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Digital Media on CircleCustomer Centricity at Digital: Strategy Map

ObjectiveMust Win BattlesMake Digital as a preferred Customer Service channelStandardized Customer ExperienceEstablish Web Chat as a new channelImprove Online NPS Reduce 310 helpline call volume by providing the customers an alternate service channel with higher NPS than traditional helpline for existing and potential internet users

Establish Digital as a new Customer Service Channel

Implementation of CFL on Digital to enhance Customer experience

FocusAreasOne helpdesk software Online NPS as primary driver for performance enhancementDeploy Web Chat on all brand websites & Social PagesGenerate actionable insights CCD Handling All Queries Across All Digital MediumsVolume Shifting from Other Channels to Web ChatPurpose of Customer service at DigitalThe process of receiving and responding to complaints/Queries over social medium needs to take place in a manner that ensures Query Resolution/Closing the loop with the least amount of turnaround time, good quality customer services and the greatest accuracy.

In other words

Turning Fans into Brand Ambassadors

Digitizing Customer CareBenefitsHigher SatisfactionLower CostsFaster and SimplerCustomers as Brand Advocates

Get an Auto loan, print a check for dealer and insure your car

Total TAT: 30 MINUTES

Top Guru Lists, Badges, Early Product Previews for Brand AdvocatesSaved EUR 5.75 million using e-Care through 5,000 online posts and community management

Content on Social Media platformsAdmin generated ContentTimeline postsCover/profile pictureTweets

User generated Content Wall postsMessagesTweetsInformationComplaintGeneral Comment/ProposalVideos & Images/Other

Brand Tonality (Customer service)DosDontsBe honest and straight forwardDo not lie, mislead or try to hide the truth. Always greet and sign off (Salam, hi, thanks)Joke in good taste, be Informal not sloppyAvoid offensive words like crap, shit, what the hellNever say never, respond quickly Dont Route the customers to any other channel like 310 (Unless deemed necessary)Be Clear, brief, formal & respond quickly. Always verify informationKeep a helpful and positive tone.Dont get into a debate Answer all questions and pre-empt further questionsDont assume.Simple smiley *:)* and thanks at the end of repliesAvoid abrupt ending while replyingIndulge in relationship building discussionsDont ask personal questions (its creepy)While addressing the customer use his/her first name Dont user Sir/Madam/Mr./Ms. etc.LanguageBrandLanguageCircleUrdu and EnglishSpam Management over SocialLinks/Posts/Unwanted informationLink to Malicious/inappropriate websites

Information AsymmetryDecisive Change from the NormMaterial Business ImpactAcknowledgeRespond first on all platformsBe SorryCreate a crisis FAQDecide OWN platform for dialogue (To enable moderation)Take it offline after the third replyKeep all employees (Spokespersons) informedDocument and learn from the crisis

Required ActionTake a screen shot & Delete the postIf there is a habitual spammer, take a screenshot, block the user and inform the brand custodianCrisis Management

CausesStrategyRequired ActionReply to the postTake a screen shot & Hide the post Abusive Language/Post Inappropriate Image/Video/Content

Escalation Matrix The below mentioned escalation matrix will be considered if the issue/concern didnt get addressed by the Brand custodian or E-Care team.

UnitLevel 1Level 2Level 3AgencySupervisor/ Team LeadAssistant managerManagerE-Care TeamSupervisor/ Team LeadAssistant managerManagerDigital Marketing TeamBrand CustodianAssistant managerManagerCommunity Management Expectations/KPIsQuery ResolutionClosing the loop Business Intelligence Socially devoted (To become socially devoted focus is given to)Two Way Communication Channel (Maintain Dialogue with your followers)Respond to all follow-up questions (Response rate)Communicating in a timely fashion (Response time) Response timeResponse rateTurn Around Time

Thank You