Company background: Sprint Corporation is the fourth largest telecommunications company in the U.S. with over 60 million customers; we have wireless service in more than 200 destinations around world. Sprint offers wireless voice, messaging, and broadband services through its various subsidiaries under the Boost Mobile, Virgin Mobile, and Assurance Wireless brands, and wholesale access to its wireless networks to mobile virtual network operators.
Contact: Allison Fasching
Title: Sr. Social & Engagement Strategist
Related URLs: Sprint Community, @Sprint, @SprintCare, Sprint Facebook
Lithy category: Social Support Champion
In 2017 Sprint was looking for a way to streamline our Social efforts across multiple channels, Care, Marketing & Brand. We had significantly improved our rate of engagement last year, now we wanted to significantly improve our Customer Experience. Since we already had an excellent partnership with Lithium, we looked to them for a solution. We were already using, LSR, Communities & Secure Message, so we made the decision to go with their Marketing outreach solution. With that decision, it only made sense to enter into an Enterprise Level Agreement, providing us with access to all Lithium tools, development hours, dedicated technical & Community support which included moderation and administration. We had it all, now what to do with it?
We had significantly improved our rate of engagement last year, now we wanted to significantly improve our Customer Experience.
There were a few things we wanted to work on to improve customer experience.
So, we started a Social Revolution!
Rather than working our Social Media customer contacts with a call center approach, we wanted a personal approach. We wanted to break the mold, and truly connect with the customer, with personalized support & one stop resolution rather than just moving on to the next issue, privately.
We hand selected call center reps, with strong social skills and trained them to be customer engagement experts. They were trained to make connections with the customer, in public. While the need for secure messaging will always exist, we wanted to begin providing more public solutions, so customers could easily find the answers to the top call drivers. We also trained the agents to connect with the customer, taking time to observe and form a mental picture’ that helped them relate on a personal level. This let the customers know we were real humans who are listening, not just robotically asking them to “go to private message”. We stopped responding to non-actionable posts, stopped the use of scripts to avoid the robotic responses. Stopped the constant apologies. We started to focus on solving the customer problem publicly while creating a personal connection. Overall, we reduced the noise and tedious, unnecessary work, engaged in smart, savvy ways and thereby drove an improvement in brand perception.
Meet the new S.M.A.R.T Agents - Social Media Advocacy & Resolution Team.
Tons of Passion & Personality!
They are specially trained with a combination of Brand, Marketing & Care objectives.
Using our newly combined suite or Lithium tools, our Brand Marketing teams tagged select branded content via Manage View, then assigned via LSR. Lithium enables Brand teams to view the assigned content in their Watch dashboards and evaluated brand messages to share back with SMART team leadership.
Our initial results
Social Care (Facebook, Twitter, TCS)
Community MOM changes
By increasing views of “public” accepted solutions by 20%, we were able to increase not only our call deflection but our total contact deflection.
From a platform perspective, the ELA allowed us access to every Lithium tool and resources to build what we needed, to bring together the Care and Marketing teams. We can easily work cross channel with the awareness and visibility to all. We are connecting with customers on a personal public level, which ultimately leads to increased satisfaction, transparency and loyalty.
Social Revolution Team: Allison Fasching, Christy Wolf, Kathleen Stallard, Nicole Beck, Corrie Taylor
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