in the news
January 31, 2011
Social CRM Case in Point: Giffgaff
Giffgaff avoided many common social media challenges by thinking strategically about social CRM from the company's beginnings. The mobile operator, a subsidiary of U.K.-based O2, hired Lithium Technologies to help develop its online customer community, with the goal of having it serve as a customer service resource, as well as a marketing research tool and a research and development area. The site receives 3 million page views per month; customers post questions, share new ideas, and search its knowledgebase, says Robbie Hearn, head of member experience. "It's our central hub."