際際滷

際際滷Share a Scribd company logo

Airtel Case study analysis - AB InBev - Project Request 2018

Sathish Kumaar
Sathish Kumaar

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 of 8
Download to read offline
Airtel Social Listening Exploration International Roaming Pack March - May 2017
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
Snapshot Total Unique Authors 543 Total Mentions - 1187 Top Volume Contributor Top Complain Platform Google Trends Top 3 Influencers
As Airtel continues its rapid growth on offers, opportunities for increased B2C engagement are abundant 0 10 20 30 40 50 60 70 80 90 100 01/03/17 03/03/17 05/03/17 07/03/17 09/03/17 11/03/17 13/03/17 15/03/17 17/03/17 19/03/17 21/03/17 23/03/17 25/03/17 27/03/17 29/03/17 31/03/17 02/04/17 04/04/17 06/04/17 08/04/17 10/04/17 12/04/17 14/04/17 16/04/17 18/04/17 20/04/17 22/04/17 24/04/17 26/04/17 28/04/17 30/04/17 02/05/17 04/05/17 06/05/17 08/05/17 10/05/17 12/05/17 14/05/17 16/05/17 18/05/17 20/05/17 22/05/17 24/05/17 26/05/17 28/05/17 30/05/17 Google Trends: Airtel Google Trends Peaked due to Media announcements and offer curiosity
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
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%
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
Thank You

More Related Content

Airtel Case study analysis - AB InBev - Project Request 2018

  • 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 0 10 20 30 40 50 60 70 80 90 100 01/03/17 03/03/17 05/03/17 07/03/17 09/03/17 11/03/17 13/03/17 15/03/17 17/03/17 19/03/17 21/03/17 23/03/17 25/03/17 27/03/17 29/03/17 31/03/17 02/04/17 04/04/17 06/04/17 08/04/17 10/04/17 12/04/17 14/04/17 16/04/17 18/04/17 20/04/17 22/04/17 24/04/17 26/04/17 28/04/17 30/04/17 02/05/17 04/05/17 06/05/17 08/05/17 10/05/17 12/05/17 14/05/17 16/05/17 18/05/17 20/05/17 22/05/17 24/05/17 26/05/17 28/05/17 30/05/17 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