Telecom Company Dials Up Big Benefits with Its Enterprise Social Network

Mobily is a company that provides mobile, Internet, and data services across Saudi

Arabia. “Our vision is to enrich the lives of our customers by continuously innovating our

communication services,” says Media Relations Officer, Salahuddin Tuffaha. “That vision is

at the core of everything we do—and our Yammer network supports and embodies it.”

Yammer was originally introduced to Mobily by the company’s digital innovation team.

“We saw it as a great platform to empower employees, identify and recognize talent,

reinforce corporate culture, and be more responsive to customers,” says Director of

Corporate Culture Talal Alzeid. “Basically, we wanted Yammer to help us to work like a

network—and it has.”

To introduce Yammer to employees, the company ran a month-long campaign focused on

inspiring Mobily staff to use the enterprise social network as a platform for collaboration

and creativity. The campaign was successful, but the real driving force behind widespread

adoption was the interesting and helpful people who were sharing on Yammer. “They

quickly started coming up with ideas and improvements, as well as posting tips and

thought-provoking questions,” Tuffaha says. “That, in turn, increased engagement—and

kept the benefits multiplying.”

Listening to—and Leveraging—Staff Insight

Listening has led to many win-win situations for Mobily management and staff. Just ask

Senior Media Editor Mohammed Hulal, whose talents were identified and recognized

thanks to Yammer. “As a member of the customer-service team, I was active on the

network, replying to questions myself or helping colleagues connect with subject-matter

experts so they could better field customer queries,” he reports. “To my surprise, some

senior managers noticed the conversations I was participating in, and they told me they

were impressed with my ability to quickly and accurately phrase solutions in Arabic.”

As a result of Hulal listening to customers, adapting to customer requests and needs,

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Telecommunications provider Mobily uses Yammer to work like a network. Benefits:

>> A communications platform that supports and advances the company’s corporate culture, especially its core commitment to innovation.

>> Employees’ talents are recognized, rewarded, and leveraged.

>> Better and faster knowledge-sharing leads to improved customer service.

Industry Media & Communications

Employees 3,700

Founded 2005

Region The Kingdom of Saudi Arabia

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and successfully executing solutions while using Yammer, he was promoted to further

optimize and advance Mobily’s communications efforts. “Working aloud on Yammer

gave me a chance to demonstrate skills I wasn’t originally hired for,” Hulal adds. “That

opportunity wouldn’t have come up if Mobily wasn’t working socially.”

Web Design Senior Specialist Abdullah Alghamdi echoes that sentiment: “Yammer allows

employees at all levels of the organization to have a voice,” he points out. “Listening to

those voices gives managers a holistic, real-time view of the conversations and activities

happening across the company. That’s powerful insight.”

Alghamdi has firsthand knowledge of how Yammer amplifies employee voices, since his

was one of them. In 2013, one of his colleagues posted the query, “What is your wish?”

and his response, “To be the CEO of Mobily,” was both light-hearted and ambitious. To

his surprise, management spotted the post—and company CEO Khalid Al Kaf supported

the idea of giving Alghamdi the chance to explore what it was like to manage Mobily for

a day.

“It was a fantastic learning experience, giving me insight in to what our CEO and other

leaders grapple with in their roles,” Alghamdi says. He then shared his insights, key

takeaways, and successes from the day via Yammer. The network provided transparency

for people to then engage and ask questions, further extending the individual

opportunity into an impactful company experience. The initiative was such a success,

Mobily’s human resources team developed a formal program to give other employees a

similar experience. “Both the amazing opportunity I had and the development of our HR

program could not have happened without Yammer,” he adds.

Adapting to Today, Growing into Tomorrow

Mobily relies on its top-caliber workforce—and Yammer’s role is to help that workforce

be and do all it can. “A large percentage of our staff contribute to service and quality

improvements,” Tuffaha reports. “We couldn’t have such high-quality and in-depth

discussions from such a broad range of employees without Yammer. The network

helps us leverage talent from across the organization, then refine ideas through

crowdsourcing, ultimately optimizing the workflow and process.” Chief Human Resources

Officer Dr. Hamad AlHasemi is also impresed by the network’s impact on Mobily’s

operations. “Yammer has helped us shape our internal policies,” he observes.

Good customer service is a key to the success of a telecommunications company like

Mobily, so much of the activity on the network is focused on resolving consumer issues

and improving service. “Working on the customer services team, I found Yammer

extremely useful. The network became the place to share experience and insight so we

could give our consumers the best possible answers and experiences,” Hulal says.

By promoting collaborative learning and spreading a culture of working as one team, encouraging the spirit of innovation, Yammer is a playbook for creativity, operational efficiency, and customer excellence.

Mordhi Al Shammari Executive Manager, Internal Communications Mobily

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“Working social is now an embedded part of our daily operations,” observes Director of

Youth Operations Ahmed Al Sharqi. “Employees are comfortable asking questions, and

they are able to find experts and answers quicker and faster than ever before. Yammer

helps us realize our full potential—as individuals and as a company.”

Yammer helps us to realize our full potential by both promoting company loyalty and helping staff discover their capabilities as individuals. The network helps us reach our ultimate goal: to become a Mobily family.

Basma Alajlan Events and Exhibitions Senior Professional, Mobily

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THE RESULTS

>> Empowered Employees. Yammer gives employees a voice—improving morale and engagement.

>> A way to identify and reward talent. Staff skills and insights are shared and highlighted.

>> Creative crowdsourcing. Yammer facilitates discussion and collaboration, refining and replicating good ideas.

>> Increased customer satisfaction. Customer-service staff rely on the network to give them access to the experts and information they need to respond to consumers’ questions and demands.

>> Reinforced corporate culture. Yammer doesn’t just promote Mobily’s culture of innovation, it embodies it.

This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.

For more information about Mobily: http://www.mobily.com.sa For more information about Yammer: www.about.yammer.com

ABOUT YAMMER

Yammer (www.about.yammer.com) is a best-in-class Enterprise Social Network used by more than 200,000

organisations worldwide – including 85 percent of the Fortune 500 – to foster team collaboration, empower

employees, drive business agility and promote organisational connectedness. Yammer’s freemium business model

lets customers see the value of Yammer before upgrading to the premium offering. Founded in 2008, Yammer is

now part of the Microsoft Office Division.