CASE STUDY: BT
BT USES SOCIAL LISTENING TO PRIORITIZE
BUSINESS EFFORTS ACROSS THE ENTERPRISE
BT needed to understand and analyze how its customers felt about its
products and services so that it could improve both customer service and
the products it was oﬀering. BT realized that to do this, it needed to gauge
what people were saying about BT across the web on social media platforms
After looking at various providers of social media listening software, BT
chose Synthesio as its social media monitoring partner in June 2012, after
recognizing that Synthesio oﬀered the most accurate and easy to use tools.
BT now uses Synthesio to monitor a variety of topics such as quality of service, products and price. When
launching new products BT also uses the software to understand and gain consumer insight. The product
team can then use this insight to address any problems or issues that have been identiﬁed and solve them
accordingly. In crisis situations, BT uses the insights and analysis picked up by Synthesio to identify any issues
early on and assess their potential impact, which helps with customer service capacity planning.
During the London 2012 Olympics, BT used Synthesio’s tools to track customer sentiment relating to BT’s
position as oﬃcial supplier of Wi-Fi at the Games. Using Synthesio’s software the BT team were able to pick
up on customer issues that would have otherwise remained unknown to them, due to the fact that whilst at
the Olympic Village, customers would tweet their issues rather than contact call centers. The team used a
fully managed service for the high level alerts but also monitored in-house, tracking the volume of tweets
requiring customer service response. Using Synthesio’s tools the team were able to quickly and eﬀectively
identify any inﬂuencers who may have tweeted negatively.
As a result of BT and Synthesio’s successful relationship, BT has raised the proﬁle of social listening in the
company, with regular reports now being received at Managing Director level. Amy Chamberlin, Head of
Social Media at BT, comments:
“By showing us the broad brush picture of customers’ reactions to things we have said or done, Synthesio has
helped us to assess what we should be focussing on by showing the relative level of conversation and
sentiment about speciﬁc topics or crises.”
BT has now quadrupled the size of its contract, expanding the use of Synthesio’s dashboards to Consumer
Marketing, Better Futures and BT Business teams. BT feels that it makes sense to use the same tool across
the organization, as it provides more areas of the business with access to the analytics, reducing the pressure
placed on the Customer Service team.
Amy concludes: “Compared to other social listening tools on the market, we found
Synthesio to be very easy to use and with a high quality of data output. The team at
Synthesio are always very responsive, easy to work with and have supported us
well in times of intense social focus such as the Olympics.”
Synthesio is a global social media monitoring company helping brands and agencies listen to,
understand and engage with consumers worldwide. Synthesio helps clients cut through the
social noise, focus on the conversations that matter most to the business, track and measure
online reputation, collaborate and engage in real-time, and manage consumer relationships
in one single, easy-to-use platform.
By delivering social media data of the highest quality within 190+ countries & 50 languages,
clients receive crucial insights into their market’s opinions, wants and needs, to drive real
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