Entry submitted by: Bill Gerth (Gertht96) Director, Customer Service Strategy & Ops
Lithy category: The Organization Game Changer
Comcast, a fortune 50 Company, is the largest mass media 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 though all channels-traditional and atypical. In recent years Comcast spent considerable energy and resources developing its digital strategy. Social Care and engagement is managed within Comcast’s Care team, National Customer. Our goal is to support customers in their preferred channel while enhancing the customer experience and enhancing product knowledge. While social care is still new to most organizations, including Comcast, we quickly recognized that there are critical areas of focus to deploy a successful program. This includes ramping up a strong operational and technological infrastructure capable of integrating social into our broad operations model. This allows social to feed into all organizations providing for both rapid customer engagement and collaboration and message synchronization across all channels.
Comcast’s Digital Media Outreach (DMO) team has set and continues to drive an ambitious social media agenda encompassing technology, operations, broad functional alignment and support from all levels of the organization. Comcast has deployed Lithium products to help meet our goals to make significant improvements in our customers experience using social media. Through the use of these tools we have been able to create broad partnerships across the organization. This includes our communications and PR teams, marketing, operations and quality teams. DMO information is being used to augment business processes ranging from customer satisfaction to retention and sales to outage detection and prevention. The winter Olympics provided an opportunity for Comcast to showcase the social media platform in preventing incidents, resolving customer issues quickly and directly, and engage customers in entirely new and innovative ways.
Lithium’s products and services have supplied Comcast with the ability to track measure and engage with our customers in real-time on preferred customer platforms. This includes:
Lithium social Web was launched as a cross functional solution for organizations to engage properly with customers. Currently we have four organizations using LSW for proper customer engagement and seamless customer interaction.
The Comcast Community forum gives our internal experts (from all over the company) an opportunity to engage with customers who may have concerns with a specific product. The community allows customers to speak with the appropriate internal expert for proper assistance. The community also allows our internal experts to help many with one response. Superusers also play a large part in the community life cycle, assisting with peer-to-peer engagement.
The Social Operations Center delivers social real-time brand content company wide. As mentioned above this is used for multiple purposes to analyze data, catch real time trends about the brand and show team productivity.
LSW: The DMO team is challenged to provide at least a 25% in-channel resolution rate and no greater then a 10% ticket escalation.
Community: The increase of community page views and participation is a key driver of our community growth.
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.
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