4 ways Tesco Mobile is winning the Customer Service game


In today’s ‘always on’ business environment customer service is key to every brand, especially those within the service sector where Twitter is your new hotline number. So how does that tie in with what the Clue Train Manifesto says – that markets are conversations?

A focus on addressing customer concerns or complaints has proven to be pivotal, but it’s just as important to remember the casual conversations you can have with your consumer.

This is where Tesco Mobile separates itself from its competitors. The brand has built its Twitter strategy around replying to customers.

Over 90% of their tweets are replies, and each reply is chatty and informal. Here are 4 ways Tesco Mobile owns the unique space of customized, effective yet cheeky customer relations.

1. Instant Replies

Tesco Mobiles made over 10,000 replies in a period of two months. The brand takes an average of 3 hours to reply to a mention and over 60% of the replies are made within one hour. They also have a uniform reply cycle, meaning they reply to as many tweets as possible (?) on any day and quickly respond on any day of the week. While a regular call center is typically open only five or six days of the week, the Tesco Mobiles Twitter support center is open all week long.

2. Cheeky lines make for a whole content strategy

You’d be surprised at how much people enjoy bold, tongue in cheek replies. It’s safe to assume many brands impose strict guidelines on what can and cannot be said and subject each tweet from an official handle to multiple rounds of scrutiny but in the case of Tesco Mobile, creative freedom has resulted in a positive reaction.

Except for the handful of tweets that carry a link, almost all their replies are custom typed plain text. Tesco mobile employs mischievous lines and irreverent remarks to capture the reader’s attention. Their humour has become so popular that people now tweet the brand for no reason at all.

As a result the brand engages in a variety of conversations with their end customer, making their markets about conversations. That’s how they keep in line with the Clue Train Manifesto.

 

Recently AdWeek did a feature on Tesco Mobiles and caught up with their agency, Jam which explained how the brand’s hilarious Twitter feed is no joke and that the strategy is a conscious effort to re-energize the brand’s online presence. Daniel Deeks-Osburn, brand manager at Jam, said “By creating content that’s authentic to the brand and consumer, we’re creating a story people want to engage with. That’s true brand advocacy.” The strategy has gone a long way to make Tesco Mobiles a customer service leader as the brand’s efforts have been acclaimed by many.

3. Exclusive customer service handle

Though Tesco Mobile answers and solves concerns under the @tescomobile handle itself, the brand has also set up a dedicated handle (@tescomobilecare) that focuses entirely on support. This Twitter account clearly establishes the faces behind the tweets and supplements the main brand handle .The only downside to the handle is that it operates only during the day shift.

So does it make sense for brands to have separate Twitter handles for customer support and to redirect users to another handle? Micah Solomon, customer service expert and author of High-Tech, High-Touch Customer Service believes that this strategy works as long as no one falls through the gaps, ““redirected” should be something different from “ignored.” Proper redirection involves a) doing the redirect correctly and b) ensuring through follow-up that nothing fell through the cracks.

According to Solomon, what is unacceptable is when a customer’s complain is forgotten, or help is denied due to insufficiency of information or authority. “There are a few different ways to approach this, but “calls” getting “dropped” isn’t acceptable. Nor is what an airline did to me the other day: saying “baggage lost isn’t handled through this account.””

4. Don’t build walls on your Facebook “wall”

In the process of exploring Twitter’s fluidity as a customer support channel, brands often forget Facebook. Though a brand’s Facebook wall can be locked and restrictions on posting content can be imposed, an angry consumer will not refrain from posting a comment on one of the brand’s promotional posts. To avoid this kind of a reaction, it’s always smart to keep the doors open and allow people to voice their issues.

Tesco received almost 600 fan posts in January and February, and they replied to over 92% of these posts. What is perhaps most interesting about their replies is that they don’t direct the consumer to a helpline number or email but have multiple dialog exchanges with the person and arrive at a viable solution on the social network itself.

Customer service has always only aimed at resolving an immediate consumer issue whereas Tesco Mobile has taken it one level higher and converted it into customer relations and conversations. Customer service, though essential is remembered only temporarily whereas building a relationship with the consumer creates a special brand-human bond. And that is the kind of equation that will benefit any brand in the long run.

So what is the result of all this focus on customer care on social media? Interestingly, in a recent Mobile Network Provider Satisfaction Survey, Which? Magazine recommended Tesco Mobiles and commended its customer service. The brand was also voted 12th best brand at customer service by Marketing Week’s Top 100 Brands for Customer Experience.

Methodology

Unmetric compiled this report by sourcing data from its own benchmarking platform. Data and insights on brand activities on Twitter were analyzed for the period of January 01- February 28, 2014. To access all this data, sign up for a 6 day trial.





 



Return On Intelligence: An Alternative perspective on Social Media ROI

This post was originally published on WOMMA here.

It comes from Rick Liebling, Head of Global Marketing, reach him on Twitter here: @RickLiebling

Whether you’ve been to one social media conference or 100, you’re sure to have seen a panel talking about ROI – three letters that often strike fear into the hearts of marketers and brand strategists as well as content creators and community managers. Opinions vary on the subject, with plenty of heavyweights such as Olivier Blanchard and Lee Odden providing strong cases for sharpening your ROI approach, while others offer advice with headlines such as Forget Social Media ROI or suggest you look in other directions.

Ultimately, everyone understands the need to measure something. Knowing how much you spent, what you spent it on, and how much it generated in some form of return – ideally but not always necessarily financially – is a key part of business.
But what is often missing from the ROI equation is context. Brands tend to take a myopic view, stating: “We did ‘x,’ and as a result we generated ‘y.’” While we can argue semantics around the appropriate nomenclature (ROI, ROE…) the truth is that measuring the worth of your investment by benchmarking your efforts against your competitors can also provide valuable insights. This Return on Intelligence broadens the definition of ROI to include a comparison of how your efforts are doing against a broad competitive set which could include direct competitors, your industry sector, or brands from other sectors that may also be targeting the same consumer.

Return On Intelligence

Social media provides myriad ways to measure your efforts; vanity metrics such as likes, follows, repins and retweets are the most obvious. But deeper quantitative measures such as length of time spent watching a video, admin response time to comments or localized fan growth can surface revealing insights about a brand’s social media health. Such efforts require an investment, one that can be measured by how it positions the brand against its competitors.

At the surface, an investment in social media customer service reps may be seen as simply a cost-saving exercise over traditional customer service techniques; you’re able to respond to more requests in less time. However, when your response time is measured against that of your competitors, it may be viewed as a service benefit that ultimately leads to new customer acquisition.

In another context, measuring the percentage of consumer @-replies to a brand’s Twitter account may tell you how much direct engagement you are earning. Measuring that against competitors can be correlated to brand affinity when combined with sentiment.

Viewing social media ROI through the lens of competitive intelligence allows brand managers to assess social media through a relevant lens without having to tie it directly to sales or other bottom line metrics. This approach recognizes that information is a valuable form of ‘return’ in and of itself.





 



Zippo asks fans to share stories of Zippo lighters that they have treasured and lost #sharethepain

Marc by Marc Jacobs is using social media-based casting calls to find a model to star in its first ad campaign. Turner Broadcasting’s HLN news channel has struck a strategic deal with Twitter to broadcast live visualizations of Twitter data simultaneously across television and digital platforms. Twitter has rolled out a new and improved profile that now allows users the ability to use large profile photos and customize their header. For more social media news , give the podcast a listen.