movistar experience in social crm — successful, thanks to engagor
TRANSCRIPT
Movistar experience in Social CRMSuccessful, thanks to Engagor
Hello!I am Manuel Zafra
Social Media Manager/Analyst at Telefonica Spain - Movistar
You can find me at:@manuelzafra
Telefonica around the world
our office
Three totally different networks
Fiber2M
xDSL6 M
Mobile Broadband
10 M
14M customers
18M connections
Multichanneling
430KIncoming messages per year
32KUsers or customers. x2.5
80K Cases served per year. ~20%
6K Casesmonthly
100%cases served
30 minutesFirst Action Average Time
Our structure
10SMM / SMA
10-15Outsourced
3-4CM: 1st reply
Our customer care process
1. Client comes inOvercharged, bad connections or commercial doubts. Usually very angry, jelling at us, even insulting us, but, at the end, they’re just asking for help.
3. Gives us dataPersonal info to be sure the client is who he says he is. Details to be attended by the proper department: landlines, mobile or technical problems.
5. Client’s happyThey came not expecting a solution but they got it. They’re happy, fall in love with us and come back again. They even recommend us publicly.
2. First replyThe most important part of the process. We apologize and ask for data and details. Customers get surprised and tone down. If we do our job well, we can save a lot of money
4. Solving the issueWe drive the customer to the proper department. Communication is continuous and clients are informed frequently, and re-questioned if needed.
6. Closing the caseHigh rate of cases solved. High customer satisfaction. High recurrence. Publics recommendations.
Before Engagor vs. NOW
◎ 70-85% of messages served◎ No historic◎ No automations◎ First response? Who knows...
◎ 100% of messages served◎ Customer history & records◎ Automations save us 10-15% of time◎ CSI: 9 out of 10. First reply within 30 mins
August 2013
The worst week of the year
Front vs BackInsourced vs. Outsourced. Front are cheaper. Back are expensive.
The more incidences we move to Front desk the lower will be the yearly invoice.
Performance and KPIs
SLAsIntern (personal) goal. We’re committed but we don’t feel obligated.
First action in 30m. is a consequence not an end. We’re measuring, more or less, by lapses
Cost per unitEvery action has a cost. Every channel implies different actions.
To compete with the cheapest you’ve to show them you’re better. Quality is expensive but not as expensive as we think.
Front vs BackInsourced vs. Outsourced. Front are cheaper. Back are expensive.
The more incidences we move to Front desk the lower will be the yearly invoice.
Performance and KPIs
SLAsIntern (personal) goal. We’re committed but we don’t feel obligated.
First action in 30m. is a consequence not an end. We’re measuring, more or less, by lapses
Cost per unitEvery action has a cost. Every channel implies different actions.
To compete with the cheapest you’ve to show them you’re better. Quality is expensive but not as expensive as we think.
Externally◎ Timestamp
features◎ Meta-actions◎ Customer Care
Funneling ◎ New channels
(Messaging Apps)
Internally◎ Multi-channel
consistency◎ Customer Care
Funnel◎ Integration with
our/some CRM◎ In-app customer
management◎ Third party sites
Improvement paths
Multichanneling
430KIncoming messages per year
~21%High level or recurrence
90K Users served per year
Annex.1
80KCases served per year
~2,5xAgain, high recurrence.
32KCustomers served per year
Annex.2
430KIncoming messages per year
~20%Not every message requires customer care but all of them have to be read
80KCases served per year.
Annex.3