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Globe Telecom - Talk2Globe

How to EnterCompany: Globe Telecom, Philippines
Company Description: Globe Telecom is a leading full service telecommunications company in the Philippines, serving the needs of consumers and businesses across an entire suite of products and services including mobile, fixed, broadband, data connections, internet and managed services. Its principals are Ayala Corporation and SingTel who are acknowledged industry leaders in the country and in the region.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Best Use of Technology in Customer Service

Nomination Title: Talk2Globe: Innovating Social Customer Care

Tell the story about how technology has improved your customer service initiatives since the beginning of July 2012 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Globe Telecom believes in creating lasting relationships with customers through honest and sincere communication, and seeks to promote this particularly in social media.

With tech-savvy customers turning to Twitter for information on products and services or to rant about negative service experiences, Globe saw an opportunity to use the social networking service to provide end-to-end support for subscriber concerns. Utilizing Twitter as a major customer service channel, however, presented challenges.

- Only tweets addressed directly to @talk2GLOBE, the company’s official Twitter account, were being captured. Agents had to search for keywords and hashtags manually to find other Globe-related tweets.

- Tweets were left unattended once Twitter’s daily cap (1,000 tweets, 250 direct messages) was reached, leading to negative online sentiments about Globe.

To deal with these challenges, Globe invested in several tools that worked together seamlessly, creating a technologically innovative “social ecosystem.”

- Radian6 (SalesForce): Crawls the web for keywords around a specific brand and measures online sentiment based on intelligent keyword analysis.

- Lithium Social Web (Lithium Technologies): Provides workflow management for Twitter with an analytics engine. The tool automates processes; queues, tickets and picks up Globe-related tweets; enables seamless switching from public to private messaging; and administers a post-transaction survey.

- Globe Community (Lithium Technologies): A gamified online community platform that empowers customers by giving them space for expressing opinions about Globe and contribute to its continuous process of improvement. The Community also allows Globe to actively listen to customers and gain insight on how to best serve them.

Adopting this “social ecosystem” across the entire customer service infrastructure allowed Globe to cut down response time to tweeted queries, and produced more opportunities for honest and meaningful conversations. The Community is pivotal, as it created a converged platform for the retention of off-domain conversation (Twitter, Facebook) and drove traffic to on-domain properties, thus increasing e-commerce take-up and self-service.

The ability to crowdsource social Q&A and content effectively blurred the line for knowledge-sharing, allowing even call center agents access to informal tips and tricks generated by customers through this innovative social care ecosystem. This innovation has gone to the extent of shattering traditional customer service “glass ceilings” between customers and employees by giving them the ability to engage almost directly, cutting across communication and formal service barriers.

Within 6 months of implementation:

- More than 135,000 tweets are captured monthly, 298% higher than before
- From 80%, now 99% of all tweets captured are made actionable
- Response rate soared to 95%
- More than 80% of concerns are resolved within six agent responses
- About 95% customer satisfaction, up from the previous 70%
- Based on surveys conducted among members, at least 60% finds Globe Community helpful in resolving concerns, saving them a hotline call or a store visit

Globe saved about PHP6.15 million (roughly $139,000) from call reduction and agent efficiency gains. Moreover, the improved service yielded positive online sentiment for Globe, with @Talk2Globe now being the most influential telco brand account in the Philippines according to Socialbakers. Globe is also able to draw richer insight from the crowdsourced information, and create more innovative and competitive services for its subscribers.

 

Provide a brief (up to 125 words) biography about the leader(s) of the nominated customer service organization:

As Director of Customer Communications & Knowledge Management, Miggy Dela Cruz is responsible for overall customer touchpoints at Globe Telecom. He manages content across all customer communication vehicles – SMS, mailers, email, IVR, self-service and even social media. With a growing customer base of more than 34 million subscribers across different brands, engaging with customers in a meaningful and personal way becomes more challenging each day. Miggy and his team continue to find ways to stay relevant and remain present wherever Globe customers may be.

He and his team have launched various innovative strategies that changed the way support engagement is conducted over social media, particularly Twitter. Today, customers are delighted with a truly unique social customer experience through personalized servicing and collaborative support.