Company background: TELUS (TSX: T, NYSE: TU) is a dynamic, world-leading communications and information technology company with $14.8 billion in annual revenue and 15.3 million customer connections spanning wireless, data, IP, voice, television, entertainment, video and security. We leverage our global-leading technology to enable remarkable human outcomes. Our longstanding commitment to putting our customers first fuels every aspect of our business, making us a distinct leader in customer service excellence and loyalty. TELUS Health is Canada's largest healthcare IT provider, and TELUS International delivers the most innovative business process solutions to some of the world’s most established brands.
Contact: Kathryn Percy
Title: Business Consultant
Kudos Category: Better Together: Customer Engagement
1. Tell us about your integration as well as your goal and key strategies.
At TELUS, our top priority is putting our customers first. This means offering the very best products and services and supporting them when and how they want it with a strong focus on social media customer experience. One of our 2019 goals was to provide best in class self-serve solutions through increased digital adoption while supporting contact offload. We’ve successfully done this through combining content creation on the TELUS Neighbourhood and the Khoros care platform.
In August 2019, our TELUS webmail had a major outage disruption that impacted our customers abilities to access, receive or send emails. Within the first week of the outage, we saw an influx of more than 4,000 social media mentions. Key strategies implemented during this outage included a deeper integration between our TELUS Neighbourhood and our TELUS social channels, tailoring content based on analytics and communicating to customers on the social media channels they prefer to use.
2. Share your plan with the target audience and how your digital technology helped provide a better customer engagement experience.
At TELUS we believe in putting our customers first and transparent communications on platforms that customers use regularly.
Once we received confirmation of the outage affecting the bulk of TELUS’ webmail customers, a telus.com outage portal was immediately developed and implemented. This portal was crucial when engaging with customers in a public setting over social media. In the first week, we saw 4k mentions on Twitter and Facebook with a heavily negative sentiment. The Social Media Operations team leveraged the Khoros Care platform to efficiently respond and support around the clock to ensure all actionable mentions concerning the outage were resolved.
As part of our team’s community strategy, we regularly review analytics and tailor content based on the community’s needs. We noticed a strong presence of customers conversing on the TELUS community - we responded with a detailed Blog post that was updated as the outage progressed. Our final response was an apology video on the TELUS Neighbourhood. This video was a transparent apology by our Chief Experience Officer, that included next steps on how we would resolve the issue.
3. What were the results? Tell us how it helped you meet your strategic goals. Please include metrics if possible.
We believe the team should be rooted in both service and content creation excellence, then work to meet that demand with social content. In doing so, we engage and satisfy our users while saving organizational costs.
Here’s a summary of key metrics from our webmail outage:
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