making every digital interaction counts

Making Every Digital Interaction Counts: Case Study from StarHub

18 - 19 May 2015 Singapore@bluefirefly2359

Social Monitoring, Analytics & CRM Conference

Agenda

1. How StarHub uses different social technologies and platforms to monitor and engage social customers (both reactively and proactively)

2. Reasons for StarHub’s decision to set up Social Hub and its impact on CRM

3. Challenges and pitfalls to avoid in real-time communication

Full Quad-Play: One-stop shop for customers

Mobile Pay TV

NetworkBroadband

Pay TV

Pay TVHubbing

1st Fully Integrated Operator in Singapore since 2000

StarHub is a Love Brand

StarHub is Brand of the Year 2014

Can StarHub be a Love Brand Online?

Listening is Love in Action

Customer empathy

Social Listening is part of the Strategy to Humanise the Brand

Social technologies and platforms to monitor and engage social customers

(1) Social Listening

using SM2

(6) Crowdsourcing Ideas using Idea Exchange by Lithium

(3) Social Crisis Management

using VSocial

(2) Social Support on

Facebook & Twitter using

SCRM Tool VSocial

(4) Twitter Proactive Engagement using VSocial

(5) StarHub Community Crowdsupport using Lithium

(7) Gamification to convert advocates using Lithium

(8) Social Media Mission Control Centre using customised screens and applications by Vocanic

Social Listening – Social Media Monitoring

Social technologies and platforms to monitor and engage social customers!


using SM2



using VSocial



SCRM Tool VSocial





Social Support – Facebook & Twitter

Community Manager drafts in VSocial and posts the replies to different platforms

Social Support – Using SCRM Tool VSocial

We monitor response SLA by community managers & CS


Account Specific Query

Customer writes to us via StarHub

Cares

Community Manager receives the query on VSocial, tag each as positive/negative or

neutral and assign it to Customer Service

Customer Service attends

to customerUpdate on Siebel

& VSocial

StarHub CaresForm


CRM

VSocial Social CRM


StarHub Most Socially Devoted Brand



using SM2



using VSocial



SCRM Tool VSocial





Social Crisis Management

Social Crisis Management

• Challenges and pitfalls to avoid in real-time communication• Dos

• Be prepared• Acknowledge first• Stay calm and don’t rise to the bait• Twice as nice as everyday life• Use bans sparingly• Warn privately • Edit and not delete

• Don’ts • Feed trolls• Use non-social media sounding

responses• Smear competitors



using SM2



using VSocial



SCRM Tool VSocial





Proactive Engagements

Service Recovery


Recontract

http://instagram.com/p/hVr543OYYz/


INFLUENCER ENGAGEMENT



Profile Photographer and blogger,FajarSiddiq.comYo-Yo enthusiasthuge following on Twitter and Instagram, has own Facebook page

Twitter Followers: 827Following: 205

Instagram Followers: 1,925Following: 261

Story He complained to StarHub regarding his request to port his prepaid number to post-paid. Eventually, his issue was settled.

Due to his enthusiasm and great cooperation, we check his profile out and found that he loves playing the yo-yo.

He also positively participate in conversations with StarHub on Twitter. A great advocate of the brand.

https://www.facebook.com/134934362471/posts/10152058903852472https://www.facebook.com/photo.php?fbid=240091892817831&l=d4620322c0https://twitter.com/fajarsiddiqFS/status/403066879587004416/photo/1



https://www.facebook.com/134934362471/posts/10152058903852472

https://www.facebook.com/photo.php?fbid=240091892817831&l=d4620322c0

https://twitter.com/fajarsiddiqFS/status/403066879587004416/photo/1


JUST SPREADING

SOME HAPPINESS

1.9K Retweets!>600 Favs



CLOSED GROUP ENGAGEMENT



using SM2



using VSocial



SCRM Tool VSocial





StarHub Community Crowd Support

Empowering customers to link to things they are passionate about and to others who are passionate about the same things



using SM2



using VSocial



SCRM Tool VSocial





Crowdsourcing Ideas



using SM2



using VSocial



SCRM Tool VSocial





Gamification

Converting Advocates



using SM2



using VSocial



SCRM Tool VSocial





StarHub Social Hub – Social Media Mission Control Centre


https://www.youtube.com/watch?v=-k_uvAIKl4U

The Straits Times 31 Jan 2014

StarHub Social Hub attracted much interest

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