Building the best social customer service programme in its category - The Social Element

Building the best social customer service programme in its category

Client: T-MOBILE

The challenge:

In 2015, T-Mobile brought us in to support their busy holiday season. In a crowded marketplace, the brand made the bet that a human-first approach focused on friendly customer service could be the differentiator which could impact their bottom line.

What we did

We analysed the market and agreed with T-Mobile on a 5 minutes SLA target. Reputation engagement, free form engagement and ongoing training were key to T-Mobile’s success. This required a well defined social media strategy for each campaign we touched, as well as a thorough understanding of the target and the tone of voice, both for Spanish and English as Hispanic social media marketing was key to the success of the brand.

As our partnership grew and evolved, we scaled up rapidly based on different needs and campaigns and once brought on as many as 70 team members to ensure the success of their Super Bowl campaign.

The results

A one month contract turned into a 15 months partnership and led to T-Mobile becoming the fastest, most engaged mobile phone carrier on Facebook. With a response speed 10+ times faster than its closest competitor, T-Mobile was able to turn its brand presence into real brand love.

“OMG - we can't thank you enough for everything you've helped us accomplish.”

Lacey Perryman, Senior Manager, Executive Social Media Care, T-Mobile