BillingViews Social CRM Series: Vodafone UK
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BillingViews Social CRM Series: Vodafone UK

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A usability-focused review of Vodafone UK's Facebook customer care presence. Second in BillingViews' series on Social CRM in the communications industry.

A usability-focused review of Vodafone UK's Facebook customer care presence. Second in BillingViews' series on Social CRM in the communications industry.

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    BillingViews Social CRM Series: Vodafone UK BillingViews Social CRM Series: Vodafone UK Presentation Transcript

    • Our Series on Social CRMCase File #2: Vodafone UKEnthusiastic, but in need of organization. October 2011 Copyright 2011. BillingViews. All Rights Reserved.
    • About Our Social CRM Series• Examines how Communications Operators engage customers on Facebook• Focuses on overall approach and usability issues• Identifies positives and negatives• Provides a checklist of practical improvements• Working to establish industry-wide best practices for Social CRM in communications Copyright 2011. BillingViews. All Rights Reserved.
    • FAQWhy Facebook?• Because it is currently the most popular, consumer-facing social networking community in the world.Why not Twitter?• Well, we may get there. We’re starting with Facebook.What’s your purpose?• Social Networks are evolving and may become superb, low cost channels for customer engagement. We want to facilitate a dialogue about what is and isn’t working.Isn’t this just fluffy, pop culture stuff?• It can be, but we aim to apply proven principles – channel management, user interface design, common sense – to call out useful lessons learned. Copyright 2011. BillingViews. All Rights Reserved.
    • Case File #2: Vodafone UK Positives (+) Active, personal responses to customers (+) More than 288k “Likes” (1.5% of customers) (+) Easy to find via search and to Negatives discern from false positives (-) Basic usability issues (-) Hit-or-miss follow-ups (-) Inelegant integration to Online Self-Care (-) Inconsistent linkage from website to Facebook care Copyright 2011. BillingViews. All Rights Reserved.
    • Vodafone UK Positives (+) Active, personal responses to customers  Dedicated Web Relations team responds rapidly to customers  Provides patient, personal replies to complaints and questions  Presents relevant links within direct responses to customers to help resolve issues Copyright 2011. BillingViews. All Rights Reserved.
    • Vodafone UK Positives (+) More than 288k “Likes”  Roughly 1.5% of customer base has decided to “Like” Vodafone UK; means they receive the operator’s posts in their Facebook newsfeeds  Active community engages with operator to offer praise, participate in polls and promos, seek help and support, and – of course- to complain  Vodafone makes a sincere effort to interact positively with all customers, but polices offensive comments and explains when they’ve done so Copyright 2011. BillingViews. All Rights Reserved.
    • Vodafone UK Positives (+) Easy to find via search and to discern from false positives  Vodafone UK main page is first search response and easy to identify  No impostor profiles confusing customers seeking help  Sure, you see the inevitable hate groups, but it’s easy to discern them from the real thing  Some trademark abuse in play, but relatively limited in scope Copyright 2011. BillingViews. All Rights Reserved.
    • Vodafone UK Negatives(-) Basic Usability Issues- Customer Services labeled clearly, but only appears below the “more” fold- Discussions make for a useful care forum, but not clearly labeled as such and also appearing only below the “more” fold- Navigation to page takes users direct to Vodafone Music, not to main Wall or Care- Far too many menu items with no intuitive organizational structure or cohesive purpose Copyright 2011. BillingViews. All Rights Reserved.
    • Vodafone UK Negatives(-) Hit-or-Miss Follow Ups- Agents provide customers with links to online email form and asks them to enter code of “WRT135”- Customers don’t always get it right and requests get lost in the ether (see right)- Not a seamless approach to driving online care- Economics are off; Relies too much on staff assistance- Not a consistent way to resolve problems and drive customer satisfaction Copyright 2011. BillingViews. All Rights Reserved.
    • Vodafone UK Negatives(-) Inelegant integration to online self-care- Screen real-estate in Customer Services section not optimized (clickable options go far below what’s shown to the right)- All links open new browser window, forcing customer out of Facebook environment- Second link – to “Troubleshooting” – a broken link- No use of “social sign-on” option to create seamless e-care access Copyright 2011. BillingViews. All Rights Reserved.
    • Vodafone UK Negatives(-) Inconsistent linkage from website to Facebook care- Link to Facebook presence buried at bottom of eForum page- eForum page is 3 clicks and a few scrolls away from homepage- Other Facebook icon links trigger a ‘share this page’ option and don’t link to Facebook profile- Facebook and Twitter aren’t included in Contact Us menus Copyright 2011. BillingViews. All Rights Reserved.
    • Lessons Learned• Land customers in the right place. Sending all customers to a non-essential page (like Music, for example) creates barriers to help and care.• Keep menus simple. Too many menu items with no coherent organizational flow defies basic usability rules; creates user confusion and frustration.• Position links correctly, and test them. Hiding links to care options “below the fold” is a barrier to channel use; broken links are an absolute no-no.• Optimize screen real-estate: Facebook design and presentation options can be inflexible, but users should not have to scroll to find useful links.• Stay within the environment. Use Social CRM as an easy path to existing online care; but don’t force customers to leave the social network.• Use social sign-on. At the least, give customers the option of having single (or social) sign-on between social network and online care tools.• Link back to social network. Make customers aware that Social CRM is an option on main website and link back to social CRM consistently and clearly.• Get the economics right. Too much assistance-based help with non- integrated processes and tools hurt the cost equation for the operator. Copyright 2011. BillingViews. All Rights Reserved.
    • Coming Soon in Our Social CRM Series• Verizon Communications• Telefonica• Deutsche Telekom• America Movil• NTT DoCoMo• France Telecom• Telenor• And many more… Copyright 2011. BillingViews. All Rights Reserved.
    • What is BillingViews? BillingViews is the global home for billing and CRM expertise and intelligence in the communications and media industries. www.billingviews.com Copyright 2011. BillingViews. All Rights Reserved.
    • Who Produces BillingViews?Alex Leslie Ed Finegold• Globally recognized billing and • Globally published BSS/OSS payments expert expert• Contributor to • Ghost writer and strategist for ConnectedPlanet.com leading BSS providers• Former Founder of the Global • Former Editor-in-Chief of Billing Association Billing World Magazine Copyright 2011. BillingViews. All Rights Reserved.
    • For Our Latest Surveys Please visit: www.billingviews.com Copyright 2011. BillingViews. All Rights Reserved.