Digital Media on

Circle

Customer Centricity at Digital:

Strategy Map
Make Digital as a preferred Customer Service channel

Reduce 310 helpline call volume by

providing the customers an alternate
service channel with higher NPS
than traditional helpline for existing
and potential internet users
Objective

Focus
Areas

Must
Win
Battl
es

Establish Digital
as a new
Customer Service
Channel
Standardized
Customer
Experience

Implementation of
CFL on Digital to
enhance Customer
experience

Establish Web
Chat as a new
channel

Improve Online
NPS

Deploy Web Chat on all

One helpdesk
software

brand websites & Social

CCD Handling All Queries

Volume Shifting from

Across All Digital

Other Channels to Web

Mediums

Chat

Pages

Generate actionable insights

Online NPS as primary

driver for performance
enhancement

Purpose of Customer service at Digital

The process of receiving and responding to
complaints/Queries over social medium needs to take place in
a manner that ensures Query Resolution/Closing the
loop with the least amount of turnaround time, good quality
customer services and the greatest accuracy.
In other words
Turning Fans into

Brand Ambassadors

Digitizing Customer Care

Benefits

Higher Satisfaction
Lower Costs
Faster and Simpler
Customers as
Brand Advocates

Get an Auto loan, print a

check for dealer and insure
your car
Total TAT: 30 MINUTES

Top Guru Lists, Badges, Early

Product Previews for Brand
Advocates
Saved EUR 5.75 million using
e-Care through 5,000 online
posts and community
management

Content on Social Media platforms

Admin generated Content

Timeline posts
Cover/profile picture
Tweets

User generated Content

Wall posts
Messages
Tweets

Information
Complaint
General Comment/Proposal
Videos & Images/Other

Brand Tonality (Customer service)

Dos
Be honest and straight forward

Donts
Do not lie, mislead or try to hide the truth.

Always greet and sign off (Salam, hi, thanks)

Joke in good taste, be Informal not sloppy

Avoid offensive words like crap, shit, what the hell

Never say never, respond quickly

Dont Route the customers to any other channel like

310 (Unless deemed necessary)

Be Clear, brief, formal & respond quickly.

Always verify information

Keep a helpful and positive tone.

Dont get into a debate

Answer all questions and pre-empt further

questions

Dont assume.

Simple smiley *:)* and thanks at the end of replies

Avoid abrupt ending while replying

Indulge in relationship building discussions

Dont ask personal questions (its creepy)

While addressing the customer use his/her first

name

Dont user Sir/Madam/Mr./Ms. etc.

Language

Brand
Circle

Language
Urdu and English

Crisis Management

Spam Management over

Social

Caus
es

a)
Links/Posts/Unwanted information
b)
Link to Malicious/inappropriate websites

Required Action
1. Reply to the post
2. Take a screen shot & Hide the post
a)
b)

Abusive Language/Post
Inappropriate Image/Video/Content

Required Action
1. Take a screen shot & Delete the
post
2. If there is a habitual spammer, take
a screenshot, block the user and
inform the brand custodian

Strate
gy

Information Asymmetry
Decisive Change from the Norm
Material Business Impact
1. Acknowledge
2. Respond first on all platforms
3. Be Sorry
4. Create a crisis FAQ
5. Decide OWN platform for dialogue
(To enable moderation)
6. Take it offline after the third reply
7. Keep all employees
(Spokespersons) informed
8. Document and learn from the
crisis

Escalation Matrix
The below mentioned escalation matrix will be
considered if the issue/concern didnt get addressed by
the Brand custodian or E-Care team.
Unit

Level 1

E-Care Team

Supervisor/ Team
Lead
Supervisor/ Team
Lead

Digital Marketing
Team

Brand Custodian

Agency

Level 2

Level 3

Assistant manager

Manager

Assistant manager

Manager

Assistant manager

Manager

Community Management Expectations/KPIs

Query Resolution
Closing the loop
Business Intelligence
Socially devoted (To become socially devoted focus is given to)
Two Way Communication Channel (Maintain Dialogue with your followers)
Respond to all follow-up questions (Response rate)
Communicating in a timely fashion (Response time)
Response time
Response rate
Turn Around Time

Thank You