Dr. Nicola Millard, Head of Customer Insight & Futures at BT Global Services presented the a fascinating case study on BT’s social media strategy at Customer Experience Tech Fest in 2015. She revealed how BT serves the social customer and shares insights to help you look good on the social dance floor (and avoid getting slapped!). BT is the UK’s biggest broadband and mobile phone provider. Their consumer division serves 12 million customers, and there are about 100,000 customer contacts coming through the contact centers every day. About ten years ago, when social media was still in its fledgling stage, BT worked out that there were people talking about them on the new social media channels, and they decided that that needed to find out what was being said – it was time to get onto the social dance floor. That first decision, ‘should we get onto social media?’ was not taken lightly. As a company or brand BT realized that you do need to be in the social media space to some extent, but there’s no need to rush onto the dance floor. BT’s Debatescape Program BT utilized a program called Debatescape to great effect. This program watches Facebook and Twitter and other social media channels, searching for keywords to identify when customers were talking about them. One of the most important things that BT learned in those early days is how seriously people take their communication, and the importance of having excellent access to BT’s products and services. … Continue reading →