Company: Telstra
Contact: Emma Sisios
Title: Community and System Enablement Lead
Related URLs: https://crowdsupport.telstra.com.au/
Lithy category: Social Support Champion
1. What were your organization’s social customer service initiatives in 2017-2018?
One of the social customer service initiatives in 2017-2018 was to improve the functionality and user experience of community so our members and customers could easily navigate the forum to source information and self-serve when required and make the site mobile responsive. This was identified as a core business issue, which impacted customer experience and value of community in the digital age.
2. What was the most important customer issue you were looking to solve via your digital technology (e.g. community and/or social media management platform)? What makes your approach to customer satisfaction a gold standard in the industry?
The most important customer issue we were looking to solve was to help customers easily access and find self-service content. This warranted a redesign of the community, including implementation of Single Sign On authentication (SSO) and updated creative consistent with Telstra’s other digital properties. We also built an enhanced, mobile responsive experience so our customers could access CrowdSupport content more readily – to find a solution to their problem simply and easily. Improved gamification saw the introduction of new badges for achievements earned; while simplified user profiles saw the inclusion of members being able to add a bio, new avatars and owned devices. Badges and gamification have helped to foster a competitive spirit among members, which leads to connectivity, more interactions, posts and solutions. The introduction of an NPS measure also helped us track if content and responses were helpful or not. This data provides insights enabling community managers to create more targeted, specific and relevant content. Finally the ability to personalise an individual’s News Feed means members can view content that they value, which fosters advocacy for community.
3. Please share customer satisfaction metrics, both qualitative and quantitative, as well as agent and response time metrics (e.g. CSAT, decreased customer complaints, call deflections, agent SLA, manual processes eliminated)
The redesign and SSO functionality has boosted weekly registrations to 2,000 per week from 800 per week. Accepted solutions have also increased by 10%. Whilst our Unique Visitor metrics have also increased from 850-900K per month to close to 1 Million per month.
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