Virgin media and using social media

Sep 27, 2010Download as PPTX, PDF1 like618 views

�ݺ�ߣs from Alex Brown's presentation to The Institute of Customer Service's social media form at Contact Centre Expo 2010. Alex discusses how Virgin Media have used Twitter to set up a customer service channel, how it's encouraged brand advocacy and some of the lessons they've learnt.

Virgin Media and Social MediaHow we’re using it for customer service and what we’ve learntAlex Brown - September 21, 2010

What we’re doing in Social MediaForumsPromoter CommunityFacebookTwitterThe Virgin Media Twitter Tweam: Pete (PM), Billy (BMc) and Sam (ST)

EngagementLaunched @virginmedia twitter feed in Dec ‘08One of the first UK ISPs to engage with customers via Twitter – customers were already talking about usFollowers increasing steadily with no signs of slowdownGrowing organically and through pro-active engagementDedicated customer care resource support customers

@virginmedia engagementFollower growth currently linear

@virginmedia engagementOver 25,000 posts since launch, with exponential growth2,310 tweets – 92 per dayDedicated resource launched

Other Virgin Media feedsV Festival (@vfestival)

On Demand (@vmondemand) and Movies (@vmmovies)

Shorts (@VMediaShorts) & Pioneers (@vmpioneers)

Special offers@virginmedia WordcloudSource: www.wordle.net

Customer Care via TwitterReactiveCustomer ‘tweets’ to @virginmedia asking for help, venting frustration etc

One of the Twitter ‘Tweam’ picks it up and offers help on the spot if they can. If not, they invite the customer to send details on to our dedicated team mailbox

Owns issue to a resolution and ‘Wows’ the customer (case management)

Feeds back within the business to ensure we learn fromProactive‘Tweam’ uses keyword searches on Twitter to locate customers talking about us, reaching out to offer assistance as needed.The resultsHappy customers advocating Virgin MediaNet Promoter Score® (NPS)

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How Virgin Media is using social media for customer serviceAlex Brown

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Virgin media and using social media

1. Virgin Media and Social MediaHow we’re using it for customer service and what we’ve learntAlex Brown - September 21, 2010

2. Who we are

3. What we’re doing in Social MediaForumsPromoter CommunityFacebookTwitterThe Virgin Media Twitter Tweam: Pete (PM), Billy (BMc) and Sam (ST)

4. Help & Support Forums

5. Promoter Community – ‘The Sofa’

6. Facebook

7. Twitter - @virginmedia

8. EngagementLaunched @virginmedia twitter feed in Dec ‘08One of the first UK ISPs to engage with customers via Twitter – customers were already talking about usFollowers increasing steadily with no signs of slowdownGrowing organically and through pro-active engagementDedicated customer care resource support customers

9. @virginmedia engagementFollower growth currently linear

10. @virginmedia engagementOver 25,000 posts since launch, with exponential growth2,310 tweets – 92 per dayDedicated resource launched

11. Other Virgin Media feedsV Festival (@vfestival)

12. On Demand (@vmondemand) and Movies (@vmmovies)

13. Shorts (@VMediaShorts) & Pioneers (@vmpioneers)

14. Virgin Media Business (@vmbusiness)

15. Retired Feeds

16. Portal news & editorial engagement

17. Special offers@virginmedia WordcloudSource: www.wordle.net

18. Customer Care via TwitterReactiveCustomer ‘tweets’ to @virginmedia asking for help, venting frustration etc

19. One of the Twitter ‘Tweam’ picks it up and offers help on the spot if they can. If not, they invite the customer to send details on to our dedicated team mailbox

20. Owns issue to a resolution and ‘Wows’ the customer (case management)

21. Feeds back within the business to ensure we learn fromProactive‘Tweam’ uses keyword searches on Twitter to locate customers talking about us, reaching out to offer assistance as needed.The resultsHappy customers advocating Virgin MediaNet Promoter Score® (NPS)

22. Cost to serve

23. In customers’ own wordsI picked 10 because there isn't an 11. Sam in the Twitter team was really really helpful and a pleasure to deal with!

24. In customers’ own words …

25. Fostering Advocacy

26. Making it all worthwhile…Virgin Media - “Top Twittering ISP” (July 2009)http://www.top10-broadband.co.uk/news/2009/07/twitter_tweet_for_better_broadband/

27. Stephen Fry - InfluencerJust a handful of tweets – each time Stephen Fry mentioned 50Mb he reached over 500,000 followers (now has 1.7m+).One high profile installation has the power to create immense word of mouth

28. Rob Brydon – Halo effectEach time Rob Brydon mentioned Virgin/50Mb he reached over 50,000 followers (now has ~200K).Another high profile installation generating significant word of mouth, and significant influence

29. What we’ve learntThe conversation is happening about you, whether you join in or not

30. If your products don’t work, social media customer service won’t fix them

31. Don’t be daunted – get stuck in and do it now

32. The power of case management

33. Trust your staff’s judgment

34. Importance of internal feedback contacts

35. Instantaneous feedback channelWhat’s nextWhere do we take social media customer service from here?

36. Promotion of social media channels

37. Promotional use of social media

38. New opportunities (e.g. TiVo integration)Dilbert!Alex BrownSenior Manager, Customer ExperienceVirgin Mediaalex.brown@virginmedia.co.uk@alexbrown1972 on TwitterSource: www.dilbert.com

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