The Fitbit Community Team was formed in 2013 with the mission of providing users accurate information, timely inspiration, and a complete support experience through broad social listening and on-brand engagement across an increasing variety of digital platforms.
Company: Fitbit, Inc.
Entry submitted by: Allison Leahy (Director of Community)
Community: Fitbit Community
Lithy category: Digital CX All-Star
As the leader in the connected health and fitness market, Fitbit’s mission is to help everyone live healthier, more active lives. By combining the power of technology with insights, inspiration and guidance, Fitbit helps people reach their health and fitness goals.
The Fitbit Community Team was formed in 2013 with the mission of providing users accurate information, timely inspiration, and a complete support experience through broad social listening and on-brand engagement across an increasing variety of digital platforms. Over the past year, we have rolled out several initiatives to increase coverage, decrease time to response and resolution, and understand and improve the social customer experience.
Proactive case creation
We aim to provide quick and complete support interactions through social channels, but also recognize that certain scenarios will always require email exchange. When we reach the limits of the support we are able to provide on open social channels, rather than redirect the customer to another channel, we will proactively transfer that contact to our technical support team utilizing the Lithium > Salesforce Connectors for Lithium Social Media Management (LSMM) and Community.
Taking the extra step to transfer the contact results in shorter overall time to resolution, less wasted effort, and a more complete social care experience (figure 1.1); we’ve also found that it improves CSAT scores for that same issue and time period.
Furthermore, proactive case creation helps us to better identify the most appropriate channel to address specific issues (figure 1.2, 1.3) and will guide our channel steering efforts in 2017 so that we can further improve multi-channel support for our customers.
Figure 1.1: Social post volume transferred to another channel for resolution
In December 2016, we changed our approach from simple redirection (red) to full service case creation and contact transfer (green), resulting in an improved full-service experience for thousands of social customers.
Figure 1.2: Contact transferred from social to case by issue type
Tracking the types of issues we’re transferring from social to other channels will enable us to steer customers to the ideal channel so that they can receive optimal care and experience the shortest total time to resolution with the least amount of effort.
Figure 1.3: Contacts transferred from community (top) and social (bottom) to case by issue type
Tracking the types of issues we’re transferring from community to email will enable us to steer customers to the ideal channel so that they can receive optimal care and experience the shortest total time to resolution with the least amount of effort.
Increased Direct Message usage on Twitter
Interactions over Twitter Direct Message provide faster resolutions, easier communication, and decreased financial impact for the company. The ability to communicate private account details using more than 140 characters is a significant asset for our social support team.
To make the best use of this feature, we updated the Twitter link on our contact page to direct customers to DM communication. We also began to utilize the “Insert DM link” feature within Lithium SMM for Service to cleanly move public conversations to DM when needed.
We are now moving over twice as much message volume through private channels, which has enabled us to deliver greater individualized assistance.
Figure 1.4: Twitter DM and public tweet volumes by month
Twitter CSAT initiative
The key to unlocking greater success in social is understanding what is working well and what could be improved. We implemented Twitter CSAT surveys in May 2016 and have been designing advocate coaching and continuous improvement programs based on customer experience feedback ever since.
Twitter CSAT surveys are sent at the conclusion of any private Twitter conversation, which means we’ve been able to generate 8 times more CSAT surveys and just as many more responses as a result of the increase in DM usage.
Figure 1.5: Twitter CSAT survey volumes by month
Changes to the contact page were made in mid-December 2016 and resulted in 2.5x DM volumes
Consumer Review responses on a global scale
It’s not only an Amazon U.S. game here at Fitbit. Thanks to interest from our global product marketing teams, we were encouraged to expand our review listening and engagement efforts to more of the regions and languages for which we provide traditional support, including: French, Italian, German, Spanish, and Japanese.
Expanding to these regions resulted in a 189% increase in response during the second half of 2016.
Figure 1.6: Consumer and Mobile App review volumes by queue
Inbound volumes increased by 10% in the back half of the year while engagement nearly doubled.
Our primary goal— providing excellent support on each customer’s platform of choice—would not be possible without tandem utilization of these toolsets. We take advantage of broad social listening and the opportunity to be first-responders to any emerging issues, identifying bugs quickly when they might otherwise have gone unnoticed for days.
We can confidently monitor the health of feature and site releases by listening for feedback, including mentions of errors, syncing issues, and firmware update failures. Proactive case creation has become a vital component in ensuring positive, comprehensive customer care.
With Lithium SMM for Service, we are able to maintain broad awareness of everything from breaking news to casual conversation around our devices. Through Community, we gain deeper understanding of customer experience by participating in, and listening to, the conversation around our products. Features like Accepted Solutions give us a powerful presence through SEO, bringing in traffic from related searches.
Combined, these tools allow us to contribute to successful product and feature launches. Our social metrics are always in high-demand, and teams throughout the company value the analytical perspective we can provide.
Implementing the Community > Salesforce Connector has enabled us to provide more complete resolutions for our community members each month. Not only can we be confident that we are providing those community members with comprehensive solutions, but we’re providing those solutions an average of 40 hours faster than if we had redirected them to contact our technical support team instead of transitioning them, and an average of 18 hours faster than if the customer contacted us through email first. We hope to see these experiences be shared and drive more customers to try community first!
Proactively transferring social contacts to technical support has boosted our overall Twitter CSAT scores, and helped us to highlight the importance of providing a complete customer care experience on each of our channels.
Modifying our support contact CTA has driven the shift to DM, increasing DM volumes 2.5x to make up over 40% of total Twitter message volume. This in turn has helped us to generate over 8x Twitter CSAT survey volume and capture greater, more actionable insights into the social customer care experience. It was because of these insights that we started to offer a guided handoff to technical support and are planning to invest even more in our channel steering efforts.
Expanding consumer review support to new locales, including France, Italy, Germany, Spain, and Japan, enabled us to respond to over 19,000 global reviewers in 2016. We have worked to categorize the input we received from over 120,000 reviewers around the globe and weave their words into a rich tapestry of customer feedback around our device and app experience. These insights, along with other social data, help the company to make community-minded decisions about the direction of the product and its feature set, and are an invaluable part of innovation at Fitbit.
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