This document summarizes how a telecommunications provider used Buzzient social CRM to enable social media listening and engagement. The provider needed a solution that provided strong analytics, integrated with their Oracle CRM, and was portable across CRM systems. Buzzient was selected as it was the only CRM-independent social CRM that met all the requirements, allowing social integration with Oracle CRM now and other CRMs in the future. Future posts will provide more details on their implementation using Buzzient social CRM.

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April 1, 2013
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As Social CRM is becoming increasingly mainstream, there is more demand for use case materials. In this
post, we’ll present how a pioneering telecoms provider used Buzzient to make the transition from passive
listening to social media to active engagement with social consumers.
The Background:
The customer, a fast growing wireless and internet service provider was on the verge of rolling out a new
network. In recognition of the fact that in 2013 consumers no longer provide feedback on service
experience, outages, or request additional services through “traditional” means alone (phone, chat, email),
but also through social media, senior management required that the customer service team develop a
social media listening and engagement capability. In fact, because the customer was also selecting a CRM
system, the listening, analysis, and engagement through social media was a critical requirement for the
CRM selection.
The Competition:
The customer was approached by several vendors with proprietary social media capabilities connected to
their CRM suites, in varying degrees of maturity. The requirements broke down into three major areas:
1. Analytics: The social media analytics provided needed to be strong enough to stand on their own, with
or without integration with the CRM application. Users of the analytics needed to be able to not only
detect service problems on the basis of the analytics, but also engage directly with consumers if need
be from the analytics suite.
2. Integration with CRM: Once captured, the social media analytics data needed to be integrated with
the CRM suite at the object level. So, it was not sufficient to be able to simply listen to social media,
but also to create CRM objects such as trouble tickets, service requests, or even leads for the
marketing department.
3. Portability across CRM applications: This latter requirement was instituted so that the customer could
preserve the option to mix/match different CRM applications in the future, as well as support emerging
best of breed functionality in other departments (marketing, loyalty management) that might not be
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2. Buzzient Social Customer Service with Oracle CRM for Telec... http://www.buzzient.com/blog/buzzient-social-customer-service...
supported in existing CRM applications.
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The Outcome:
Recent Blog Posts
This last requirement led to the final selection of Buzzient, which is still the only CRM-independent Social
CRM application in the market. The CRM system chosen was Oracle CRM On Demand; though by Buzzient Social Customer Service with Oracle CRM for
selecting Buzzient, the customer was able to achieve not only the strategic goals of embedding social in Telecommunications
the CRM experience, but also keep their options open for the future integration of social with other Oracle As Social CRM is becoming increasingly mainstream, there
or non-Oracle CRM applications. is more...
Read More »
A visual overview of the customer’s expected implementation will be included in future posts; we’ll reuse Social Media Reality Check: IP DOES Matter
this overview to detail how this customer was able to transform their customer experience with Buzzient It’s often assumed in the technology world that the
Social CRM. products...
Read More »
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