Bharti Airtel, Vodafone India, Idea Cellular, Aircel and Telenor are extensively concentrating solely on Social Media i.e. Facebook and Twitter with an intention to enhance customer experience, settle complaints . They are thriving to create a sturdy brand engagement to keep themselves within the country’s hyper-competitive telecom industry.
Data analytics and web-crawling tools are being used by Top telecom service carriers to better understand customer behavior.
This places all the more significance as the new rival Reliance Jio Info comm gets ready to enter the market on Monday, September 5.
“Social media strategy is crucial for any brand and being a pioneer, we do it differently across Facebook, Twitter and Instagram platforms,” Bharti Airtel’s chief brand officer Rajiv Mathrani told ET.
Telco believes that social engagements permits the company to stay closer to the ground level and helps to create a future roadmap for induction of new products.
“By using social media insights, we have been able to optimise our interactions and move beyond responding to truly engaging customers,” Mathrani said
Vodafone India too believes that social channels provide insights into subscribers’ conversation that helps it to improve its service delivery.
“As an approach, we take all grievances seriously. If there has been a genuine service failure, we redress the situation immediately and take necessary process-level course corrections,” said Laxmi Rajan, national head-customer experience and operations at Vodafone India.
Aditya Birla group’s Idea Cellular said the company is using data analytics and web-crawling tools to monitor customers 24×7 and provide quick resolution to their service requests.
Social Media to the rescue!
“Social media is an instantaneous medium where customers seek quick response. We have set up a dedicated back office team to manage social media escalations,” said a spokesperson for India’s third-largest telecom service company Idea Cellular.
The company added that its social media CRM and customer engagement strategy has helped it achieve higher levels of customer satisfaction. Aditya Birla group-owned Idea Cellular serves 17.64 crore consumers today.
“The social conversations help us understand consumers better, which when coupled with other market insights help us package right products and services to offer maximum customer delight,” said Vipul Saurabh, national head-operations & customer support, Aircel. Saurabh added, “ The telco deploys a recommendation engine based on customers’ profiles and usage trends, which it further aligns with the retailers and call centre agents so that the communication becomes consistent across the channels”.