How Sky use social media and communities to support their digital service strategy
•
6 j'aime•2,174 vues
In this fascinating presentation, Sharon Reeves shares her experience as Director of eService at BSkyB. Learn how Sky use social media and online communities to support their customer & digital service strategies.
Recommandé
Recommandé
Contenu connexe
En vedette
En vedette (12)
Plus de Our Social Times
Plus de Our Social Times (20)
Dernier
Dernier (20)
How Sky use social media and communities to support their digital service strategy
- 1. Social @ Sky UK Using social media and communities to support our digital customer service proposition
- 2. 2 Why am I here?? • To share our journey • To learn stuff • To get your help on challenges we still have…
- 3. 3 Before we take the first step… Source: Oracle, Forrester, HBR “Our busiest bank branch in the UK? Our mobile app on the 7:15 train to Paddington” Ross McEwan, RBS CEO
- 4. 4
- 5. 5 Sky is growing… Social @ Sky UK Sky DeutschlandSky ItaliaSky UK • Growing number of products, services & customer base • Organisational structure and business operating model is more diverse than ever before • Integration of Sky UK, Deutschland and Italia • Voice and data services launching in UK in 2016 • Ever increasing complexity of customer service processes • Continue to grow customer demand and increase loyalty • Developing the Sky brand
- 6. 6 ‘Digital First’ vision… Taking our digital customer service proposition to the next level • Making digital channels the first place customers go • Offering faster & more flexible services • Investing in mobile apps & technologies • Targeting more than 50% of interactions through digital channels • Increasing first time resolution and call deflection • Providing proactive service messaging • Improving our web self service help and support offerings Social @ Sky UK
- 7. 7 Where does social fit in? Social @ Sky UK Help & support MySkySky Service App Promote – Share - Engage
- 8. 8 Communities and social media @ Sky Why are they important? Social @ Sky UK In 2010, Sky embarked on the first phases of its social service strategy. Sky was an early adopter of communities and social media for reasons that remain true today: • Customer communication habits have changed forever • Enabler for companies to engage, communicate and build better relationships with customers • Provides an effective route to promote our brand, products & services • There is a expectation and demand for customer service via social media channels • Power has shifted from businesses to consumers. We need to protect the brand • Ultimately, how companies answer customers social demands will influence business KPI’s • Companies who get social right will reap enormous benefit and gain huge competitive advantage
- 9. 9 Sky’s social journey Social @ Sky UK - Launch of @SkyHelpIreland - Launch of Sky Community SuperUser programme - Introduction of tokenised Live Chat - Launch of Sky Community - Service via Facebook/Sky - Setup of operational teams - Launch of @SkyHelpTea m - Launch of CRISP moderation services - Setup of Brandwatch insights & analytics - Change of engagement model on Sky Community - Launch of Sky Help Youtube channel - Introduction of social response tool - Launch of Voice Community - Review of social service strategy - Redesign of workflow Management - Develop business case for CRM integration - Develop more effective relationships with Product / Marketing teams 2010 2011 2012 2013 2014 2015
- 10. 10 Evolution of social @ Sky Where do we see ourselves now? Social @ Sky UK Source: The Six Stages of Social Business Transformation Altimeter: The Evolution of Social Business
- 11. 11 Challenges of social @ Sky Social @ Sky UK
- 12. 12 Strategic roadmap Social @ Sky UK Improved Relationships Better Conversations Effective Workflow Listening Reporting & Insights Collaboration Creating a Community Integration