How we do Social Media Customer Management in Movistar Spain.

1. 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

5. 14M
customers
18M connections

6. Multichanneling

7. 430KIncoming messages per year
32KUsers or customers. x2.5
80KCases served per year. ~20%

8. 6K Cases
monthly

9. 100%
cases served

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
◎ 70-85% of messages served
◎ No historic
◎ No automations
◎ First response? Who knows...
◎ 100% of messages served
◎ Customer history & records
◎ Automations save us 10-15% of time
◎ 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
◎ Timestamp
features
◎ Meta-actions
◎ Customer Care
Funneling
◎ New channels
(Messaging Apps)
Internally
◎ Multi-channel
consistency
◎ Customer Care
Funnel
◎ Integration with
our/some CRM
◎ In-app customer
management
◎ Third party sites
Improvement paths

20. Multichanneling

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