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
The solution
- Performing regular cleanup and maintenance activities at the consumer interaction center
- Nurturing the relationship with the viewers
- Identifying new opportunities that aided in developing better cross-sell or up-sell avenues
- Promoting transparent dialogue and expediting the efficiency of customer interactions
- The benefits of this approach included:
- Real-time exception-based monitoring
- Strategical visibility and reporting
- Personalization of responses
- Consolidation based on business rules
Results
- Consumer satisfaction index grew by 2% in the last 3 months
- Content re-purposing has increased significantly due to better insights into consumer issues and responses
- Consumer response turnaround time has improved by 13% in the last 3 months
- More than 50% of cases closed within 5 minutes
