Are social media helping improve telcos’ CRM?
Grace Mirandilla-Santos | April 25, 2013
Unless you live under a rock or in North Korea, you should know that social is the way to go.
Social media - blogging, online social networking, and micro-blogging - have become so pervasive that it is almost unthinkable for a business entity - at least those who want to remain relevant - not to use them.
In telecom, social media have transformed not only business models but the very concept of customer service. Never before have consumers been given the power and ability to inquire, give feedback, complain, demand, or throw a fit with the whole of cyberspace as audience.
But are telcos using Facebook and Twitter in a way that improves customer experience? Or are they using social media only because they have to? My Facebook newsfeed and Twitter timeline are a rich source of anecdotes telling me that it’s more the latter than the former.
I have read a variety of posts ranging from simple complaints (“My internet is slow today.”), to clarificatory (“Is there a way to fix this?”), to violent (“Magsara na lang kayo!”). That last quote in Filipino roughly translates to “just close shop!”, which doesn’t quite capture how an irate, desperate customer truly feels once all civility and options have been exhausted.
Read the full entry here. Visit Telecom Asia for news and analysis for Asia’s telecoms operators.