Sky_Customer Journey Mapping- 凯捷咨询Sky客户体验旅程设计管理咨询项目交付件之 BSkyB Social CRM benchmarking.pptVIP

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2017-09-10 发布于江西
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Sky_Customer Journey Mapping- 凯捷咨询Sky客户体验旅程设计管理咨询项目交付件之 BSkyB Social CRM benchmarking.ppt

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Sky_Customer Journey Mapping- 凯捷咨询Sky客户体验旅程设计管理咨询项目交付件之 BSkyB Social CRM benchmarking

This case study was selected to show how Giff Gaff are leveraging the social communications revolution to create a brand new customer interaction model. * The following represent case studies of Sky, direct competitors and related organizations who are innovating in the customer interaction space. The case studies have been collected by researching what each organizations are doing on the Social Web as that is one of the key elements of a 3rd generation customer interaction platform. Particular focus has been given to: - Online Self Service / chatbots etc - Communities forums - Facebook - Twitter - YouTube Each case study has been chosen to reflect a distinct strength or weakness which is referenced in the notes. No one leads the way in all areas. The traditional CRM platforms (marketing / sales / service channels and processes) of each of the organizations in question has not been evaluated. * Summary of 3 key competitors within Telco / Media (some of this information is repeated in the more detailed case studies that follow) * For a company that is often represented as monolithic, slow and lacking innovation, BT have a fairly sophisticated approach to customer care via social media and communities. There is room for improvement (in particular integrating social care to traditional operational CRM), but BT are probably the most advanced in the UK (Telco / Media) and have seen tangible results from their investments. * Virgin Media have also embraced social media and in some respects (e.g. online communities, Twitter care) are further ahead than Sky. However, their foundational CRM platform is weak. * Talk Talk have embraced community forums, but not really social media yet. They also recently opened up a customer experience centre in Soho. * SeeSaw was chosen as a case study primarily to show the potential of crowd sourced product recommendations (e.g. people who downloaded this show also liked this show); and also viral recommendations (e.g. XYZ custome