Company: Swisscom
Company background: Swisscom is the leading communication telco company in Switzerland with internet, telephony, cloud and TV products.
Contact: Joel
Title: Social Media Manager
Related URLs: https://khoros.com/resources/swisscom-facebook-messenger-technical-incident
Kudos Category: Best-in-Class: Care
1. What were your organization’s digital customer service initiatives? What channels do you support today?
I would like to highlight two cases from 2020:
a)
Our goal was to handle outages at scale (providing care) and with more transparency.
During an outage the volume on social media increases directly. We wanted to use those information for our technicians so that they get insights and can take actions quickly to solve the issue. Therefore we took several actions:
- Establishing a Dashboard which quantifies live the insights based on a granular tagging system on all our integrated channels in Khoros. (FB, Twitter, YouTube, Google myBusiness, LinkedIn, Community)
- Establishing an automated alarm system which informs our technicians, communication and social media team if a certain threshold of incoming posts is reached.
- Establishing 24/7 care service on social media at scale during major outages
- Informing our clients transparently by publishing updates regarding the outage.
- Better post-communication: Analysing the outage in the future in the Swisscom Community (with Q&A)
- Optimising/ combining the digital communication journey social media - community
b) We wanted to provide care at scale for our Swisscom Shop Reviews on Google
Our Swisscom Shops are a very important touchpoint for us. We are providing sales, care, repairs and so on. Clients get to experience the brand with all of their senses. As they are visited lot, people like to give us feedback on Google. We wanted to gain insights from those feedbacks and also write back to every customer. No reaction at all seemed rude to us. This is only possible if you can provide such a service at scale (unify wordings, same customer journey...) Thanks to Khoros Care we were "live" after just a few weeks and were therefore their first brand worldwide who provided google myBusiness support at scale.
2. What was the most important issue you were looking to solve via your digital technology (e.g. community and/or social media management platform) — and what makes your approach to that achievement unique?
a) Turning critics during outages into a positive brand experience is a very hard thing to do. Thanks to Khoros Care we were able to quickly analyse the customer feedback (could forward those insights to the our technicians) and we could also provide care support at scale. So, since July, our team is working during big outages 24/7. As social media never sleeps we shared the opinion in the team that we needed to adjust to our clients and if they experience an outage during the night, it's our responsibility and job to provide care.
b) for the google reviews we wanted to assist our clients if they had a bad experience in one of our stores by listening to them, quantifying their feedback to improve our store experience (online-offline actions) and to provide additional contact options for the clients if they need more help.
3. What 1-3 metrics best describe your success? (e.g. CSAT, call deflection, cost reduction, agent efficiency, response speed, resolution rate, etc.)).
a) During several outages in February we scored:
Sentiment Convsersion: Negativ-positive: 43% - Neutral - positive: 42%
SLA of 86% (2h) despite a volume increase of 63%.
b) 100% response rate for the swisscom shop reviews on google.
