How Telkomsel Built a Powerful Social Customer Care System

  • Telkomsel wanted to improve the level and quality of their customer care services as they committed that year 2015 is “Telkomsel WOW! Great Experience” year.
  • 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
  • Telkomsel’s dedication to social customer care has led to their becoming the top Socially Devoted brand for the first two quarters of 2015

Customer image

“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 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.



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,” says Telkomsel’s Andri Wibawanto, VP Customer Care Management at Telkomsel.

To reach such a high level of social customer care, Telkomsel first had to determine which metrics were most important to measure their success against their target of delivering exceptional customer care and customer experience. They choose to focus on response rate, response time, and the quality and accuracy of the responses.



Quick, accurate responses are what customers want, and the ability to deliver this level of service would set Telkomsel apart. In order to ensure that everything ran smoothly, they educated and aligned the three departments interacting with customers on social media: Corporate Communications, Marketing Communications, and Customer Care Management. Sharing information and aligning efforts - breaking down silos, in other words - ensured that there would be no duplication, that roles and responsibilities were clearly delineated, and that representatives could focus on one thing: customer satisfaction from exceptional care.



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.

Challenges

Telkomsel wanted to improve the level and quality of their customer care services as they committed that year 2015 is “Telkomsel WOW! Great Experience” year.

Solution

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

Advantages

Telkomsel’s dedication to social customer care has led to their becoming the top Socially Devoted brand for the first two quarters of 2015

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