SocialMedia404

OASIS in Action

Social media is in its infancy. Most enterprises acknowledge the potential, but do not know where to start. Below is a brief case study showing how our OASIS^CC can help you solve problems quickly and cost effectively using social media techniques.

Business situation

A business is experiencing rising volumes in the call centre, increasing costs and decreasing customer satisfaction.

Objective

Primary: Decrease costs by diverting customers to lower cost self-serve channels.

Secondary: Increase customer satisfaction by decreasing call wait times.

Audience

Research into the stakeholder groups showed that the bulk of calls were coming from people doing relatively simple things like opening and closing accounts. This group tended to be younger, more transient and comfortable with technology. Many of them were students.

Further research revealed that this group had a high affinity to mobile technology and often used it to communicate with friends via text messages. They expected routine transactions with businesses to be on-line, quick and easy. Waiting on the phone was not acceptable.

Strategy

Use traditional media to drive awareness of a special promotion. Send a text to a special number and receive a link to a site to open an account, check balances or payments due. You can also send the link to a friend and get $5 off your next bill. The campaign’s slogan is “Save money, pass it on!” Key messages are, “Save time and money, do it on-line.” and “Tell your friends and save them money too.”

Implementation

1. Use traditional media to drive awareness of the campaign and Text ##.

2. Use a mobile platform to manage in-bound/out-bound texts, and linkages to internal systems.

3. Customer actions are recorded providing statistics on usage, call diversion and overall campaign success.

4. Customer information can be added to internal databases, and customers can be reminded periodically of the site and continued usage.

Sustainment

Once the site is running, on-going campaigns, promotions and reminders can be sent directly to customers on their mobile handsets. On-line surveys can also be run to add new features, address customer irritants and generally enhance usage of low costs channels.

Why this will work

1. Customers are solving a problem their way.

2. The business saves money, customers save money.

3. Marketing costs are kept to a minimum because people are telling each other about the campaign.

4. The campaign establishes a new and relevant platform to service this customer group.

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