Social media platforms have always been a powerful tool to create a dialogue with the end users and understand their expectations from the brand. On the sidelines of much talked about RJio Launch, leading telecom vendors such as Bharti Airtel, Vodafone India, and Idea Cellular are now enhancing their digital footprints why focusing on social media engagement. Telecom companies want to utilize the feedback from netizens to frame better customer satisfaction policies in order to retain its loyal customer base.
For this, they are using data analytics and web-crawling tools so that they can understand customer behaviour in a better manner, while being engaged with them in a two-way social conversation. This would also help them in creating customized products for their customers, ET report stated.
With new rival Reliance Jio already starting to threaten their position in the industry, it has become all the way more important for them to value their customers so that they don’t get more chances to shift. “Social media strategy is crucial for any brand and being a pioneer, we do it differently across Facebook, Twitter and Instagram platforms,” Bharti Airtel’s chief brand officer Rajiv Mathrani told ET .
“By using social media insights, we have been able to optimise our interactions and move beyond responding to truly engaging customers,” Mathrani added.
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Vodafone India too feels that social channels provide insights into subscribers’ conversation that helps it to improve its service delivery. “As an approach, we take all grievances seriously. If there has been a genuine service failure, we redress the situation immediately and take necessary process-level course corrections,” said Laxmi Rajan, national head-customer experience and operations at Vodafone India.
Aditya Birla group’s Idea Cellular said the company is using data analytics and web-crawling tools to monitor customers 24×7 and provide quick resolution to their service requests.
“Social media is an instantaneous medium where customers seek quick response. We have set up a dedicated back office team to manage social media escalations,” said a official spokesperson.
With social networks particularly Mark Zuckerberg-headed Facebook and microblogging site Twitter getting pervasive, the large consumerfacing companies couldn’t afford to ignore these powerful interactive mediums, analysts feel. As per consultancy firm TNS, social media has evolved as an inherent part of consumer engagement, given that 94 percent of connected consumers in India use Facebook, Twitter and Google+.