The evolving role of social media in telecoms CX
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Transcript of The evolving role of social media in telecoms CX
The evolving role of social media in telecoms CX
Customer Experience Management Telecoms Summit 2015 Darren Choo AVP, Social CRN, StarHub
Agenda
The evolving role of social media in telecoms CXMore customers are using online sources like social websites, forums, blogs etc. to share their experience, views, and expectations about products and services. Increasingly, consumers are turning to social media for purchasing decisions. Social media technology adoption has been rapid in the telecoms industry; however, less than 10 per cent of operators believe they have a comprehensive customer experience platform. • Are you using the right social media tools – reviews and forums directly
impact brand value and top-line• How do you differentiate real feedback from simply noise?• What are the hidden costs of social media—evaluating the true ROI of
integrating new technology?• How can you use social media analytics to innovate products, services
and campaigns and translate them into business value?
Is this your only social media strategy?
0% 10% 20% 30% 40% 50%0%
10%
20%
30%
40%
50%
60%Corporate Website
Friends/ Relatives
Newspaper Ad
Retail Outlets
Search Engine
Direct MarketingRoadshow
Blogs/ Forums
TV Ad
non-SH FB/TwitterMagazine Ad
S. LinkSH FB
Street
Radio Ad
CinemaBanner
YouTube Ad
Source: Mindshare-StarHub New Mobile Sales Survey Usefulness of media in decision making
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Is this your only social media strategy?
In general, how do you seek help when you encounter service problems?
Base: StarHub Research PanelBase: 1,258 StarHub customers
Contact the service provider through Facebook/ Twitter
Online chat with service providers
Visit the service provider’s online community
Visit online forums
Ask Friends / Family
Submit enquiry via email/ online form
Browse the service provider’s website
Visit service center
Call service provider’s hotline
Is this your only social media strategy?
Is this your only social media strategy?
(I) ONLINE REVIEW ACTIVITIES IN P12M
(II) PRODUCT REVIEWS READ (III) ACTION TAKEN AFTER CHECKING OUT REVIEWS
Restaurants36%
Accommodation36%
Movies36%
Food & beverages35%
Travel destinations32%
Airline tickets31%
Used a search engine to find suppliers of the product / service
Visited the product / service providers' website to find out
Visited the store / business
Actually purchased the product / service
Contacted the product / service provider to find out more 15
24
24
43
51
86% 84% 70%Reading other people's comments Watching an online video before
purchaseDiscussing/ posting your own reviews
Base: All respondents, n (‘000) = 3,202Q: Please let us know how often you do the following online activities, for personal purposes, if at all.
Base: All respondents N (‘000) = 3,202Q: And specifically, for what types of products or services did you read these online reviews or
comments from 'every day' consumers in the past 12 months?
Base: All respondents N (‘000) = 3,202Q: Have you been influenced to do the following after reading comments or watching
videos or discussing / posting reviews about particular items / services?
Is this your only social media strategy?
(IV) TOP 3 SOURCES OF ONLINE REVIEWS
(V) ATTITUDE TOWARDS ONLINE REVIEWS
(VI) PRIORITY OF RECOMMENDATIONS
77% understand the pros of a product with an internet
69%
59%
52%tend to be influenced by comments posted by other users
56%
38%
Friends & family
Other consumers
Independent
Company
Base: All respondents N (‘000) = 3,202Q: You mention you have read other people’s comments/ watch online videos before purchase/ reviewed/discussed a product or service online - how have you
done this?
Base: All respondents N (‘000) = 3,202Q: Please rate the importance of each type of recommendation on your
purchase decisions.[Top 2 Box % – Strongly agree & agree]
Base: All respondents N (‘000) = 3,202Q: Please let us know the extent to which you agree or disagree with the
following.[Top 2 Box % – Strongly agree & agree]
Online review site
Online forum
Online community
21
24
38
PLATFORM TO POST REVIEWS
Independent review
Official website
Online community
39
43
45
PLATFORM TO READ REVIEWS
Retailer's website
Official website
Youtube
20
26
61
PLATFORM TO WATCH REVIEWS
Social Broadband Mobile
Is this your only social media strategy?
I want to connect with others who are working on the same problems
I want to know when something is wrong
and what you are going to do about it
I want to tell you when you screw up. I am
happy to tell you when you are doing well.
I want to do business with companies that act in a transparent and ethical manner
I want to know what’s next. We’re in
partnership…where should we go
I want to have a say
Your customer has changed. Have you?
sharing
rating
reviewing
connectingcollaborating
consuming
Do you have the right social media tools?
Social media strategy redefined
Are you publishing relevant, inspiring and useful content that can be syndicated to other networks (eg native advertising and FB/Twitter) and is your content SEO optimised to facilitate search engine to pick up your content?
Do you facilitate reviews, expert Q&As, peer to peer reviews and respond to social media chatter and follow up with re-marketing and marketing automation efforts?
Do you enlist your customers to be your social proof, advocates, collaborators and referrals?
Social media strategy redefined: Generating User Blog Reviews
Don’t Build Your Castle on Someone Else’s Land
Social media strategy redefined: Generating Peer to Peer reviews for higher conversion rate
Social media strategy redefined: Generating Peer to Peer reviews for higher conversion rate
Brand Videos
Social media strategy redefined: Generating Useful Content that let you earn permission to sell in the future
Social media strategy redefined: Generating Useful Content that let you earn permission to sell in the future
Social media strategy redefined: Generating Useful Content that let you earn permission to sell in the future
Social media strategy redefined: Generating Inspiring Content that let you earn permission to sell in the future
Social media strategy redefined: Creating Crowdsourcing Engagement Contests
Social media strategy redefined: Aggregating Customer Reviews
Social media strategy redefined: User Generated Content
Social media strategy redefined: Ask the Expert
Social media strategy redefined: Ratings
Social media strategy redefined: Be Socially Devoted
Social media strategy redefined: Social Proactivity
Social media strategy redefined: Influencer Targeting
http://instagram.com/p/hVr543OYYz/
Social media strategy redefined: Influencer Targeting
http://instagram.com/p/hVr543OYYz/
Profile Photographer and blogger,FajarSiddiq.comYo-Yo enthusiasthuge following on Twitter and Instagram, has own Facebook page
Twitter Followers: 827Following: 205
Instagram Followers: 1,925Following: 261
Story He complained to StarHub regarding his request to port his prepaid number to post-paid. Eventually, his issue was settled.
Due to his enthusiasm and great cooperation, we check his profile out and found that he loves playing the yo-yo.
He also positively participate in conversations with StarHub on Twitter. A great advocate of the brand.
https://www.facebook.com/134934362471/posts/10152058903852472https://www.facebook.com/photo.php?fbid=240091892817831&l=d4620322c0https://twitter.com/fajarsiddiqFS/status/403066879587004416/photo/1
Social media strategy redefined: Co-creation
Social media strategy redefined: Gamification
Social media strategy redefined: Advocates
Social media strategy redefined: Advocates
Social media strategy redefined: Advocates
Social media strategy redefined: On-Domain Influencer-Advocates
Social media strategy redefined: Portable Gamification (Klout) for Influencer-Advocates
Social media strategy redefined: Employee Advocates
Summary: What’s does a comprehensive Social Customer Service Experience Platform look like?
Thanks!
Connect with me @bluefirefly2359
Ask me Anything