Build trust in a brand where little exists today by creating a helpful social customer care organization that facilitates meaningful conversations.
Leverage Lithium Response (formerly Lithium Social Web) for better social customer care and proactive conversations.
In 2014, we continued our mission to innovate in order to drive growth and service excellence, all while continuing to work hard to win customers’ trust. Affordability is a key concern for both residential and business customers and our extensive coverage is both a strength and a responsibility. In the beginning, we had 4 people skilled to deal with contacts on Twitter and Facebook. However, we only had 1 person responding to customers 6 hours a day and this was only if calls were not busy or they weren’t needed on webchat. We soon enlisted Lithium Response to upgrade our social care efforts. Today, we have a team of 16 full time employees, responding from 8:00 a.m. to 10:00 p.m. 7 days a week.
Our customers are at the heart of everything we do so we asked all of our followers across Twitter, Facebook and Google+ for their opinions on response times, to make sure we could meet their expectations. We found that our customers don’t want an immediate response, they just want the right response. This allows us to take the time to make sure we do everything for the customer and as a result have set our general response time to less than 2.5 hours.
We understand that in our business some queries require a quicker response and an escalation plan. Lithium Response allows us to recognize these posts and prioritize easily in the platform so they are handled immediately and efficiently. For example:
We found that 74% of customers contacting us on social have already contacted British Gas through another service channel and, unfortunately, they have been failed by that channel. We have to make sure when they came through social, we are the final contact. Lithium Response helps us accomplish that. We upskilled the social care team across all business areas, with a target of less than 10% of contacts being transferred out of the social team – a great achievement for our team. We’re working with the larger team on sharing best practices and lessons learned, in order to ratify through the entire organization.
This year, we have been reaching out to social media commentators who are in situations where they need help, but do not mention British Gas. We’re having 800+ meaningful conversations per month with people to rebuild trust in our brand. We’ve worked closely with the Lithium Response team to use the platform so these conversations can be identified, brought in and served to the appropriate team. Plus, Response allows us to have these conversations with influential commentators by delivering conversations from commentators, and we’re able to know more about these influencers by leveraging Klout.
This activity is about rebuilding trust in a brand, where it doesn’t exist anymore. If a commentator is talking about having a cold shower due to a broken boiler, we’re intercepting the conversation with a link to a self-diagnosis tool on our website. This isn’t about selling our Home Service products, but this is simply about showing the commentator we can be helpful. We step away from the customer once we have sent the helpful content and we don't re-engage, unless the customer asks for it. Behavioral economics show, by being helpful in these types of situations, if presented with your brand in the future, you will be perceived in a more favorable light. This strategy is helping us build relationships with key influencers and stakeholders and has had a +5 impact on our brand sentiment score.
Our agent scores and channel opinion are now significantly higher than voice, email and webchat customer service. Over the next 12 months, we will work with these channels to gain feedback on how social media is working and how we can best integrate into their areas. Ownership and full resolution in one contact is of paramount importance to social media care, and this is now coming through in our results.
At British Gas, our goal is to put the customer first. Lithium Response has allowed our social care team to spend time dealing with the customer instead of filling out Excel spreadsheets.