Entry submitted by: Ben Kay (BenKay) Head of Digital Strategy & Social
Community: EE Community (Community.ee.co.uk)
Lithy category: Digital Strategy Leader
As part of a company-wide program to become #1 for Service within our sector, we have taken the opportunity to focus the EE Community and deliver clear (and ambitious) benefits to the organization. While our community is 18 months old, it is only within the last 6 months that we have made some real, demonstrable progress and are delivering operational savings back to EE.
Our strategy for developing the community is based on the Lithium benefits methodology of call deflection. At the start of 2014, we set out a clear ambition (dubbed our 2-3-4 strategy):
Through this clear articulation of the targets, we have built a robust business case that has been shared throughout the organization and is tracked week on week. We are completely transparent with our performance and the benefits we are delivering. This simplicity and transparency has engaged parts of the business previously unaware (and skeptical) of the community and has garnered a large amount of support for our cause.
This support has opened doors to a new level of transparency between our brand and our customers. This transparency is demonstrated by our being open and honest with our community members when there are system/network issues, or when we recently changed terms and conditions and also when we announced a price rise. The benefits have been both intangible and tangible.
Without Lithium we would not have been able to act (and react) in real-time. The flexibility of the platforms allows us to publish content, manage interactions and provide real-time insight back to the business in order to inform better business decision making.
Our 2-3-4 strategy has provided a clear platform both internally and when working with Lithium. In our recent QBR, it allowed me to work with our Exec Sponsor to ensure that all parties are 100% on the priorities, opportunities and plans. This alignment aids collaboration and ultimately project delivery and business realization.
Through a simple, clear and consistent strategy we have seen:
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