Frost & Sullivan Graham Kingma - WEST - WIND Mobile Presentation … · 2010. 10. 28. · Microsoft...

© WIND Mobile MANAGEMENT CORPORATION 2009

WIND Mobile



Who Are We?

•WIND Mobile is the 4th national wireless

company in Canada

•1000 Employees

•We own $442 million in wireless spectrum

across Canada

•WIND Mobile officially launched to the

public on Dec 16th 2009

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About the call centre operations

•The call centre officially launched Dec 16th ‘09

• 135 agents

• Avaya switch

• 4000+ calls and 600 emails on the first day

• 1.7 million hits to the website on the first day of

launch

•Today – 265 agents

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Social media interaction started in the beginning....

The mandate of the Customer Care Centre

is.....to create the most unforgettably

positive customer experience in Canada

So we asked (future) customers what was

most important to them.....The start of our

conversation



What they told us......

We asked the community “how can we

deliver a better customer care

experience”.....

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“Ensure the customer is aware of the wait time”

“Please no voice activated prompts, give me the

option of pressing a number on my phone”

“My favourite option is the call-back. The option

to have a representative call you back when

wait times are long”

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“There is a third party service in Australia where by

way of a website you can set up for a tech support

agent to call you in a specified period of time”

“Lets think OUTSIDE the box. You know what would

be really fun? if we could actually CHOOSE what

music we could listen to while waiting”

“I don't like having to key in my phone number,

then press through a number of 'reasons for your

call, then being asked 'what's your phone number'

and 'how can I help you'!! Arrrg!”

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Customers have a choice... (it’s not just a call centre anymore)



Random Acts of Kindness....connecting with the community

• Part of the training included over 40 hours (each) of “random acts of kindness”

• Agents could do whatever they wanted...but it had to help the community

• Helping people with their grocery bags

• Handing out umbrellas on a rainy day

• Volunteering • Sick Kids Hospital & Ronald McDonald House

• Children’s toy drive

• Volunteering at homes for the needy

• Handing out bus tokens to unsuspecting passengers

• (future) Customers we’re tweeting and blogging about sightings

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Social Media & the Digital Agent

WIND Customer Care Agents are actively

involved in....

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www.windmobile.ca/community

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A focus in the online community

• Over 12,000 postings + comments by the 4th week after launch

• Now at 27,000+

• Regular blogs by the Chairman, CEO, CMO and Head of Customer Care

• 4-8 per month with updates on new initiatives

• Often we will incorporate what we have heard in the community into these blog updates

• 5,000+ reads within hours

• Regular postings by existing and future customers

• 50-100 new postings per day

• The online community is quick to assist and respond to each other – sometimes faster than we can

• They become an extension of our brand and customer service with accurate help

• The Community is where Marketing, Brand and Customer Care meet

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Managing Social Media

•When a customer brings up an individual

issue we can:

• Either answer the question directly in the thread

(other posters respond as well)

• Or reach out to the customer directly to take the

conversation “offline”

•This is very effective in identifying “real”

customers and helping customers

immediately with their issue

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Managing the Trolls

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Managing the Trolls

• These are comments that offer nothing to the

conversation, are not customers and are

exclusively negative

• Other Community members have asked us to

remove these comments/trolls and assist us by

flagging comments for review

• In order to manage these we have banned them

temporarily from posting and deleted postings

• There is a fine line we have to walk in order to

allow the conversation to happen

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Community often moderates itself...

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How do you Measuring Quality?

•Community responses are a combination

of marketing and customer service

•Traditional quality scoring can miss the

subtle nuances of a successful response

that is read by hundreds or thousands

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Guidelines for a successful post

•Provide a link for the customer (FAQ’s)

•Spelling and grammar check

•Review your response again before sending it

•Be appropriate. (If the customer is mad then

don’t end with “Have a wonderful day.”)

•Was there an opportunity for empathy that

was missed? Have you acknowledged the

issue?

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•Give kudos to the Community members by user name whenever possible.

•Be specific. If they are talking about something specific, address it in the response.

•Keep your sales hat on. If they are referencing the value of another company give comparative value examples

•Match the customer. If they are excited be equally excited.

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• Just like a phone call we need to ensure that we do whatever we need to do to help the customer in the first contact.

• Be Brand appropriate – marketing has branding rules

• Ensure that all the information provided is correct.

• Be creative, unique and appropriate with the ending on your responses (e.g. You shouldn’t always end with “Have a super wonderful day”).

• Have fun – people notice!

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To err is human.....

•Mistakes are going to be made when

responding

•You can either:

•Delete and repost a response

• Apologize and post the correct response

•Our customers seem to appreciate the

second option – we’re human

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Key Learnings

•Have appropriate public relations & Brand

training for agents

•Appreciate that posting in public has

unique challenges & pressure for an agent

•When in doubt, don’t respond

•Be able to show lots of examples of

“good” posts based on real postings

•Let them have their own personality

balanced with professionalism

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Key Learnings

•Review posts one on one, provide feedback &

scoring

•Respect that Marketing is nervous about

letting go

• They actually want to pass it off to contact

centers but want to be partners

•Have an escalation process when things heat

up

• Escalations internally and within the organization

•Remain within your own social media outlets

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Snapshot of a month of Customer Interaction

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One on One Interaction Community

110,000 calls 130 Facebook responses

25,000 outbound calls 110 Twitter responses

9,000 Emails 1,800 Community posts

1,800 chats

2,000 sms’s

148,000 views 265,000 views



Our listening seems to be working...

• “I joined Wind a few days ago and I normally don't post on public forums but felt that I should share my positive experience. After being robbed by Robbers for over 3 years now, I decided to take the plunge and I love being a Wind customer! I have had no network coverage issues so far in the North York area, I LOVE my blackberry bold and really appreciate the great customer service at Wind”

• “Thank you very much for the quick response. That seemed to have done the trick. Now I know why I decided to have Wind as my cell phone provider. you guys provide excellent customer support”

• “Honestly, I'm going to be mad if @WINDmobile doesn't win awards (looking at you, @JDPowerOnline) for their exceptional customer service”(twitter)

• “The customer service is impressive @ wind, I talked to the rep so long, i was surprised he didn't ask me to marry him (just kidding!)”

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Our vision is to deliver the most

unforgettably positive customerexperience in Canada

An experience our Customers will brag (online) about

Our Vision

Event Title:

Speaker/Facilitator:

Session Title:

Customer Contact West

Graham Kingma

Lessons Learned: Launching a Social Networking Program in Your

Contact Center

Top 3 Take-Aways for Participants

Learn how to launch a social media program in your center

Find out the learning’s & mistakes made in ramping up a successful social media program

Learn the techniques of successfully managing a social media program day to day

Frost & Sullivan Graham Kingma - WEST - WIND Mobile Presentation … · 2010. 10. 28. · Microsoft...

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