The team is passionate about the conversations on social because every conversation matters. So, whether people contact us asking for the latest movies or are struggling with their broadband connection it is up to us to make it right.
Entry submitted by: Lorraine Fleming (Social Media Service Manager)
Community: TalkTalk Twitter
Lithy category: Surprise & Delight
The Social Media Service Team
“Even in the familiar there can be surprise and wonder” (Tierney Gearon)
Sounds like a pretty good ethos to us and something that the Social team has used as its inspiration over the past year. Contacting a Telecoms company might not be the most exciting way for customers to spend their time on social media, but that doesn’t mean we can’t make it a better experience for them. Our Random Acts of Kindness (RAKs) initiative was developed to improve our customer experience and make customers feel valued.
The team is passionate about the conversations on social because every conversation matters. So, whether people contact us asking for the latest movies or are struggling with their broadband connection it is up to us to make it right. By surprising and delighting customers with unexpected, personalized gifts, our RAKs, give them that special customer experience
The goal, strategy and tactics:
Our Random Acts of Kindness campaign was designed to enhance our customer care strategy and change the conversation on our social channels to create increased positive interactions with customers. Primarily seen as platforms to raise customer service issues, we wanted to encourage people to follow us for a different reason and talk about the things that go well as well as those that don’t.
Launched on Twitter in January 2016, RAK’s are given to customers who contact us on Twitter and Facebook. We don’t give them to all customers, it has to be something that stands out to the team, such as an unusual query, a complaint that has taken longer than expected to resolve or an amazing idea posted by one of our customers.
Here is how we do it:
Each gift we send is personal and handpicked to match the individual. We look at their social feeds and get an idea of their interests, hobbies and family life and send something that we think will be special to them. It is this level of personalisation that has really set this campaign apart from the rest.
We have seen tangible results that demonstrate we’ve improved sentiment among customers who receive our RAKs. We have seen increased satisfaction with our customer service and a decrease in customers raising further concerns or complaints.
Customers have shared positive feedback across their social channels expressing their delight at receiving one of our RAKs and have noted how we have made their experience with TalkTalk extra special.
But don’t just take our word for it, we like to let our customers do the TalkTalking… https://twitter.com/evilcrumpet/status/839785469969825793/video/1 (watch video).
RAKS have also proven to be the gift that keeps on giving. We have also seen continued engagement with some customers sharing posts a year down the line.
In addition, we have also seen increased peer-to-peer support and brand promotion.
We use Lithium SMM for Service to keep track of these conversations and build up historical information on our customers so we know what works and what doesn’t. This has allowed us to identify people who are likely to become our promoters and influencers.
Taking a random sample of customers who have received a RAK (see graph below) we can identify a positive change in sentiment following a customer receiving a RAK and this is a pattern we have seen across the board. This definite shift in sentiment demonstrates how RAKs have worked to meet our objectives to enhance our customer care strategy and create increased positive interaction with customers on social media.
Red – negative tweet/post
Amber – neutral tweet/post
Green – positive tweet/post
Black Line – shows where the RAK was sent
The same can be seen with the number of complaints. Once customers have received a RAK no further complaints are raised, again we have seen this pattern across the board.
Number of complaints/issues raised once RAK has been received:
Our Random Acts of Kindness have proved to be an integral way to surprise and delight customers through our Social customer service. They have:
For us the campaign has been hugely successful because whilst customers may not remember what you have done they’ll always remember the way you make them feel.
You must be a registered user to add a comment. If you've already registered, sign in. Otherwise, register and sign in.