Giffgaff: a brand community in the heart of the customer relationship - The Social Customer - The Digital Agency The Social CRM Client - The Digital Agency maps CRM
Expertise in - By The TheSocialClient Wednesday, April 18, 2012 - 2 comments
Intervention giffgaff, maps a subsidiary of Telefonica O2, has attracted interest and a series of questions / answers lively at the Salon Customer Strategy, Wednesday 5 April. Vincent Boon, Head of Community, explained the social strategy giffgaff, which finds its roots in the community. Giffgaff is a British telecommunications service whose mission is to market SIM cards. This service is completely virtual apart sending SIM cards, which are, themselves, very real.
The slogan "the mobile network run by you" ("The mobile network run by you") is the heart of this innovative operation, the brand has a relationship of proximity with its customers. For this, the team giffgaff is constantly looking for ways to integrate the community in all its activities: maps for example in the use of the platform of social media management (a platform powered by Lithium) or its crowdsourcing campaigns .
Giffgaff maps advocates a completely social customer maps service, without external intervention and a community that is almost completely self-managing. Today, 75% of customer requests are resolved by the community and the average response time to posts left on the community platform is 3 minutes! The fans are promoting the brand, protect and manage its customer relationship seamlessly on Internet.
Vincent Boon reports "for a client who expressed his dissatisfaction, 25 others do not manifest, even though they may be in a difficult situation. "For a service maps like giffgaff, maps social space is the perfect place to meet gaps, issues and frustrations that are not even raised.
The social aspect of operations giffgaff is also a source of co-creation. Ideas generated by the community are intended to improve the customer experience: recommendations, challenges, games and exchange of best practices emerging from these interactions are beneficial to the brand itself.
Interactions with the community to improve customer satisfaction and optimize the Net Promoter Score (the number of people who would be willing to recommend the brand to others): in this case, almost giffgaff aligns with giants like Google or Apple!
Of course, a customer relationship managed almost entirely by the community is not possible for all brands. It depends on the type of activity, client profile, community capacity ... However, relying on the community even at a lower level is used in all cases to reduce the number of direct contacts with customers, with quality proven treatment and in short time. For this it is necessary maps to develop effective tools animation brand communities.
Vincent Boon gave us some of his secrets to animate the community: Involving members in the brand strategy in the recruitment of other members, in the resolution of customer maps issues Involve members in the drafting and the enriching the knowledge base Allow members the responsibility to ensure compliance during exchanges Feeding feedbacks and ideas of the community to develop the right products.
If Social CRM is rooted maps in the DNA of giffgaff has made the choice to leave the community to meet the stage, other brands in France is launching today in managing their customer relationships with the help their community. This is the case of Sosh B & You, Casino, iDTGV ... examples to observe closely to monitor developments in Social CRM in France.
About TheSocialClient - Digital Agency CRM Acticall group blog TheSocialClient is moving on news and views from our experts in digital customer relationship, social CRM and social media
This blog is dedicated to the professional Digital CRM. To speak directly to your internet service provider, we invite you to contact them through their community spaces like Facebook.
XHTML: You can use the following tags: <a href="" title=""> <abbr title=""> <acronym title=""> <blockquote maps cite=""> <b> <cite> <code> maps <del datetime=""> <em> <i> <q cite=""> <strike> <strong>
Follow us on Twitter, Linkedin and Foursquare: Follow @ thesocialclient Like us on foursquare Receive our articl
Expertise in - By The TheSocialClient Wednesday, April 18, 2012 - 2 comments
Intervention giffgaff, maps a subsidiary of Telefonica O2, has attracted interest and a series of questions / answers lively at the Salon Customer Strategy, Wednesday 5 April. Vincent Boon, Head of Community, explained the social strategy giffgaff, which finds its roots in the community. Giffgaff is a British telecommunications service whose mission is to market SIM cards. This service is completely virtual apart sending SIM cards, which are, themselves, very real.
The slogan "the mobile network run by you" ("The mobile network run by you") is the heart of this innovative operation, the brand has a relationship of proximity with its customers. For this, the team giffgaff is constantly looking for ways to integrate the community in all its activities: maps for example in the use of the platform of social media management (a platform powered by Lithium) or its crowdsourcing campaigns .
Giffgaff maps advocates a completely social customer maps service, without external intervention and a community that is almost completely self-managing. Today, 75% of customer requests are resolved by the community and the average response time to posts left on the community platform is 3 minutes! The fans are promoting the brand, protect and manage its customer relationship seamlessly on Internet.
Vincent Boon reports "for a client who expressed his dissatisfaction, 25 others do not manifest, even though they may be in a difficult situation. "For a service maps like giffgaff, maps social space is the perfect place to meet gaps, issues and frustrations that are not even raised.
The social aspect of operations giffgaff is also a source of co-creation. Ideas generated by the community are intended to improve the customer experience: recommendations, challenges, games and exchange of best practices emerging from these interactions are beneficial to the brand itself.
Interactions with the community to improve customer satisfaction and optimize the Net Promoter Score (the number of people who would be willing to recommend the brand to others): in this case, almost giffgaff aligns with giants like Google or Apple!
Of course, a customer relationship managed almost entirely by the community is not possible for all brands. It depends on the type of activity, client profile, community capacity ... However, relying on the community even at a lower level is used in all cases to reduce the number of direct contacts with customers, with quality proven treatment and in short time. For this it is necessary maps to develop effective tools animation brand communities.
Vincent Boon gave us some of his secrets to animate the community: Involving members in the brand strategy in the recruitment of other members, in the resolution of customer maps issues Involve members in the drafting and the enriching the knowledge base Allow members the responsibility to ensure compliance during exchanges Feeding feedbacks and ideas of the community to develop the right products.
If Social CRM is rooted maps in the DNA of giffgaff has made the choice to leave the community to meet the stage, other brands in France is launching today in managing their customer relationships with the help their community. This is the case of Sosh B & You, Casino, iDTGV ... examples to observe closely to monitor developments in Social CRM in France.
About TheSocialClient - Digital Agency CRM Acticall group blog TheSocialClient is moving on news and views from our experts in digital customer relationship, social CRM and social media
This blog is dedicated to the professional Digital CRM. To speak directly to your internet service provider, we invite you to contact them through their community spaces like Facebook.
XHTML: You can use the following tags: <a href="" title=""> <abbr title=""> <acronym title=""> <blockquote maps cite=""> <b> <cite> <code> maps <del datetime=""> <em> <i> <q cite=""> <strike> <strong>
Follow us on Twitter, Linkedin and Foursquare: Follow @ thesocialclient Like us on foursquare Receive our articl
No comments:
Post a Comment