In 2009, the customer service team decided to address negative sentiment and unresolved customer service issues on the social web. The level of service earned positive comments, as well as direct customer feedback through Twitter and Facebook.
AT&T found that it was also able to assess the value to the corporate brand by measuring a number of financial and relationship impacts.
• Savings from avoiding service calls by resolving issues on social media.
• Customer retention and potential future revenue of loyal customers.
• Influence of positive word of mouth.
• Revenue generation and cost savings from referral traffic to company websites.
• Improved customer satisfaction score through faster case resolution.
• Early warning and faster response to emerging customer issues.
Measures like these help to demonstrate that social media is good for business.
Used in conjunction with traditional approaches to monitoring and managing customer satisfaction, social media strategies can provide a powerful driver for customer service improvements.
AT&T is constantly striving to improve customer satisfaction and one of the internal mechanisms we have in place is the annual CEE (Customer Experience Evaluation) survey.
What matters in our competitive marketplace is not just whether customers are ‘satisfied’, but more importantly, if they are ‘very satisfied’; therefore, willing to recommend us to their associates, friends and family.
The CEE survey is a customer relationship study, in both domestic and global markets, using a segmentation model
as part of its client-centred approach.
After receipt of the customer’s feedback, the AT&T account teams sit together with the service management teams to analyze the customer comments, together they look at the sections which the customers are unsatisfied with, and discuss action plans to improve on the issues reported by the customers.
AT&T also had a competitive benchmark study completed, to understand which telecommunications categories drive overall wireline satisfaction, to uncover the specific product and service attributes that drive satisfaction within each category and to determine AT&T’s rank on these drivers of satisfaction versus competitors.
Best in class is the only option. AT&T believes that everyone owns customer satisfaction and can influence results.
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