SPORTS to launch The Crowd with immediate community vibrancy and the most innovative user experience – a forum at the forefront of sports communities in Australia. The Crowd has been the most important digital product to come out of FOX SPORTS Australia in five years.
Lithum has enabled The Crowd to integrate existing FOX SPORTS digital and social strategies as a way to drive deeper engagement with fans, with immediate success.
Launching an engaging and interactive sports forum in Australia required igniting the passion and excitement from within FOX SPORTS fans and continuing the FOX SPORTS promise of delivering the best and most entertaining experience like no other.
The launch promotion worked in three key phases.
STAGE ONE: EXCITE
Objective: To raise curiosity of sports fans within an established and competitive environment.
Promotion included: A teaser TVC, version 1 of print, ad banners, social, guerilla marketing, eDM, key influencers and internal employees.
2. STAGE TWO: IGNITE
Objective: To raise awareness of The Crowd as the ultimate online destination for sports fans to continue their conversations.
Promotion included: Second more functional TVC, print, ad banners, social across facebook, twitter, google+ and youtube, FOX SPORTS talent, PR, eDM, key influencers and partner properties.
3. STAGE THREE: ENTICE
Objective: To convert awareness into interaction, by adapting creative based upon key learnings and evolving integration across on-platform and off-platform executions.
Promotion included: Honing various executions to drive key metrics of posts and registration numbers, including social, eDM, guerrilla and specific digital media display advertisements targeting other forum users from across different Australian verticals. Most importantly, content from The Crowd began integrating across print and TV.
ALWAYS TALKING SPORT? JOIN THE CROWD speaks to genuine sports fans, letting them know they have a new home to engage with likeminded enthusiasts. To build strong brand equity this was executed across different mediums to achieve high brand recall.
The integrated campaign launched with more than 14 different creative executions across more than 30 touch points, resulting in the most successful digital product launch for FOX SPORTS in the last five years. The immediate community vibrancy has exceeded all KPIs, including over 2000 posts in the first six weeks.
VIDEO: FOX SPORTS Australia launches The Crowd
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Entry submitted by: Scotty Jackson (deturbulence) Sr Strategy Manager
Community: TELUS Neighbourhood (forum.telus.com)
Lithy category: Excellence in Customer Satisfaction
At TELUS, we put customers first – This is underlined by our Customer Declaration.
We're not perfect, but our employees are deeply motivated to consistently delight our customers. We know that getting better means making sure we're listening to you.
That’s why we’re embracing new ideas that will make your TELUS experience better, everyday. We’re on a journey to build on your trust by being clear, helpful and dependable.
In other words, at TELUS, we put you first.
Within TELUS, our social media team plays an important role in bringing our Customer Declaration to life.
In 2010, we started listening and responding to customer mentions of “telus” on Twitter. This was done using our enterprise platform (Radian6) with a very small team of contact centre agents, looking at only our Mobility line of business.
As we gained experience and the channel became more active, we found we could not only serve customers, but also exceed their expectations by listening to discussions and engaging.
In 2012, we added additional agents to support Home Services and created more robust processes to enable communication and hand-offs between operations, public relations/corporate communications, and marketing. These processes have evolved into meaningful partnerships, with the business aligning behind common goals of putting our customers first, and having teams that historically did not inter-operate collaborate on a daily basis.
Having established a uniquely agile and cross functional team, we have been able to consistently exceed our client’s expectations. By building relationships through Twitter, Facebook, and our online community, we have increased customer loyalty which is reflected in our 77% Top 2 Box Likelihood to Recommend and 88% Top 2 Box customer satisfaction client survey results.
Screenshot from http://twitter.com/telussupport
As we, from a social service standpoint, were getting more and more involved in delivering customer experience and support through engagement, we found that we needed tools and technologies focused on engagement to suit the needs of this growing channel.
To that end, in the back half of 2012, we undertook an evaluation of a multitude of social tools to not only underpin our engagement and customer experience needs, but also to grow our social capabilities. We selected Lithium Social Web as the best tool for our needs based on routing, case management, tagging, and reporting. These capabilities not only empowered the operational teams to really own social engagement, but also gave them credibility internally.
In early 2013, LSW was implemented, enabling our operational team with clear lines of accountability and responsibility on a case by case basis, also giving us insight to volumes, times, and topics of conversation. Supported by this capability, we opened our historically closed Facebook wall to customer posts, allowing customers another communication channel with TELUS, and in to a sustainable workflow process.
To further our strategy of putting customers first and our goals of delivering strong social experiences, we began work on the TELUS Neighbourhood, a Lithium community, in March of 2013. Launching in June, our community serves as an opportunity to ensure support content does not expire/evaporate as it does on Twitter (due to Twitter’s velocity), as well as to enable the growth of superusers and brand advocates. Further, we can leverage it as a draw to bring social experiences on-domain, closer to self serve capabilities and to shopping.
Screenshot from http://forum.telus.com
Our efforts in the social space have taught us the need to develop people and skillsets directly related to social service. To that end, we are developing a formalized team (outside of the typical contact centre agent pool) with a distinct mandate, learning and development track, and set of success metrics to properly grow and sustain our social service efforts. This team will own all operational activity, and will continue the active collaboration with PR and marketing teams.
As we move in to 2014, we are finding new ways to leverage social insights internally. We are partnered with web teams, as our community activities demonstrate content customers are most hungry for, based on authorship and views, which inform web development and content authoring/promotion. Operational enablement teams are also receiving our feedback and insights to better tune our processes.
Additionally, we are able to springboard off of our community design and internal partnerships to launch TELUS Ideas, providing us yet another stream of insights in to the customer experience, directly from customers. This, coupled with our work to introduce a gamification strategy, continues to unite the organization internally to better hear and serve our customers.
Ended year by reaching an average total response time of 25 minutes in Q4
Quality survey results say:
If a colleague, friend or family member were looking for services such as home phone, Internet, TV or Wireless, what is the likelihood that you would recommend TELUS to them? 77% Top 2 Box
How would you rate the performance of the TELUS social media support agent for the level of service you received? 88% Top 2 Box
After your experience with TELUS’ social media support team, how likely are you to share your experience with others? 86% Top 2 Box
Ended year by reaching an average total response time of 118 minutes in Q4
TELUS Neighbourhood (Lithium Community)
5.6k+ forum posts
1.3k+ Accepted Solutions
Estimated 28.7k+ live contacts displaced
11k+ completed registrations, 254k+ logins
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Entry submitted by: Emilio Rodriguez Menendez (UT04546) Community Manager
Community: Comunidad Movistar (comunidad.movistar.es)
Lithy category: Support Savings MVP
Telefónica is one of the world leading integrated operators in the telecommunications sector, providing communication, information and entertainment solutions, with presence in Europe and Latin America. It operates in 24 countries. As of September 2013, Telefónica’s total number of customers amounted to 320.3 million.
Telefonica Spain’s 2014 goals focused on the following:
Reduce customer support telephone calls
Increase CSI in social environments
Increase commercial leads to homepage
Improve SEO positioning (especially for FTTH and 4G)
Improve the tone of the Internet buzz towards Movistar
Improve customer self-servicing
Through our Lithium-powered community, we were primarily able to support our call reduction goal with significant cost savings in 2013. In addition, community has increased our CSI, CHI, and NPS, as well as acquisition and traffic. Here are some of our results in those areas (also see our Digital Strategy Leader entry for additional results):
- Customers are thrilled with engaging with the service provider and peers in a thriving engagement hub. Our community boasts a Net Promoter Score (NPS) of 76% in response to the question “would you recommend us to your friends and family?”
- Customer Satisfaction Index (CSI) of customers attended in the Community: 9.1
- Community Health Index (CHI): stable over 700 during the last year (Top 5 in Telco Sector )
- Telefonica’s landmark product, Movistar Fusion, an integrated offering that brings together broadband, mobile, landline, and television services all in 1 simple package, has achieved successful results since the launch in October 2012. Before the official commercial launch, Fusion was introduced to the community for a few weeks prior as the central communication hub, where customers generated hundreds of posts ranging from billing questions to general excitement and feedback from members who were eager to either sign up or switch their existing plan to Fusion. To this day, the Fusion FAQ on the community is still one of our most visited posts—approximately 85,000 unique visits with over 700 posts since the FAQ was posted in September 2012. This helpful FAQ has contributed to Telefonica’s increase in call deflection.
The thriving Movistar community has provided tremendous cost savings for Telefonica:
- 56% of surveyed community members indicated that they were able to get a resolution through the community without needing to call customer service.
- Of those 56%, 65% of them declared that they may have called our call center if they hadn’t found the answer they were looking for through community.
- As a result, we received 15.2M visits to our community and avoided 5M calls, which amounted to €10 million in savings in 2013.
Here is an example of a hot topic that community was able to resolve: How to change the Wifi router password (385,000 visits):
Another example of a popular issue that community was able to resolve: How to switch the voice mailbox off (300,000 visits):
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