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Movistar experience in Social CRM — Successful, thanks to Engagor

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Manuel Zafra
Manuel Zafra

Movistar handles a large volume of customer inquiries across multiple channels. With Engagor's social CRM platform, Movistar is able to serve 100% of customer messages and cases, with an average first response time of 30 minutes. Engagor provides customer history, automations to improve efficiency, and a way to track performance metrics. This has increased customer satisfaction to a score of 9 out of 10.

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Movistar experience in Social CRM Successful, thanks to Engagor
Hello! I am Manuel Zafra Social Media Manager/Analyst at Telefonica Spain - Movistar You can find me at: @manuelzafra
Telefonica around the world our office
Three totally different networks Fiber 2M xDSL 6 M Mobile Broadband 10 M
14M customers 18M connections
Multichanneling
430KIncoming messages per year 32KUsers or customers. x2.5 80KCases served per year. ~20%
6K Cases monthly
100% cases served
30 minutes First Action Average Time
Our structure 10 SMM / SMA 10-15Outsourced 3-4 CM: 1st reply
Our customer care process 1. Client comes in Overcharged, bad connections or commercial doubts. Usually very angry, jelling at us, even insulting us, but, at the end, they’re just asking for help. 3. Gives us data Personal info to be sure the client is who he says he is. Details to be attended by the proper department: landlines, mobile or technical problems. 5. Client’s happy They came not expecting a solution but they got it. They’re happy, fall in love with us and come back again. They even recommend us publicly. 2. First reply The most important part of the process. We apologize and ask for data and details. Customers get surprised and tone down. If we do our job well, we can save a lot of money 4. Solving the issue We drive the customer to the proper department. Communication is continuous and clients are informed frequently, and re-questioned if needed. 6. Closing the case High rate of cases solved. High customer satisfaction. High recurrence. Publics recommendations.
Before Engagor vs. NOW â—Ž 70-85% of messages served â—Ž No historic â—Ž No automations â—Ž First response? Who knows... â—Ž 100% of messages served â—Ž Customer history & records â—Ž Automations save us 10-15% of time â—Ž CSI: 9 out of 10. First reply within 30 mins August 2013
The worst week of the year
Front vs Back Insourced vs. Outsourced. Front are cheaper. Back are expensive. The more incidences we move to Front desk the lower will be the yearly invoice. Performance and KPIs SLAs Intern (personal) goal. We’re committed but we don’t feel obligated. First action in 30m. is a consequence not an end. We’re measuring, more or less, by lapses Cost per unit Every action has a cost. Every channel implies different actions. To compete with the cheapest you’ve to show them you’re better. Quality is expensive but not as expensive as we think.
Front vs Back Insourced vs. Outsourced. Front are cheaper. Back are expensive. The more incidences we move to Front desk the lower will be the yearly invoice. Performance and KPIs SLAs Intern (personal) goal. We’re committed but we don’t feel obligated. First action in 30m. is a consequence not an end. We’re measuring, more or less, by lapses Cost per unit Every action has a cost. Every channel implies different actions. To compete with the cheapest you’ve to show them you’re better. Quality is expensive but not as expensive as we think.
Movistar experience in Social CRM — Successful, thanks to Engagor
Movistar experience in Social CRM — Successful, thanks to Engagor
Externally â—Ž Timestamp features â—Ž Meta-actions â—Ž Customer Care Funneling â—Ž New channels (Messaging Apps) Internally â—Ž Multi-channel consistency â—Ž Customer Care Funnel â—Ž Integration with our/some CRM â—Ž In-app customer management â—Ž Third party sites Improvement paths
Multichanneling
Thanks! Any questions? You can find me at: @manuelzafra manuel.zaframorales@telefonica.com
430KIncoming messages per year ~21%High level or recurrence 90KUsers served per year Annex.1
80KCases served per year ~2,5xAgain, high recurrence. 32KCustomers served per year Annex.2
430KIncoming messages per year ~20%Not every message requires customer care but all of them have to be read 80KCases served per year. Annex.3

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Movistar experience in Social CRM — Successful, thanks to Engagor

  • 2. Hello! I am Manuel Zafra Social Media Manager/Analyst at Telefonica Spain - Movistar You can find me at: @manuelzafra
  • 3. Telefonica around the world our office
  • 4. Three totally different networks Fiber 2M xDSL 6 M Mobile Broadband 10 M
  • 7. 430KIncoming messages per year 32KUsers or customers. x2.5 80KCases served per year. ~20%
  • 10. 30 minutes First Action Average Time
  • 11. Our structure 10 SMM / SMA 10-15Outsourced 3-4 CM: 1st reply
  • 12. Our customer care process 1. Client comes in Overcharged, bad connections or commercial doubts. Usually very angry, jelling at us, even insulting us, but, at the end, they’re just asking for help. 3. Gives us data Personal info to be sure the client is who he says he is. Details to be attended by the proper department: landlines, mobile or technical problems. 5. Client’s happy They came not expecting a solution but they got it. They’re happy, fall in love with us and come back again. They even recommend us publicly. 2. First reply The most important part of the process. We apologize and ask for data and details. Customers get surprised and tone down. If we do our job well, we can save a lot of money 4. Solving the issue We drive the customer to the proper department. Communication is continuous and clients are informed frequently, and re-questioned if needed. 6. Closing the case High rate of cases solved. High customer satisfaction. High recurrence. Publics recommendations.
  • 13. Before Engagor vs. NOW â—Ž 70-85% of messages served â—Ž No historic â—Ž No automations â—Ž First response? Who knows... â—Ž 100% of messages served â—Ž Customer history & records â—Ž Automations save us 10-15% of time â—Ž CSI: 9 out of 10. First reply within 30 mins August 2013
  • 14. The worst week of the year
  • 15. Front vs Back Insourced vs. Outsourced. Front are cheaper. Back are expensive. The more incidences we move to Front desk the lower will be the yearly invoice. Performance and KPIs SLAs Intern (personal) goal. We’re committed but we don’t feel obligated. First action in 30m. is a consequence not an end. We’re measuring, more or less, by lapses Cost per unit Every action has a cost. Every channel implies different actions. To compete with the cheapest you’ve to show them you’re better. Quality is expensive but not as expensive as we think.
  • 16. Front vs Back Insourced vs. Outsourced. Front are cheaper. Back are expensive. The more incidences we move to Front desk the lower will be the yearly invoice. Performance and KPIs SLAs Intern (personal) goal. We’re committed but we don’t feel obligated. First action in 30m. is a consequence not an end. We’re measuring, more or less, by lapses Cost per unit Every action has a cost. Every channel implies different actions. To compete with the cheapest you’ve to show them you’re better. Quality is expensive but not as expensive as we think.
  • 19. Externally â—Ž Timestamp features â—Ž Meta-actions â—Ž Customer Care Funneling â—Ž New channels (Messaging Apps) Internally â—Ž Multi-channel consistency â—Ž Customer Care Funnel â—Ž Integration with our/some CRM â—Ž In-app customer management â—Ž Third party sites Improvement paths
  • 21. Thanks! Any questions? You can find me at: @manuelzafra manuel.zaframorales@telefonica.com
  • 22. 430KIncoming messages per year ~21%High level or recurrence 90KUsers served per year Annex.1
  • 23. 80KCases served per year ~2,5xAgain, high recurrence. 32KCustomers served per year Annex.2
  • 24. 430KIncoming messages per year ~20%Not every message requires customer care but all of them have to be read 80KCases served per year. Annex.3