Business challenge

The client was facing several difficulties in resolving the audience queries made via email and social media platforms. All the responses were automated and lacked the personalization that’s extremely important when dealing with ardent viewers of this leading media house’s content. Challenges included:

• Their social CRM division was transaction-focused and required extensive hand-holding if they were to deal with the viewers in an engaging/interactive manner, which is of paramount importance from a social media perspective
• The existing internal team was not specific to engaging/interacting with the viewers and was more focused on only responding to viewers’ queries
• The client’s support service team was not well-versed with the social media domain and therefore was not able to meet the requirement
• Quality of responses and the support turnaround time needed to be improved