Case Study

Creating Epic Social Engagement

Industries
Retail
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What We Do

HGS has a team of 60 full-time social care agents (which ramps to 90 agents during holiday time) that provides monitoring, engagement, insights and analytics, and reporting (in English and Spanish) on the following social media sites: Client’s National Facebook Page, 5,000 Local Store Facebook Pages, 20 Puerto Rico Pages, Pinterest, Snapchat, Instagram, YouTube, and Twitter. We provide coverage 24/7/365.

Client Challenge

  • Client receives more than 6-10 million social media mentions a year, and this volume is up 20% year over year. The reality is not all of the mentions require a response from the brand. For example, some customers simply tweet about having visited the store. The business challenge comes down to limited resources.With such large volume, how do you filter through the noise to find the actionable posts?

  • Part of this large volume was coming from 5,000 local store pages, where customers were demanding
    an answer to their question or a resolution to their poor shopping experience. The client wanted their customers’ experience on Facebook to mirror the friendliness of their neighborhood store, and not feel as if they were engaging with “corporate”.

  • In addition to the overwhelming volume, the client also noticed a rise in negative sentiment and social media incidents that were negatively affecting the company’s online reputation.

  • Existing social media efforts were fragmented across the client’s internal teams, and customer care issues were not optimized for resolution. The prior vendor would simply send the customer to an 800 number or an online form, causing a high-effort and negative customer experience.

To enhance social media for improved brand-building and affinity, the client chose HGS for an end-to-end solution.

Solution

HGS teamed up with a leading social enterprise platform as well as with the client’s existing PR agency to provide the ultimate end-to-end social engagement solution. Together the three companies brought the right people, expertise, process, AI, automation, and analytics to address all of the obstacles the client was encountering on social media.

People & Expertise

We hired a team of 60 (with a projected ramp to 90) brand ambassadors who possessed the right skills and talents to effectively engage customers on social media. We put them through an extensive three-week training program covering topics such as: understanding the top contact drivers, how to follow the rules of engagement manual, writing using the brand and local tone voice, spotting a crisis, engaging with influencers, and more. Additionally, we brought on two leaders who possess more than 10 years of social media experience with Fortune 100 brands to help design, run, and operate the program.

Process

Our team put together a Social Customer Care Playbook that includes
best practices from all of our years of experience. The Playbook includes: Rules of Engagement and Best Practices, Process and Workflow, QualityManagement Program, Case Management and Design, Reporting and
KPIs, Ideal Agent Profile, and Training Program. In addition, our Playbookmandated that all customer interactions be resolved in channel, reducing expensive call volume into the contact center. We trained our agents on how to respond with creativity and wit, to ensure our responses were generating likes, shares, comments, and retweets.

AI & Automation

By partnering with a best-in-class social engagement platform, we employed artificial intelligence to filter out non-actionable posts leaving only engage-worthy messages. This tool also leverages rules-based routing and automation to help prioritize the post based on context and keywords and route to the right social care agents or internal teams, whether that’s customer care, marketing, or PR.

PR Partner

Leveraging the expertise of a PR agency, HGS helps protect the brand from any type of viral post crisis, while also amplifying the positive buzz by tapping into influencers and celebrities.

Analytics

Using analytics and a structured tagging system, we decode the voice
of the customer and inform the enterprise on competitors and trends to help make operational business decisions. When a marketing campaign is launched, we track the voice of the customer in reference to the campaign and work in close coordination with the client’s digital and marketing teams to track progress and effectiveness.

Results

  • $1.4 million cost savings by filtering 8.5x more non-actionable posts via AI

  • $729,000 cost savings from automated tagging structure

  • 3X as many posts touched, tagged, and reviewed as prior vendor including owned and earned content

  • 51% more responses than prior vendor including a response rate up to 28%

  • 145,000 likes, shares, and comments from our responses in the first 90 days

  • 9-25 minute response time, well under the goal of two hours