It has been 3 years since I have been running StarHub Community as the social CRM programme director. As I will be moving on, I will like to share my learning and journey of building StarHub Community with all who want to embark on this journey.
Lithium’s Community strategy was touted as the company’s next generation of social media strategy when it was conceived 3 years ago. The landscape was dramatically changing with the advent of social media and the smartphone. The rise of the social customer and social technologies make it imperative for the company to not just cope, but to embrace and take opportunities that arise. In the 3 years, together with other social CRM efforts, StarHub has won three consecutive years of regional awards with Marketing Magazine on Best Use of Social and Advocacy and it also won the coveted global Lythy’s award of Social ROI Titan. It has transformed the company closer to the vision of being a social business where every department and employee is socially empowered. StarHub is also the most Socially Devoted company in Singapore according to Social Bakers.
Some companies put Community under Customer Service or the Customer Experience Management department. We put it under Marketing as the social customer care function was seated within Marketing. A Social CRM function was formed with an overseeing director, a full time Community Manager and a Social CRM project manager. The social customer care for Facebook and Twitter is outsourced to an agency but account related queries are directed back to the call centre currently. It is imperative to have a devoted social CRM project manager who advises on the best practices of social media. Special mention goes to Howard Toh who is not only an excellent community manager, but is a also a social media technologist and an e-business entrepreneur.
The vision of transforming the company into a social business is to make the different departments within the company to be sensitive to the power of the social customer as well as social technologies. Unlike traditional social media, our customers can easily find the same thread of discussion on the Community. The snow balling of the issue on the same thread with hundreds of posts makes it imperative for company executives to respond to the issues raised by the social customers. A greater sensitivity of social media backlash is hence inculcated within the company as a result of the Community.
Contributed by Darren Choo, AVP Social CRM StarHub 2012-2015
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