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Quality of the service

05/13/2016 - 03:30 PM

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Customer promise

Developing the capacity to fully satisfy customers is, for Telecom Italia, a strategic factor for growth. The progressive global digitisation and the dissemination of social media are radically changing the way in which the consumer constructs and manages relations with the brands. Understanding and measuring customer expectations and adopting a culture of continuous optimisation are the drivers that make it possible to offer customers the best possible experience, confirming their central role, to the benefit of economic sustainability, loyalty and positive word of mouth.

Projects developed to improve the Customer Experience and make employees play an active part in developing innovative, effective solutions, include:

  • Customer Journey Lab: the project aims to allow colleagues/investigators to experience the service received by consumer customers first-hand by selecting, purchasing, activating and using services, so as to identify the customer’s perception and the main areas requiring attention/strengths. In 2015, this method was applied to the converging (fixed/mobile - SMART offer) offers, the LTE offer and multimedia services (e.g. TIMSKY, TIMVision, TIMMusic);
  • “Chi-ama Telecom”: a tool used by Telecom Italia employees to channel reports received from customers, friends or acquaintances regarding the fixed line service requirements of consumer customers, of a commercial or technical nature. The project makes employees active participants as the promoters of solutions in the management of customers;
  • The “Listening to Customer Care operators” project: launched to collect the requests and problems experienced by customers by listening to Customer Care operators, optimising the experience of those in day-to-day contact with the customers and who have in-depth knowledge of their needs and expectations, as a further contribution for the identification of opportunities to improve the customer Experience in using the Group services

Since 2012, in full compliance with privacy protection requirements, Telecom Italia has been monitoring “conversations” on the Web regarding quality in the Telecommunications sector, relating to both fixed and mobile communication and the consumer and business segments. This monitoring takes place using a tool that performs a semantic search and analysis of the subjects most frequently discussed on the Internet and analyses the “tone” (web sentiment) of conversations about Telecom Italia and its competitors. The aim is to make a prompt assessment of how customers perceive offers and services, gaining a greater insight into issues to support the business.

Use of social networking in customer care

 

In recent years, the Telecom Italia Customer Relationship Management has been increasingly focused on the monitoring of new digital contexts, identifying the future of assistance, care and loyalty of its customers in the monitoring and management of caring contacts obtained from the social networks (Twitter and Facebook).
In 2010, Telecom Italia launched the Caring on Social Media project to make the most of the opportunities provided by the new web communication channels. Amongst others, the re-engineering of Social Caring has begun, resulting in a revision of processes, the issue of procedures, the development of systems for management, the extension of monitoring times and investments in the training of social caring agents. Thanks to the constant training, the agents know the channel being used and are quick to deal with a report and understand and solve the problems described by the customer, answering with a polite, but not overly formal, tone of voice. Telecom Italia Caring on Social Media seeks to construct a new relationship with digital mobile and fixed telephony customers and strengthen their trust.
In 2015, through social caring, Telecom Italia also offered a single business vision, generating positive sentiments towards the brand and expanding upon the customer base; besides, in August it launched the integration of the Telecom and TIM Facebook pages into the single official TIM page, which boasts 2 million fans, with an extension of the times at which the social channels are manned.
Telecom Italia/TIM, which has always been committed to the development of technologies by which to improve the processes and flows of customer services, obtained recognition for this in 2015, including:

  • the Italian CMMC Social CRM 2015 prize for the skilled, quick response management of particularly large volumes;
  • first place in the classification of Italian telecommunications companies for the “customer service” on Facebook and ninth place worldwide amongst all brands (telecommunications and other companies in the Socially Devoted classification, prepared by the research company Socialbaker during the second quarter of 2015. Being “socially devoted” means answering the many interactions recorded on the social channels quickly, and which now represent a significant volume. More specifically, during the fourth quarter of 2015, TIM managed interactions on Facebook and Twitter with a response rate - respectively - of 87% and 71% (source: Blogmeter).

The digital identity on Social Media
 

The presence of Telecom Italia/TIM on social media considers the social changes seen in the new methods of communication both between people and between people and companies. In this context, the Company systematically and continuously adopts specific communication strategies that are useful to constructing and communicating its identity on the Internet.
In this respect, a digital communication model has been developed, which is inspired by the evidence revealed during the insight discovery process, at the basis of a data-driven communication plan. In this way, the most effective channels are chosen on the basis of the reference target and subject matter discussed, the most appropriate times of the day to communicate and the visual guidelines to be used. Moreover, the definition of the content to be communicated does not end with the construction of the content strategy; it is a work that is in continuous evolution, which envisages the monitoring of conversations and their measurement in real time, according to the KPI defined during the strategic phase.
The importance of a data-driven strategy is also confirmed by web monitoring activities carried out in the company. More specifically, the matters relating to telecommunications and the related conversations between users are concerned by specific analyses aimed at detecting the tone of conversations (web sentiment) and monitoring the experience of the customers with regards to the offers and services of Telecom Italia/TIM and competitors, thereby providing input and insight to the business lines.
All this has enabled the Company to consolidate its leadership in the various communities that have been created in the different social networks (facebook, twitter, google+, instagram, youtube) around the main brands: TIM, TIM Impresa Semplice, TIMvision, TIMmusic, Working Capital, Serie A TIM, Nuvola Italiana, with more than 7 million likers and followers.
For information about the social networking tools available to call centre operators (TUO), see the sustainability section of the telecomitalia.com website.