Company: Swisscom Company background: Swisscom is the leading provider of communication, IT and entertainment in Switzerland. As number 1, we are shaping the future. Together we inspire people in the networked world. Contact: Joel Viotti Title: Business Owner Kudos Category: All-Ways Connected 1. Tell us about your digital customer experience: When and why did digital customer experience become a focus and priority for your organization and what technology(ies) did you decide to implement to help you, and what problem(s) does it help solve? Why we focus on digital customer experience? Because we listen to our customer’s needs. Customers these days want to use the channel of their choice. We want to make it easy for them if they need service. As we love our customers, we want to provide the best experiences across digital touchpoints. With so many social media channels and new up-trending touchpoints like Google Business Messages the digital world can be quite complex to handle but it also provides many opportunities to create customers for life and improve every step on the customer journey and products through quantified analyzes. 2. What are the benefits of having an integrated community and social media management platform for your organization? How does it improve your strategy for digital customer engagement? Being always connected with our customers through various touchpoints presents many advantages: Ability to provide digital care at scale and improve the overall brand’s digital appearance by taking on new channels even with a small team. Generate a much better 360° view of our customer’s needs to improve our products quickly. In depth analyzes help us improve our content strategy on Swisscom Community as well as our social media channels. Managing digital touchpoints within a single tool helps us detect incidents in their early stages. Through customer feedback, insights are instantly available for our technicians. Treating highly technical questions in a 1:1 environment isn’t the most effective way of dealing with those. Verified and 24/7 available solutions in our Swisscom Community therefore help us relieve other touchpoints. 3. What are your digital results? Please provide your business outcomes and results because of your digital customer experience approach in quantifiable metrics (e.g. revenue, Net Promoter Score, cost savings, brand reputation). Even though we have a small team we were able to implement Google myBusiness reviews for all of our 116 Swisscom Shops within 4 weeks and now handle Instagram private messages as well. Starting at the end of last year and starting this year we implemented Google Business Messages for all of our 116 shops as entry points. GBM in my opinion has potential to completely disrupt customers expectations regarding digital customer service. Being able to handle these touchpoints within Khoros Care we maintain a high social media tNPS of 64 points and an SLA of 90% during business hours. Khoros Care also helped us achieve a neutral to positive sentiment conversion of 40% in care dialogues cross channel. The channel share of the Swisscom Community was almost doubled in 2021 compared to 2020.
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Company: Swisscom Company background: Swisscom is the leading provider of communication, IT and entertainment in Switzerland. As number 1, we are shaping the future. Together we inspire people in the networked world. Contact: Joel Viotti Title: Business Owner Kudos Category: Better Together: Customer Engagement 1. Tell us about your integration as well as your goal and key strategies. Operational Excellence is a core value of Swisscom’s strategy in the next few years. This consists of implementing measures regarding digital transformation, efficiency as well as smart investments. Working towards a digital contact center with Khoros is helping us achieve our vision. With the onboarding of Swisscom’s subsidiary brands in Khoros Care and Khoros Marketing, we were able to further improve the brand’s digital appearance by simplifying processes and aligning analytics. Through a better together collaboration we are further able to improve the ROI using Khoros products. 2. Share your plan with the target audience and how your digital technology helped provide a better customer engagement experience. Better Together across all Swisscom brands By sharing our Khoros Care platform with our subsidiaries Localsearch, Blue and Wingo, we saw positive effects on the collaboration between the brands. New features and workflows can easily be exchanged and implemented for other parties. Using Khoros Marketing for our Blue social media channels, we can take advantage of synergies by the ability to plan, schedule, publish, provide care and monitor posts within the Khoros product suite. In combination with Khoros Community, agents across the brands get valuable insights depending on the customer’s question as verified solutions are automatically displayed within Khoros Care. This helps us maintain a high SLA of over 90% and achieve tNPS results of 64 points and higher. The combination of those products helps us create customers for life. "The efficiency in handling user requests has been increased and we benefit from greater internal know-how and manpower", Frédéric Ruffiner, Social Media Manager blue Entertainment. Better insights leading to smart business decisions Analytics (Care) Monitoring with Khoros Care helps us detect incidents in their early stages. Through smart alarm systems across the channels and brands, stakeholders are immediately informed in case of emergency. This leads to a unified incident communication on our public channels. Managing all public owned channels of Swisscom and their subsidiaries within Khoros Care helps us generate a much better 360° customer view. Customer feedback can be quantified and turned into business actions leading to better experiences and products for our customers. Based on quantified analyzes in Khoros Care, we furthermore improve our content strategy. Content/ Publishing (Marketing/ Community) "Since we started working with Khoros, we are even closer to the pulse of our community. And that's across departments”, Harry Meier, Media Spokesman, Localsearch. Recurring customer questions are being translated into proactive posts in the Swisscom Community. Topics can then be discussed in depth and this further relieves our touchpoints as verified solutions are available 24/7. The ability to schedule and manage publishing cross-channel in Khoros Marketing further helps Blue not just being much more efficient but also be quicker to post time-critical content. This is especially important for our blue-sport-channels as they cover international sports events closely on multiple social channels. This led to a steady growth of followers over the past months. 3. What were the results? Tell us how it helped you meet your strategic goals. Please include metrics if possible. Khoros Care: tNPS of 64 points and a sentiment conversion of 40% (neutral-positive) in Khoros Care for social media touchpoints. Khoros Community: We almost doubled the channel share of the Swisscom Community in 2021 compared to 2020. Khoros Marketing: By using Khoros Marketing our Blue Sports Social Media channel grew by 41%.
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Company: Swisscom Company background: Swisscom is the leading communication telco company in Switzerland with internet, telephony, cloud and TV products. Contact: Joel Title: Social Media Manager Related URLs: https://khoros.com/resources/swisscom-facebook-messenger-technical-incident Kudos Category: Best-in-Class: Care 1. What were your organization’s digital customer service initiatives? What channels do you support today?
I would like to highlight two cases from 2020:
Our goal was to handle outages at scale (providing care) and with more transparency.
During an outage the volume on social media increases directly. We wanted to use those information for our technicians so that they get insights and can take actions quickly to solve the issue. Therefore we took several actions:
Establishing a Dashboard which quantifies live the insights based on a granular tagging system on all our integrated channels in Khoros. (FB, Twitter, YouTube, Google myBusiness, LinkedIn, Community)
Establishing an automated alarm system which informs our technicians, communication and social media team if a certain threshold of incoming posts is reached.
Establishing 24/7 care service on social media at scale during major outages
Informing our clients transparently by publishing updates regarding the outage.
Better post-communication: Analysing the outage in the future in the Swisscom Community (with Q&A)
Optimising/ combining the digital communication journey social media - community
b) We wanted to provide care at scale for our Swisscom Shop Reviews on Google
Our Swisscom Shops are a very important touchpoint for us. We are providing sales, care, repairs and so on. Clients get to experience the brand with all of their senses. As they are visited lot, people like to give us feedback on Google. We wanted to gain insights from those feedbacks and also write back to every customer. No reaction at all seemed rude to us. This is only possible if you can provide such a service at scale (unify wordings, same customer journey...) Thanks to Khoros Care we were "live" after just a few weeks and were therefore their first brand worldwide who provided google myBusiness support at scale.
2. What was the most important issue you were looking to solve via your digital technology (e.g. community and/or social media management platform) — and what makes your approach to that achievement unique?
a) Turning critics during outages into a positive brand experience is a very hard thing to do. Thanks to Khoros Care we were able to quickly analyse the customer feedback (could forward those insights to the our technicians) and we could also provide care support at scale. So, since July, our team is working during big outages 24/7. As social media never sleeps we shared the opinion in the team that we needed to adjust to our clients and if they experience an outage during the night, it's our responsibility and job to provide care.
b) for the google reviews we wanted to assist our clients if they had a bad experience in one of our stores by listening to them, quantifying their feedback to improve our store experience (online-offline actions) and to provide additional contact options for the clients if they need more help. 3. What 1-3 metrics best describe your success? (e.g. CSAT, call deflection, cost reduction, agent efficiency, response speed, resolution rate, etc.)).
a) During several outages in February we scored:
Sentiment Convsersion: Negativ-positive: 43% - Neutral - positive: 42%
SLA of 86% (2h) despite a volume increase of 63%.
b) 100% response rate for the swisscom shop reviews on google.
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