Apart from AOL, T-Mobile and Vodafone the global players are hardly represented in social networks, microblogging and video portals
Telecommunication companies face great challenges: they take up the cause of global networking. Much has happened since the time the post office provided bulky telephones with dial. Today, multiple telko-groups offer mobile and fixed telephony, DSL and digital TV. VoIP, VDSL and mobile high-speed internet are no longer just a dream and new transmission standards are raring to go. This should provide enough topics of conversation.
According to the ethority “Brands in Social Media“ study, the telecommunications industry has a share of 9,7 percent in the buzz. Here, relevant topics are mainly discussed in forums and the exchange of experiences, technical support or tips for dealing with phone companies rank first.
ethority has already conducted various successful projects in this particular branch. For example in support of one of the major phone companies in Germany, as the following case illustrates:
Case
Initial Situation:
It is of common knowledge that dissatisfied customers speak out especially often on the web. The thus created image could quickly lead to a distorted brand perception of the remaining customers. The identification of these and other user opinions in their own diversity is an essential step on the path to the evaluation and analysis of customer satisfaction.
Objective:
The evaluation of customer satisfaction or the recording of discerning customer opinions was the main focus and provided a basis for optimization.
Realisation:
In the course of the project, over 100.000 opinions concerning multiple products and services of the phone company were evaluated within the German web. Moreover, a thorough monitoring of German blogs and popular online forums was conducted. Here, 50 members of staff had constant access to the data base, which made the evaluation transparent and enabled a 24/7 data recall.
Results:
The profit of using real-time feedback soon became apparent – therefore, necessary product improvement could be made at short notice. An additional result was fewer calls and a reduction of call centre waiting time. Furthermore, an own support team in social media was established.
