BT Retail Social Media making it easy for our customers

Transcription

1 BT Retail Social Media making it easy for our customers Dawn Walton, GM Central Planning Nigel Elliott, Social Media Channel Manager Kerry Gulloch, Social Media Communities Manager

2 Agenda o How we ended up with a Social Media presence o What is our Social Media presence o What do our customers think o How do we monitor performance o What is the impact on cost o What it means to us and what advice we would give you 2

3 How did we end up with a social media presence? Observing the landscape Understanding where our customers were talking about us Monitoring for mentions Key Decision Points: What? Service? Marketing? Where? All Platforms? Who? Call Centre? Agency? Marketing? 3

4 BT has been quick to grasp opportunities to improve Customer Service via social media Facebook Twitter Community Leaders - 19% of overall posts - 28% of accepted solutions - 35% of ratings awarded - Spent 804k mins online = >1.5yrs! YouTube Forums 4

5 We have used our Social Media presence creatively 3,000 unique individuals saw the tweet in their feed, top RTs from MSE and Martin Lewis Major Pressure on 999 Tonight, please call in absolute emergency only #Londonriots Gavin Patterson, CEO BT Retail : Yesterday I was with Tim Weber, journalist from BBC. We were talking about companies acting in the social media space to serve customers better and he used BTCare as a great example of it. I thought it is great given his audience (over a million unique visitors per day). 5

6 Customer Impact

7 Customers tell us they find it easy to deal with BTCare via social channels and prefer it to more traditional channels 60% 40% 20% 44% 44% Channel Effort Scores 29% 0% -20% -2% -7% -40% -60% Live Chat Social Media BT.com Voice White Mail -47% Customer feedback has helped us make it easy Contact Us Form & Live Chat Response <60 mins One Stop Shop Ideas Bank & Meet Up Cross Promoting Channels Being available Opening Hrs 7

8 Monitoring performance of Digital Care team

9 Our social monitoring tool Debatescape provides us with the analytics to manage performance and monitor trends in activity We also carry out social listening and are currently trialling tools to add an extra layer to our planning processes. 9

10 Volumes across channels continue to increase as a result of our success and growing reputation in this space Twitter Followers Youtube Views Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- 12 Feb- 12 Mar Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- 12 Feb- 12 Mar ,970 Facebook Fans Over 1.5 million video views on YouTube 20,000 followers on Twitter Opening hours extended across channels 12,000 unique community visits p/w 2,850 new community posts p/w community registrations p/w Mar- Apr- May- Jun- Jul- Facebook Fans Aug- Sep- Oct- Nov- Dec- Jan- 12 Feb- Mar Oct 14-Oct Live Chat Volume 16-Dec 09-Dec 02-Dec 25-Nov 18-Nov -Nov 04-Nov 28-Oct 21-Oct 23-Dec 30-Dec 06-Jan 13-Jan

11 Advisor Performance Customer Satisfaction Five quintiles set up on a rolling 4wk period Quintile 1 = best performing advisors VSAT is the % surveys returned as very satisfied or better Targeted coaching support to address development points Advisor Productivity Twitter/ Facebook productivity tracked per hr/ wk/mth. Matched against hrs available Targets: 10 tweets p/h, 2.5 s per hour Guiding Principles Quality Personal ownership Regular, structured feedback for all

12 Cost

13 Our social channels not only deliver a great customer experience, they also translate directly into business benefits. ROI model developed for YouTube, Twitter and Community Forums. Built on volume of contacts, unique customers, effectiveness (full resolution of query) and cost of contact Each channel shows a cost saving vs contacts handled in traditional voice channel when people and development costs are deducted Twitter Forums YouTube Calls deflected: 38,023 3,456 per month avg Calls deflected: 504,4 45,855 per month avg Calls deflected: 54,933 4,994 per month avg Cost saving: 98,083 8,916 per month avg Cost saving: 942,203 85,654 per month avg Cost saving: 71, per month avg 13

14 Summary

15 Role of Social Media in BT When we plan contact volumes in our business we plan Calls Offline Queues s Live Chat Digital Care (Twitter, FB, Community Single Point of Contact One of BT s key performance indicators in One Contact Resolution team does so well on customer service because they are the single point of contact that we can t achieve elsewhere in the operations Better for our people and better for our customers 15

16 Our advice to you Social Media puts everything you do out there for everyone to see. It is important to: Be open and transparent in your communication Define your brand positioning and your voice Have senior stakeholder engagement especially for those tricky events where your Social Media presence becomes the only way you can communicate directly with your customers. Take it seriously Integrate it into your normal business processes rather than outsource and treat separately Social Media team should not be an afterthought for your strategic discussions. Work out is it worth it? Be selective about where you have a presence. Just because you can, doesn t mean you should. 16

17 Questions?