They needed to be more scalable. The company’s social media agents were operating in silos, scattered across different departments, and in some cases, across different countries. With social media platforms poised to grow in popularity, T- Mobile Netherlands recognized the need for a high performing, collaborative social team.
They needed to have a cohesive, consistent brand voice. T- Mobile Netherlands needed to develop a strong social strategy, including a clear brand identity, across all social channels.
They needed to be more efficient. The company needed to rethink internal processes, such as case management and internal alerting, to make sure that they engaged on social media as quickly as possible. T-Mobile adheres to a response time of less than 1 hour; the team needed to be efficient enough to support the brand promise.
T-Mobile Netherlands reorganized their internal teams in order to better meet the challenges of social engagement and social care. They took great care to find the right people for their social media team; a good social media agent must have an affinity for social media, the right tone of voice, and understand the rules of the game.
T-Mobile Netherlands looked both within and outside the company to get a good balance of skills for their new social team. They recruited people from their technical departments, who have a deep understanding of how their products work, and also hired new employees who were experienced in creating social personas.
By 2012, the company’s new social team boasted members with different backgrounds and skills, collaborating together to bring a cohesive, scalable social strategy to life.
The team’s next goal was to become even more efficient, so that they could handle the increasing volumes of social data. They turned to Clarabridge Engagor for social media management. With this solution T-Mobile:
When the new iPhone was released, many people had questions about availability. T-Mobile’s online forum ensured that customers were kept up-to- date. Instead of answering thousands of individual phone calls, one forum post did the trick: customers received immediate assistance and the T-Mobile Netherlands team saved approximately $15,000 on calls into the call center in just this one instance.
Along with re-evaluating their social media team, T-Mobile Netherlands also transformed the way experts across the company interact with consumers. For example, the Ordering & Delivery team is extremely knowledgeable on the ins-and-outs of ordering and delivery of devices. By putting this team directly in touch with customers on the T-Mobile Forum, the company offers immediate, expert engagement:
For large companies, developing a cohesive social strategy is always a complex task with lots of moving parts, but T-Mobile Netherlands handled it the right way:
Today, T-Mobile Netherlands’ dedicated social media team works hard to deliver fast, helpful, and engaging responses to their social consumers. The company is committed to improving the overall customer experience they deliver, and their social care strategy is leading the way forward.
Your customers expect more from you on social media, we can help.
Clarabridge has a range of SaaS customer experience management solutions to help hundreds of the world’s leading brands put customer feedback to work. Amongst these, CX Social enables companies to listen, analyze and gain insight into conversations online and in social media allowing them to develop relationships by identifying and engaging with customers in real time. This is why leading brands trust Clarabridge to power their CX programs and drive a customer focused strategy. The result: better customer experiences. For more information, visit https://cxsocial.clarabridge.com.
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