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Customer Community for Telecom
Customer community for TelecomReduce service costs, expand service capabilities (24x7), improve performance for response times and increase customer satisfaction with self-service and peer-to-peer support.
Customer Success
75% of KPN Hi customers say the forum is an excellent addition to the other available customer service channels
2 million customers,100% ROI in the first year
2 million customers,€1M cost savings each yearTelfort’s social support program is internally awarded as the most customer-centric initiative
0.3 million customers,€50K cost savings permonth, 8% lower churn
the Simyo support forum has become its most important customer contact channel and is responsible for 60% of all website search engine traffic
4.3 million customers,multi-million € ROI, 250K monthly unique users
T-Mobile’s community members answer 67% of all questions in the support forum
Tele2 significantly improved conversion rates and customer satisfaction and loyalty, and reduced service costs
1.2 million customers,90K visitors per month,10% search engine traffic
The Social Customer Journey
The new support journey of the social consumer is fast, search-enabled, buyer-driven and multi-channel. Are you ready for cross-channel customer care?
“My problem is solved, and much quicker than I expected!”
“There is much to learn here.I hope this forum saves me
the trouble of calling oremailing my provider.”
“Maybe I can find an answerin this community. It looks
really active.”
“I have a problem with my phone. Where can I
get help?”
Building online customer communities is about creating connections between the people within your organization to the people that buy your products and services. More importantly, they provide a social space where your customers can share their opinions, ideas and knowledge and where your company can provide access to relevant, trusted information at every stage in the customer buying cycle around the topics your customers care about.
The ability to build a real community of customers is a key competitive advantage in this digital age and begins with owning the social customer experience though customer communities. By integrating social and community features, your website becomes a social hub - hosting social conversations that relate closely to your brand and products.
Meet the expectations of tomorrow’s customersConsumers aren’t just buyers anymore - they have evolved. Your customers are online at all times, have higher expectations than ever before, and expect to interact with your brand in a consistent manner across channels. They are informed, connected brand advocates (or detractors) interacting with each other to learn more before they buy. They trust peer recommendations and reviews over company advertisements and product descriptions, and are willing to proactively extend help to others on the brands and products they love the most. Consumers aren’t simply purchasing products or services - they are engaging and interacting to drive the buying behaviors of others. And after the sale, they expect to receive efficient, effortless, personalized and online service from your company.
Drive business value with support communitiesSupport communities are designed to provide (technical) support to customers and users of your company's products or services. These communities provide a great way to reduce call volume and increase service resolution by engaging and enlisting customers as extensions of your support teams.
Community members answer customers' questions and share information, best practices and how-to tips with each other. As these are also visible for other customers, the amount of solved service cases is increased (on average, 30 people are indirectly helped with a given answer in the community). This also significantly lessens the burden on more expensive channels like phone, email and social media.
‘Organizations integrating communities into customer support will realize cost reductions ranging from 10 to 50 percent.
Create compelling word of mouth
marketing and social campaigns
Build dynamic knowledge bases and
increase relevant website content
Increase customer satisfaction,
retention rates and lifetime value
Gain insights in customer issues
and concerns
Co-develop innovative improvementsfor products, services or processes
Reduce calls and emails to your
contact center
Achieve richer competitive
differentiation
Reduce costs of search engine
optimization
BottomlineConversations around your brand are taking place on external channels, so why not give customers a branded channel where you can be a part of these conversations? Building a robust online community is an increasingly solvable problem and its success is measurable. Using our advanced social technology platform, your company can launch a pilot in a few months instead of years.This enables you to:
Customer Community for Telecom
Social customer service as a business imperativeSavvy customer service leaders recognize that developing online customer support channels isn’t just a tactic to build future relationships with today’s younger customers; online customer service is imperative to appeal to the majority of today’s online consumers.
The Social Customer Journey
The new support journey of the social consumer is fast, search-enabled, buyer-driven and multi-channel. Are you ready for cross-channel customer care?
“My problem is solved, and much quicker than I expected!”
“There is much to learn here.I hope this forum saves me
the trouble of calling oremailing my provider.”
“Maybe I can find an answerin this community. It looks
really active.”
“I have a problem with my phone. Where can I
get help?”
Continued improvement of online service channels and alignment with best practices will increase online channel adoption by improving the ease of service delivery, thereby increasing customer satisfaction and lowering the cost of customer service for companies. When it comes to customer service, you should focus on minimizing the effort that it takes for a customer to get his or her question answered or the issue resolved. This means understanding customer communication channel preferences, focusing on the journeys that customers take across channels, and measuring the success of customer interactions by first contact resolution and customer satisfaction scores (instead of efficiency measures such as handle time or speed of answer).
Taking a systematic approach to ecare can not only reduce costs and improve service but also bring a company closer to its customers, who now actively use digital platforms to research and review products, purchase services, and communicate problems. But achieving this kind of transformation requires rethinking the entire way companies work with their customers.
Social support has developed itself from a forward-thinking operational strategy to a business imperative and one of the most important drivers of measurable bottom-line profits. Smart service and support owners will leverage the potential of social support to achieve their business goals.
Create compelling word of mouth
marketing and social campaigns
Build dynamic knowledge bases and
increase relevant website content
Increase customer satisfaction,
retention rates and lifetime value
Gain insights in customer issues
and concerns
Co-develop innovative improvementsfor products, services or processes
Reduce calls and emails to your
contact center
Achieve richer competitive
differentiation
Reduce costs of search engine
optimization
BottomlineConversations around your brand are taking place on external channels, so why not give customers a branded channel where you can be a part of these conversations? Building a robust online community is an increasingly
‘Today’s customer service leaders must respond to rising customer expectations and acclimatize to the breakneck speed of technology. The pace of change is accelerating. Those that do not start their journey now will be left behind.
solvable problem and its success is measurable. Using our advanced social technology platform, your company can launch a pilot in a few months (instead of years). This enables you to:
TomTom, for example, has successfully created a community within its website, which receives 4 million annual visits and
functions as an online knowledge base where customers can get self-service help. As one correct answer in the
community helps on average 30 other people with a similar problem, this has resulted in a call deflection of over 25
percent and a constant stream of valuable product feedback from their customers. In one month TomTom resolved 21,000
cases, resulting in €150,000 savings.
€ 2.5M yearly call deflectionself-service via the community reduces
calls to the contact center by 80%
8.5 customer satisfactionand nominated for multiple awards, like
Best Social Media Awards 2015
20% of customer contacthandled by the community, supporting the
company’s transformation into a social business
community fuels social KBcontent used in website FAQ, device help pages, loyalty programs etc.
25 customer expertsanswer 50% of questions and produce 20% of all community content
internal involvementactive community participation by depts. like Billing & Order Management
4 million yearly visits60% via search engines, mostly
for service questions
1M questions answered each yearcontinuous customer feedback improves
products, processes, service & satisfaction
225,000+ members 5,000+ new registrations
each month
Customer Community for Telecom
Case study T-MobileT-Mobile, part of Deutsche Telekom, has nearly 4.3 million customers in the Netherlands and is one of the largest telecom providers for consumers and businesses worldwide.
T-Mobile’s challenge was to offer customers an attractive brand experience and to improve and strengthen its support. It aims to achieve this by giving its customers ample opportunity to ‘have their say’ and by increasingly taking the initiative to connect with customers from within the company. The way customers are using support has changed, so T-Mobile offers its support where it is most relevant to the customer. Over the past three years, the number of customer support calls decreased by 60%. This is mainly the result of T-Mobile’s investments in easy-to-use online support and the implementation of a policy that promotes finding a solution on initial contact. In addition, customers increasingly choose alternative support channels, such as the forum, social media and
the My T-Mobile app. In order to ensure equally high-level support across all channels, the company started a customer community on its own website.
In the T-Mobile community, customers and non-customers connect with each other and the organization to find an answer to their questions, help other customers and discuss topics related to T-Mobile. The T-Mobile forum has been active for five years and continues to grow. Customers help each other on the forum and provide T-Mobile with valuable feedback on their products and services. The forum supplements all other forms of customer support and proves that customers are capable of helping each other out.
Facts & figures
200,000+ members
23customer experts active in the forum
500,000comments
100,000+questions answered each month
65%customer-to-customer support
4 million visits anually
Increase the number of cases solved and customer satisfaction after contact
Reduce costs in other channels (e.g. the call center or chat)
Community objectives
Involve internal staff and customer ambassadors
Improve the quality of online customersupport across channels
65% customer-to-customer support
60% call reduction
Over 65% of the questions is answered by members
(customer-to-customer support). Helping others and
building relationships are important motivations for visitors
to become and remain active. Next to this, gamification
elements such as badges are used, which reward users
for their contributions.
Around 400,000 users visit the forum each month
and receive support by other customers or T-Mobile
experts. The success of the forum, with its thousands of
questions answered, has contributed to a 60% reduction
of calls to the call center. This has saved T-Mobile
millions of euros.
Qualitative feedback
Through its forum and blog, T-Mobile receives qualitative
feedback from its customers and insight in the use of
their products and services, for example through the
specific questions customers ask or by their elaborate
explanations detailing how they use a product or service.
In some cases, feedback may be elicited explicitly, for
instance when incorporating a new functionality within
the website. Based on these customer contributions, marketeers have more insight in what customers care about, the
communications department can judge better what
information it needs, and products and processes
can be improved.
Word of mouth
60% of traffic through search engines
Active forum members are T-Mobile ambassadors. One
of the reasons for actively participating in the community
is that members feel affiliated with the organization.
Through active participation and the feeling that they
are part of the community, members are directly
connected to the organization. If other forum members
speak negatively about the organization, these are the
members that defend T-Mobile and maintain a positive
community spirit.
Over 60% of the traffic enters the forum through Google.
The T-Mobile forum has been active for a long time,
comprises a large amount of content and uses inSided’s
SEO optimised platform, which means that forum topics
are ranked highly by search engines like Google. The
community therefore attracts a high number of non-
customers looking for information about mobile-related
products and services.
‘In about five years’ time webcare will no longer be called webcare and online customer interaction will be the main link between customer and company. Available 24/7, used by all levels within the organization. Conversations with and between customers are leading organizational changes and determine process improvements, proposition development, product innovation and the discovery of new opportunities, markets and segments. Webcare is a way of working for a large, broad group of people, both internally and externally. They are pioneering our transformation to becoming a social business.
Ruud HuigslootCustomer Contact Innovation Manager T-Mobile
Customer Community for Telecom
+31 20 4279597 www.insided.com
Leverage our passion and experience to transform customer interaction and achieve your vision of social business success.
We are inSidedAs the European leader in social business technology, inSided believes in empowering your customers in order to reduce costs, improve sales, develop better customer relationships and drive innovation.
Create a user-friendly, socialdestination for customer conversations on any topic you choose.
Ratings & Reviews Research & Co-creation News & Blogs
Mobile delivery Reward Management Facebook AppsProduct Q&A
Forums
Collect real customer experiences to improve productsand services, boost SEO and increase conversion rates.
Create an open market research or co-creation environment to acquire ideas and optimize products, processes and customer experiences.
Tell your story, improve contentmarketing and drive traffic, conversions & loyalty.
Infuse your product and service pages with peer-to-peer Q&A.
Engage your customers anytime, anywhere with a mobile-optimized community.
Increase community participationand engagement with gamification.
Create a central hub for social conversations about your brandon your Facebook brand page.
Products
ServicesCustomer success is a mindset for us. Our services help you to launch a successful community, integrate it into your channels, processes and systems, and keep it healthy and thriving. A dedicated team will assist you every step of the wayand help you realize a fast impact on your business.
Strategy SupportImplementationConcept
Social business maturity scanGoals & strategies workshopSocial business caseCommunity roadmap
Creative community conceptingCommunity designSocial media integrationContent & activation strategy
Community developmentTesting & quality assuranceBackoffice systems integration,deployment & launch
Workshops & trainingsCommunity moderation servicesSharing of best practicesContinuous improvement
