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Lithys 2018: Sprint - Social Support Champion

Lithys 2018: Sprint - Social Support Champion

Lithys 2018: Sprint - Social Support Champion

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Company: Sprint

Company background: Sprint Corporation is the fourth largest telecommunications company in the U.S. with over 60 million customers; we have wireless service in more than 200 destinations around world. Sprint offers wireless voice, messaging, and broadband services through its various subsidiaries under the Boost Mobile, Virgin Mobile, and Assurance Wireless brands, and wholesale access to its wireless networks to mobile virtual network operators.

Contact: Allison Fasching

Title: Sr. Social & Engagement Strategist

Related URLs:   Sprint Community, @Sprint, @SprintCareSprint Facebook

Lithy category: Social Support Champion

In 2017 Sprint was looking for a way to streamline our Social efforts across multiple channels, Care, Marketing & Brand. We had significantly improved our rate of engagement last year, now we wanted to significantly improve our Customer Experience.  Since we already had an excellent partnership with Lithium, we looked to them for a solution. We were already using, LSR, Communities & Secure Message, so we made the decision to go with their Marketing outreach solution. With that decision, it only made sense to enter into an Enterprise Level Agreement, providing us with access to all Lithium tools, development hours, dedicated technical & Community support which included moderation and administration. We had it all, now what to do with it? 

 We had significantly improved our rate of engagement last year, now we wanted to significantly improve our Customer Experience.

There were a few things we wanted to work on to improve customer experience.

  • Personalized Support
  • Brand Health improvements
  • Improved Public Solutions
  • Increase TKB views
  • One Stop Resolution

 So, we started a Social Revolution! 

Rather than working our Social Media customer contacts with a call center approach, we wanted a personal approach. We wanted to break the mold, and truly connect with the customer, with personalized support & one stop resolution rather than just moving on to the next issue, privately.

We  hand selected call center reps, with strong social skills and trained them to be customer engagement experts. They were trained to make connections with the customer, in public. While the need for secure messaging will always exist, we wanted to begin providing more public solutions, so customers could easily find the answers to the top call drivers.  We also trained the agents to connect with the customer, taking time to observe and form a mental picture’ that helped them relate on a personal level.  This let the customers know we were real humans who are listening, not just robotically asking them to “go to private message”. We stopped responding to non-actionable posts, stopped the use of scripts to avoid the robotic responses. Stopped the constant apologies. We started to focus on solving the customer problem publicly while creating a personal connection. Overall, we reduced the noise and tedious, unnecessary work, engaged in smart, savvy ways and thereby drove an improvement in brand perception.  

 Meet the new S.M.A.R.T Agents - Social Media Advocacy & Resolution Team.

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 Tons of Passion & Personality!

 They are specially trained with a combination of Brand, Marketing & Care objectives.

  • They are encouraged to “be yourself” with personalized profiles on the Community, using humor, gifs and pop culture references when appropriate
  • When optimal they drive FB/TW inquiries to TKBs and Community to engage further.
  • Build trust with customers and represent the brand.
  • They engage on Brand posts and when issues arise they can resolve.

Using our newly combined suite or Lithium tools, our Brand Marketing teams tagged select branded content via Manage View, then assigned via LSR. Lithium enables Brand teams to view the assigned content in their Watch dashboards and evaluated brand messages to share back with SMART team leadership.

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Our initial results

 Social Care (Facebook, Twitter, TCS)

  • Increased public responses by 25% (Visibility) As expected, percentage of private conversations was lower than their public conversations.
  • Decreased Community AHT by 51% (Efficiency)
  • Reduced Responses per conversation by 60% (Efficiency)
  • Bounce Rates are 45% below target (Call backs)
  • Response Handle times have remained around average
  • Closed conversations per hour have doubled (closing out the noise)
  • Single Agent up 20% (Goes to case ownership type engagement)
  • Same Day Resolve up 22%
  • Adjustments/Conversation is at .17 which is .24 below target .41.

Community MOM changes

  • Kudo have increased by 36%
  • Post views 4%
  • Accepted Solutions 19%
  • Accepted Solution views 3%

By increasing views of “public” accepted solutions by 20%, we were able to increase not only our call deflection but our total contact deflection.

 From a platform perspective, the ELA allowed us access to every Lithium tool and resources to build what we needed, to bring together the Care and Marketing teams. We can easily work cross channel with the awareness and visibility to all.  We are connecting with customers on a personal public level, which ultimately leads to increased satisfaction, transparency and loyalty.

Social Revolution Team: Allison Fasching, Christy Wolf, Kathleen Stallard, Nicole Beck, Corrie Taylor

Comments
SFeldSprint

Way to go!!

JudeDew

Awesome!

Thanks @JudeDew!

Thanks @SFeldSprint

Good luck @A11ey and team, will be thinking of you on awards night

Thank you @markcnichols!!

Great story, thank you for sharing!

Question for the team - what formula did you develop to determine a solution view was equivalent to a deflected call?  Was it a 1:1 ratio (for every view, there was a deflected call?)  Did the criteria include and success include the view and call deflected within the same user session?  Did you track the user for a period of time (say 1-2 weeks) to determine if they later called back after possibly viewing a solution?  

I'm just curious what criteria, formula, and / or triggers you used to ascertain the results?

Thank you,

Eric