The evolving role of social media in telecoms CX

transcript

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%

60%Corporate Website

Friends/ Relatives

Newspaper Ad

Retail Outlets

Search Engine

Direct MarketingRoadshow

Blogs/ Forums

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

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

(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

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?

(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

52%tend to be influenced by comments posted by other users

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

PLATFORM TO POST REVIEWS

Independent review

Official website

Online community

PLATFORM TO READ REVIEWS

Retailer's website

Official website

Youtube

PLATFORM TO WATCH REVIEWS

Social Broadband Mobile

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

Brand Videos

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: 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

The evolving role of social media in telecoms CX

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