Telkomsel optimizes internal operations to deliver exceptional customer care initiatives on social media
Telkomsel is the largest telecom in Indonesia, with over 147 million subscribers, nearly 1.3 million Facebook fans, and about 700,000 Twitter followers. Strong social media communication is crucial for Telkomsel to deliver high-quality customer service and a better customer experience.
As an industry, telecoms receive the highest demand from customers on social, and Telkomsel receives thousands of requests from customers every single day across multiple channels.
Recognizing the potential in social customer care for cost savings and improved customer satisfaction, Telkomsel built an effective social care structure integrated with different divisions of their organization, breaking down traditional silos.
Noticing an opportunity to better engage with customers, Telkomsel decided to interact with them where they already are – on social. This strategy has had incredible results including an impressive 11 minute average response time to 36,586 questions on Facebook while maintaining a 99.58% response rate. (To put Telkomsel’s achievement in perspective, they alone received more questions on Facebook than 17 whole industries, and more questions on Twitter than 7 industries.)
Investing in social customer care has helped us to solve customer enquiries faster and more effectively than before, and we are now delivering better service for a greater number of customers at a lower cost.Andri Wibawanto, VP Customer Care Management
Telkomsel then analyzed the data and started curating content for social media channels based on the current markets they were serving. For instance, they noticed that their Twitter account receives more questions from professionals and customers in big cities, while on Facebook the typical customer is younger and more rural. Armed with this data, Telkomsel developed a strategy for each channel its own strategy and trained personnel to best serve their customers.
Telkomsel’s dedication to social customer care has helped them solve customer issues faster and more effectively than ever before, and they have set a high standard for social customer care that deserves notice by brands outside of the telecoms industry.