Client situation.
- Major changes in online consumer behaviour due to COVID-19 placed enormous strain on the whole retail and logistics industries.
- Our client faced immediate and sustained pressure with service volumes rising sharply while service teams were forced to work from home and handle queries there.
- Social media grew exponentially creating a significant backlog of customer queries that led to widespread criticism and brand damage – digital NPS was down to -41.
- Internal processes, systems and staff were all strained and exposed in response.
- Executive team required urgent intervention and issues resolution to address critical risks.
Thanks for your work to date – it’s wonderful to see the improvements.
Propel’s approach + actions.
- Guided by an Executive steering committee, Propel worked with an internal Marketing, Service, Digital and Corporate Affairs taskforce to prioritise and resolve key challenges.
- Reviewed technology gaps and constraints to enhance customer experience and remove insight ‘blind spots’ for teams and executives.
- Developed new processes and guidelines to improve team confidence and efficiency.
- Improved social media campaign targeting to limit criticism from detractors.
- Introduced new measures across service and marketing functions to prove social ROI.
I want to thank Propel. You truly have made this a better place and I’m very grateful.
Outcomes delivered.
- Through these changes, our client successfully managed more than 80,000 customer social media queries during the peak COVID period.
- Improved customer sentiment to better than pre-COVID benchmarks.
- Built a robust online reputation management system that provided real-time alerts on key issues for executives and operational teams.