Company: Fido (Rogers Communications)
Contact: Caroline Lalonde (Social Media Support and Community Manager)
Community: Fido Community
Lithy category: Social ROI Titan
Fido connects Canadians to the things they love through its ultrafast LTE network, as well as services such as Fido Pulse Plans and Fido Home Internet (Fido Home Internet currently only available in parts of Ontario).
Fido was originally launched by Microcell Solutions Inc. in 1996 and went on to revolutionize the wireless industry in Canada with a unique approach to pricing, a money-back satisfaction guarantee and more. Today, we continue to move ahead with new voice and data technologies as well as the latest in wireless Internet services to keep you connected to what matters most in your life.
The Fido network consists of three network technologies GSM, 4G HSPA+ and now LTE – the new global gold standard of wireless technology. Fido wireless compatible devices fall back onto each network, assuring you have a network to fall back onto. Fido also offers its customers access to the FidoTM wireless network coast-to-coast and with over 300 roaming partners in over 200 countries your device will be compatible wherever you travel.
Our Community and LSW goals for 2015
Our goals were to:
- Redesign the customer experience
- Grow our channels, while improving our response time
- Increase cost savings by deflecting contacts from our customer service channels
- Optimize how we treat customer service requests on our Social Media channels
Areas of focus
We placed emphasis on the optimization of the Community as both a self-serve peer to peer support tool, and as a channel for Customer Service. The redesign of the Community was necessary in order to increase the traffic flow by attracting more customers to the Community, consequently reducing contacts to our customer service channels and reducing the associated costs.
We also revised our Social Media practices and built on our 2014 implementation of LSW, which allowed us to better control our response time by improving how we manage our incoming customer requests, in both volume and priority.
Once our Social Media support process was optimized and the Community redesigned, we turned our efforts towards promotion.
Our promotional tactics for the Community included advertisements:
- On our Social Media channels (2.8M people reached in 2015 on FB alone),
- On our website,
- Through emails to customers,
- Through other customer service channels (phone, chat, IVR),
- Via internal promotion (newsletters, presentations…).
For the promotion of our Social Media support channels, we included a mention:
- On our website’s Contact us page,
- On our Social channels,
- Through emails to customers
- Through other customer service channels (phone, chat, IVR)
We worked hand in hand with Lithium, as well as with other internal departments, in order to redesign the Community, enhance our use of LSW, and maximize the outcomes of our promotional efforts.
Here’s an example of the Community/Social Media email that is sent to new customers:
LSW, the Super Tool
LSW has proven to be the ideal tool to help us achieve our cost-saving goals. Not only is it essential to our internal support process, it has changed the way we work with our customers, both on Social channels and on the Community. Here are just a few examples to demonstrate how LSW has reshaped our operations:
- Community response time: Moderators can “snooze” posts for a certain amount of time, based on our response strategy. The snooze functionality is essential to our Community moderation process. We snooze non-account specific inquiries, to give other Community members a chance to respond. If no one responds, we step in and assist. This incredibly useful functionality ensures no one is ever left unanswered.
- Community moderation and PM: Moderators can take over the PM conversations from other moderators once their work shift has ended, greatly increasing efficiency and customer satisfaction.
- Information centralization: All customer information is now centralized, including contact info, and even notes for internal purposes.
- Profile merging: LSW allows us to merge customers various social profiles, so we always know who we are speaking with.
- Knowledge Base: Another incredible LSW feature. We use it to promote the Community on Social Media, as well as for useful links on our website.
- Analytics: Analytics helps us with reports and the analysis, such as our volumes (incoming posts, responses), response time, top topics…Thanks to Analytics, we can clearly see what our customers are chatting about, which allows us to address potential issues in a more efficient manner.
- Tags: Tagging conversations gives us better business insights, which in turn allow us to better serve our customers by identifying potential trends and proactively reacting to them, improving overall customer satisfaction.
- Rules and Routing: Through key words, we can proactively engage and offer help to people who talking about us but aren’t specifically reaching out to us. This shows our customers that we’re always willing to help and we’re not afraid to be proactive.
- Support: LSW helped us support the launch of FB Messenger and Twitter DM enhancement and in turn provide a better customer experience.
- Klout: Allows us to prioritize influencers within our Queues and offer support accordingly.
Our Results
The integration of LSW as our primary Social Media and Community customer response tool proved to be seamless and incredibly effective.
Community
In 2015 alone, we successfully reduced our Community response time by 93% compared to 2014, and recorded a 44% increase in Community member registrations. We ended the year with a CHI 159 points higher than in 2014, and based on the information from our customer surveys, we registered over $385K worth in call deflections from our contact centres. Our Solution views increased by a massive 323%. For our first quarter in 2016, the information derived from our customer surveys indicate over $645K in call savings.
Social Media Support
For our Social Media Support channels, we recorded over $325K in cost savings, again based on the information from our customer surveys. We also reduced our response time by 87%, and merited an NPS score of over +60 at year’s end. For our first quarter in 2016, we’ve already registered over $110K in cost savings.