Telcos branded socially immature

Telcos branded socially immature
SHARE
THIS



Telcos that view social media as “just another marketing channel” will be “social customer experience laggards” by 2015, warned a social experience firm.

A recent global Lithium study found that only 44% of telcos engage in social customer care, leading the social customer experience software firm to brand communication service providers (CSPs) socially immature.

Lyle Fong, chief strategist and co-founder of Lithium, told B&T that telcos have been quick to adopt social media their efforts are still largely siloed.

“Too often, social is considered just another marketing channel as opposed to a new paradigm for doing business,” Fong said on a recent trip to Australia.

“For companies to truly gain the benefits of social, and to really integrate the customer mindset into the organisation, social needs to be more strategic and integrated deeper into the day-to-day workflows of the organisation.”

The number of CSPs using social media as a customer service tool is set to hit 64% in two years, the study found.

For telcos planning to use their Facebook page or Twitter handle as their customer service hotline, Lithium’s chief customer officer, Misha Logvinov said speed is key.

“83% of Twitter users and 71% of Facebook users expect a response on the same day, and yet a study by Martiz Research shows more than 70% of complaints on Twitter go unanswered,” Logvinov said.

“Companies must define a service level agreement on social response and recognise this needs to be in minutes, not hours or days.”

When done correctly, social represents a unique opportunity for challenger brands to get a leg up on their dominant competitors, according to Fong.

 “It’s a big opportunity, especially for the telecos that are not leaders in their markets, to differentiate amongst their competitors and asymmetrically disrupt the entrenched landscape in which they compete,” he explained.

Key findings from the study:

  • The most common use of social media by telcos today is to engage with consumers. By 2015 83% of CSPs are expected to do this.
  • The second most common use of social platforms was “customer-centric innovation” or using ideas and taking onboard suggestions from customers. By 2015 86% of telecos are set to use social in this way.
  • Currently 44% of CSPs enable existing customers to help and answer other customers questions. By 2015 this figure is set to hit 64%
  • Only 27% of telcos globally allow existing customers to provide new customers with purchase advice, but in two years this is set to rocket to 59%.

Telco giant Telstra has allowed customers to help customers with its Crowd Support forum, resulting in reduced costs due to call deflection.

Commonwealth Bank is another local brand which has embraced the social customer support theory with its new social community, MyWealth.

MyWealth features advice from experts, analysis tools and news and encourages users to engage with each other.

The study also found that “socially mature telecoms enjoy significantly lower call center volume and support costs”.

“Companies need to hold social accountable to the same goals and standards that they apply to any other area of business, like reduced costs, greater satisfaction and increased revenue,” Logvinov added.

For more on the combination of social media and customer service see B&T’s feature ‘Customer Care Evolution' by clicking here.

Do you agree with Logvinov and Fong? Have your say by leaving a comment in the form below.

Please login with linkedin to comment

Latest News

LinkedIn Unveils Its Most Viewed Aussie Media & Marketing Profiles For 2018
  • Advertising
  • Marketing
  • Media
  • Technology

LinkedIn Unveils Its Most Viewed Aussie Media & Marketing Profiles For 2018

Trinity Consulting’s head of strategy, Anthony James (main photo), is the most followed Australian media personality on LinkedIn according to a new study by the business social media platform. Each year LinkedIn unveils its Power Profiles, the most-viewed professionals on LinkedIn across five categories in Australia. The categories include founders and CEOs; small to medium businesses (SMB); […]

by B&T Magazine

B&T Magazine
Silhouettes on cube boxes
  • Marketing
  • Partner Content

The Digital Specialist Versus The Marketing Generalist: Who Do CMOs Want More?

As technology continues to advance at a rapid rate, the pressure is firmly on marketers to ensure their digital skills are up to scratch. But with all the hype currently surrounding digital, do marketing bosses value those in their team with specialist skills more than the generalists? According to a recent survey of Australian and […]

Partner Content

by Hays

Waitrose Mocks John Lewis’ Elton John Ad For Its Own Christmas Campaign
  • Campaigns

Waitrose Mocks John Lewis’ Elton John Ad For Its Own Christmas Campaign

It’s arguably the planet’s most anticipated Christmas ad and UK retailer John Lewis didn’t disappoint when it delivered its big budget Elton John number to the world on Friday. Check out B&T’s reporting here. Such was the power of the spot, even our very own Dr Mark Ritson wrote a doting homage to the work […]

by B&T Magazine

B&T Magazine
Charity Group Debuts Confronting Ads For International Children’s Day
  • Advertising
  • Campaigns

Charity Group Debuts Confronting Ads For International Children’s Day

Today is International Children’s Day and to draw attention to the often appalling treatment of many of the world’s kids, charity group Right To Play has unveiled two stunning and provocative spots. The work of BBDO Toronto, the first is a 90-second TVC highlighting the mistreatment, forced marriage and child labour suffered by many children around the world. While a second deals […]

by B&T Magazine

B&T Magazine
Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this guest post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine