Company: Dixon Schwabl (representing Frontier Communications)
Entry submitted by: Jessica DiLuglio (Social Media Account Executive )
Social channel: https://www.facebook.com/FrontierCorp/
Lithy category: Excellence in Customer Satisfaction
Frontier Communications is an S&P 500 company and is included in the Fortune 1000 list of America’s largest corporations. Frontier serves predominantly a mix of urban, suburban, and rural areas across the U.S. The company offers a variety of services to customers over its fiber-optic and copper networks, including video, high-speed internet, advanced voice and Frontier Secure digital protection solutions. Frontier Business Edge offers communications solutions to small, medium, and enterprise businesses.
A focus on customer support
The company’s social media networks are primarily used for customer engagement, support and retention.
On April 1, 2016, Frontier acquired over three million customers from the states of California, Texas and Florida. To manage the anticipated volume of conversation, Frontier needed a tool that could coordinate community engagement between its 100+ customer service representatives, determine strategic workflow of responses and help the company easily serve its new customers.
With Lithium, Frontier was able to help listen to the conversation, identify pain points that customers were having and respond to the customers in a timely manner. Due to the efficiency of Lithium Social Web (LSW), social media became a key source of information for Frontier’s senior leadership. What are the main concerns of the customer? Where is the largest amount of volume occurring? How can we help the customer?
Thanks to LSW, Frontier was able to answer all of those questions and more in a timely and efficient manner. Plus, Lithium has made it easier for Frontier to prepare for business as usual conversations that occur on the page – and will help them transition forward with helping their customers at an optimal level.
LSW helps with customer retention
Frontier’s social media platform is a vibrant collection of customers and prospects that use the social channels to ask questions, seek customer support and learn new information. Since every interaction with the customer matters for Frontier, this online network is vitally important to the success of the company and its digital goals.
For these reasons, Frontier views their social media, and digital strategy, as a customer retention platform. If the customer remains happy they will continue to purchase the services that Frontier offers.
Lithium’s presence for Frontier allows its customer service team to be more efficient and knowledgeable with customers while keeping them happy throughout the communication process. In particular, the workflow operations enabled by LSW allow the Frontier team to work together while helping each customer, ensuring that customers are not seeing duplicate messages or requests.
Plus, Lithium’s data allows Frontier to stay ahead of the game when it comes to customer pain points and trending topics that the company needs to be aware of.
Frontier’s customer satisfaction results
Before the acquisition began, Frontier set a goal of an 85% SLA under 1 hour. During the first few days, Frontier looked at the data and realized that SLA was not reaching the target goal. Knowing what they were tracking at, Frontier was able to readjust and after April 5, the target SLA of 85% under one hour was met each time – it did not get back under 86%.
Other helpful metrics that Frontier was able to track were total inbound posts, volume of Facebook, Twitter and Spanish comments, response time, and top topics of what customers were talking about on social media. By being able to track volume of posts, to topics and its average response time, Frontier was able to find out how quickly customer questions were answered and compare concerns expressed by customers on social media to concerns expressed by customers calling into contact centers. This helped the company as a whole quickly identify service issues before they became widespread.
The Frontier digital management team has continually exceeded its SLA under one hour goals since April 1, and they have been able to do this despite the volume of the social media conversation increasing by 10x since March.