One of our core strategic pillars is to create digitally-led customer support platforms that service the daily demands of our customers, are agile enough to shift based on expectations, deflect calls and deliver the best customer service experience possible.
Entry submitted by: Nadia Hudson, Senior Manager, Digital Communities, Service, and Claudia Sagripanti, Senior Digital Project Manager, Digital Sales & Service
Community: Yes Crowd - Optus
Lithy category: Digital CX All-Star
Optus provides a range of communications services that include mobile, national and long-distance services, local and international telephony, business network services, internet and satellite services and digital media services.
As Australia’s second largest Telecommunications provider, our mission is to provide homes and businesses with the latest technology whilst connecting them with engaging entertainment. We have a vision to lead Australia in delivering world-class customer experiences.
One of our core strategic pillars is to create digitally-led customer support platforms that service the daily demands of our customers, are agile enough to shift based on expectations, deflect calls and deliver the best customer service experience possible. Yes Crowd is at the heart of this strategy and this year we deflected 1,521,266 calls from our contact centres and made a colossal 163% increase in costs saved YoY.
How did we do this? There were three different ways:
1. English Premier League
In early 2016, Optus announced its first major step into the world of entertainment as we became the exclusive partner of the English Premier League in Australia. Our plan was to use and hero Yes Crowd to support our customers from the research and purchase stage right through to providing support during live events.
Work began designing and developing a one-stop responsive support hub on the Lithium Community platform where customers could search and browse support content, ask questions directly on an article page, request assistance via Optus Live Chat or ask for support in the community forum. We completed this work at the same time as we implemented a Single Sign On solution to further enrich the customer experience – there’s more on that later.
Launching both the Premier League hub and Single Sign On within days of each other was risky but the reward was well worth it.
Optus EPL - Official Optus Site:
Optus Sport - Help & Support site:
Optus Yes Crowd - Sport site:
We received over 100K visits to the Premier League support hub within the first two months after launch; 90% of these visits were contained within the support hub itself, meaning that only 10% of customers who visited went on to seek further support in the Optus chat and voice channels.
The Premier League support hub on Yes Crowd allowed customers to engage with each other and Optus moderators easily and effectively after launch – we saw over 3,500 specific comments and questions asked in Yes Crowd via the hub. We also saw a colossal 224% increase in registrations to Yes Crowd in the three months after the Premier League launched compared with the three months prior, clearly indicating that we executed a successful digital containment strategy.
2. Single Sign On
Single Sign On enabled Optus customers to log into Yes Crowd and their Optus My Account with one set of login credentials. Prior to the launch of Single Sign On, customers were required to register for My Account and Yes Crowd separately, which placed an unnecessary barrier to entry when they needed to engage with us on the platform.
Here are the results of implementing Single Sign On for Yes Crowd:
3. Timely and relevant blog content
Through our timely and relevant blog content we have ensured that we were able to support our customers at a moment’s notice. The Yes Crowd team provided vital updates and information for: two major handset recalls, the closure of our 2G network and new products and services that we launched. These included: streaming video and music on demand for mobile customers and additional information for customers who exceeded their monthly mobile data allowance.
These initiatives alone saw us deflect over 250k calls and save the business more money than ever.
Our Blog content and support Hub results:
Our impressive digital containment statistics, 163% increase YoY in cost savings and the sheer volume of calls we deflected last year, all demonstrate how we can deliver a seamless digital experience across every touchpoint.
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