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Entry submitted by: Bill Gerth (Gertht96) Director, Customer Service Strategy & Ops
Lithy category: Excellence in Customer Satisfaction
Comcast, a Fortune 50 Company, is the largest mass media and communications company in the world by revenue. Comcast is also the largest cable and home internet provider in the United States, servicing customers in 40 states. Comcast strives to provide superior customer service through all channels – traditional and atypical. An early adopter in using social media in the Care space, Comcast spends considerable energy and resources developing and implementing its digital strategy. Social Care and engagement is managed within Comcast’s Care team, National Customer Operations. Our goal is to support customers in their preferred channel while enhancing the customer experience and expanding product knowledge. While social care is still new to most organizations we quickly recognized that there are critical areas of focus to deploy a successful program. Being able to effectively measure our efforts and to tell our story to the broader organization is key to determining our impact on our business goals.
Comcast recognized the value of engaging with customers through social media early on and became an industry leader in the social environment. However, Comcast had no scalable, efficient solution that enabled employees to connect with customers. It was difficult to understand how many resources were needed to support customer demand for social engagement. Lithium’s solution has provided the scalable and seamless agent to agent and agent to customer workflow we required. Comcast has been using Lithium for all social care engagement for a year and, through our robust social care scorecard, are now using social data to drive change in the organization. Among our core social care metrics are In Channel Resolution rate – resolving the customer’s issue immediately in the initial social channel – and Escalation Rate – forwarding the customer to another team for resolution. Effective management of these business objectives requires clean, easily accessible data. With this specific, reliable data we made effective changes in our team management to consistently meet those objectives and have begun to develop scaled forecasting models. This means more in-channel solutions for richer content and increased peer-peer and self-service opportunities. Comcast also utilizes the voice of the customer feature within LSW, achieving 100% customer satisfaction month after month. While a relatively small portion of overall Comcast customer contacts, the DMO team has also contributed to year over year increases in overall self-service, Voice of the Customer and JD Power & Associates scores. Specifically:
The Digital Media Outreach team has been recognized for being at the forefront of social care by numerous high profile blogs, public news articles, published in numerous books and known as an industry leader within the social environment.
The Lithium tool enabled us to quickly identify opportunities to create a better customer experience. Within three months the changes were made and scores increased significantly. The top two KPI’s are in-channel resolution and tickets being escalated as you see color coded below. As you can see, our in channel resolution rates doubled since we began using LSW while our escalation rates have continued to decline:
SOC: The Early Warning System enables a real-time escalation and proactive response from the brand. Due to the effectiveness of Twitter and other similar platforms, we are able to identify events almost 30 minutes in advance compared to traditional lines of support.
Below are some examples of DMO recognition in customer satisfaction.
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