The objective of this exercise is to showcase your ability to mine data and present actionable insights to business 1.Topics that get dwarfed in the noise of the broader social sphere breakthrough on Social, to be presented in a unique listening opportunity 2.Top Influencers 3. Sentiment Exploration 4. Theme Analysis 5. Possible recommendations and actions

1. Airtel Social Listening
Exploration
International Roaming Pack
March - May 2017

2. Brand Summary
1.8K Total Mentions
4.1M Earned Impressions ~ Ad spend equivalency – $45,100
963K Web Media Reach
Successful among competitors
Market share in the Industry
Breaking new ground and economical
Wrong information
Unnecessary charges
- Give Surprises and Delights for the wrong debits
- Communicate with users who give positive feedback on the brands and take into account the content shared
by highly influential authors by liking and retweeting it.
- Train CX care executives about the new features of the product

3. Snapshot
Total Unique Authors – 543
Total Mentions - 1187
Top Volume Contributor
Top Complain Platform
Google Trends
Top 3 Influencers

4. As Airtel continues its rapid growth on offers,
opportunities for increased B2C engagement are abundant
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Google Trends: Airtel
Google Trends
Peaked due to Media
announcements and
offer curiosity

5. Sentiment Overview
Positive media articles and RTs on
Airtel International Roaming Rates
translates well defined value for money
proposition
Consumers were furious and felt
betrayed on excess fee and hidden
charges.
Curious consumers wrote out to Airtel
on various queries and clarification
regarding the International Roaming
pack

6. Topics that get dwarfed in the noise of the broader social sphere
breakthrough on Social, presenting a unique listening opportunity
Negative
• Customers in other countries
activated short term roaming
plan but plan get auto renewed
and have been charged for non
usage period
• Extra charges not being waived
off and barring calls due to non
bill settlement was a evident
issue
Many users in overseas stated they tried using Airtel service due to shortage of Matrix service availability –
People prefer Matrix roaming services over Airtel
Some of the users migrated from Airtel to Vodafone and complained facing even worse situation on network
quality and customer support
Users not willing to recommend Airtel after facing multiple issues istead recommend brands which they
have not used
• Very expensive roaming packs
• Unreliable and fluctuating rate cards
• Not able to use data services on roaming pack. – Europe
• Lack of network and connection issue
• International Roaming activated without User knowledge
• Automatic renewal on Roaming pack turning users furious
• Delayed service activation
• Issues not solved on first attempt. - Same problem persist
• Roaming Packs not explained with total bill amount – CX
feel betrayed when being charged extra
• Service agent wrongly confirms on non auto renew policy
• Late response and half mouth communication
Competition Comparison – 9% Wrong debits and fees – 63%
Wrong Information form CX care team – 46% Services – 35%
Others – 12%

7. Recommendations and Actions
Social Media Engagement - Highest scope area as it connects to public directly
This will improve the customer satisfaction rate as common issues could be closed on first attempt
This could save a lot of time in response time taken. Also build automated bots to reply to such queries.
All agents must tag and bucket all queries and tickets on the respective platform, using Social listening and ORM analytics will
help in crisis management and control negative sentiment for the brand
Based on top queries and critical issues create FAQs on solution page. Where agents can share shortened links to help users
Top Volume Contributor – Twitter
Create content around positive feedback and appreciation, initiate a regular posting on official Airtel support handle
will add credibility to service and support. Eg: OnePlus
Top Complain Platform - Facebook
For all critical issues and and complains mandatorily reply with a shortened DM me link and close tickets privately. This will
limit the negative mentions exposure publicly
Wrong debits and unnecessary fee charges
Give Surprises and Delights for the wrong debits
Automated refunds and gifts for genuine incorrect charges and debits – Eg: Ola

8. Thank You