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Company: Fido (Rogers Communications)
Contact: Caroline Lalonde (Social Media Support and Community Manager)
Community: Fido Community
Lithy category: Social ROI Titan
Fido connects Canadians to the things they love through its ultrafast LTE network, as well as services such as Fido Pulse Plans and Fido Home Internet (Fido Home Internet currently only available in parts of Ontario).
Fido was originally launched by Microcell Solutions Inc. in 1996 and went on to revolutionize the wireless industry in Canada with a unique approach to pricing, a money-back satisfaction guarantee and more. Today, we continue to move ahead with new voice and data technologies as well as the latest in wireless Internet services to keep you connected to what matters most in your life.
The Fido network consists of three network technologies GSM, 4G HSPA+ and now LTE – the new global gold standard of wireless technology. Fido wireless compatible devices fall back onto each network, assuring you have a network to fall back onto. Fido also offers its customers access to the FidoTM wireless network coast-to-coast and with over 300 roaming partners in over 200 countries your device will be compatible wherever you travel.
Our Community and LSW goals for 2015
Our goals were to:
Areas of focus
We placed emphasis on the optimization of the Community as both a self-serve peer to peer support tool, and as a channel for Customer Service. The redesign of the Community was necessary in order to increase the traffic flow by attracting more customers to the Community, consequently reducing contacts to our customer service channels and reducing the associated costs.
We also revised our Social Media practices and built on our 2014 implementation of LSW, which allowed us to better control our response time by improving how we manage our incoming customer requests, in both volume and priority.
Once our Social Media support process was optimized and the Community redesigned, we turned our efforts towards promotion.
Our promotional tactics for the Community included advertisements:
For the promotion of our Social Media support channels, we included a mention:
We worked hand in hand with Lithium, as well as with other internal departments, in order to redesign the Community, enhance our use of LSW, and maximize the outcomes of our promotional efforts.
Here’s an example of the Community/Social Media email that is sent to new customers:
LSW, the Super Tool
LSW has proven to be the ideal tool to help us achieve our cost-saving goals. Not only is it essential to our internal support process, it has changed the way we work with our customers, both on Social channels and on the Community. Here are just a few examples to demonstrate how LSW has reshaped our operations:
The integration of LSW as our primary Social Media and Community customer response tool proved to be seamless and incredibly effective.
In 2015 alone, we successfully reduced our Community response time by 93% compared to 2014, and recorded a 44% increase in Community member registrations. We ended the year with a CHI 159 points higher than in 2014, and based on the information from our customer surveys, we registered over $385K worth in call deflections from our contact centres. Our Solution views increased by a massive 323%. For our first quarter in 2016, the information derived from our customer surveys indicate over $645K in call savings.
Social Media Support
For our Social Media Support channels, we recorded over $325K in cost savings, again based on the information from our customer surveys. We also reduced our response time by 87%, and merited an NPS score of over +60 at year’s end. For our first quarter in 2016, we’ve already registered over $110K in cost savings.
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