A tweet from Amitabh Bachchan this January addressing his telecom service provider for help had a rival chiming in offering its services. When Vijay Shekhar Sharma, the poster boy of the cashless economy, mentioned the additional data he got from his operator, a competitor jumped in with a better offer.
Social media platforms like Twitter and Facebook are increasingly being used by companies across industries to interact real-time with their customers. In the telecom industry, where companies are fighting an intense war for market share, these platforms have become a tool to sell products, engage continuously with customers and provide quick response to complaints and demands. At telecom companies, social media teams keep an eye on every feed across mediums for any move by rivals as well as wat ..
“Telcos have forever been dealing with high churn rates and the work of support centres has now been taken over by social media teams,” said Anshul Gupta, the research director at technology research firm Gartner in India. “The power to link business to consumers in sectors like telecom, banks and consumer appliances now lies with these teams who are trained to make sure no error is repeated and tweak the response within the turnaround time.”
For its just launched Airtel Internet TV, the team has self-help videos which are served real time to ensure that the issue resolution happens in the most seamless way possible. Vodafone’s Siddharth Banerjee, the executive vice president for marketing, said his company’s social media team ensures that all consumer queries are tagged and responded in 15-20 minutes.
“We are looking at social media companies of all sizes and candidates are expected to have enough business exposure to know how to reduce operating costs and give better returns for the marketing spends,” said A Ramachandran, a senio ..