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3,000 customers a day

Ziggo has the second biggest customer service team in the Netherlands, right after another client of ours: Dutch Railways. This does not surprise many people, because since the UPC merger, they service an average of three thousand customers a day through social media. To respond to all those social media messages, Ziggo uses Coosto. In this article, team leader customer service Elvis Demuš explains how they service their customers.

Workflow

Does every client get the same treatment online? Elvis vigorously nods his head. “We operate in a sector in which people usually only contact us when they’re having problems. And we simply have to solve them. However, we give more priority to messages mentioning @ziggowebcare than mentioning #ziggo, because those generally discuss more urgent matters. Furthermore, corporate communication wants us to protect Ziggo’s good reputation. They want us to monitor influential people with more care, which is custom for larger companies.”

“Although there is a difference in priority between Twitter mentions and hashtags, we don’t prioritise on platform. Questions via Twitter and Facebook deliberately enter our Coosto inbox via the same feed. However, messages on our Facebook wall are shown in a different column than comments on our marketing posts, because dynamics are different. Many replies on marketing posts are meant to be positive and funny, so I’ve chosen service agents with a talent for linguistics to write the responses. Naturally, I want to put my team’s  individual qualities to use. My team should be flexible though, because a marketing post about the Walking Dead also receives comments about broken WiFi connections. The agent should be able to forward such a message in just a split second. For that, we use Coosto Macros. When we think corporate communication should attend to the message, we include labels, write a memo and send it to the right person with just one click.”

 “To ensure that every client has its own service agent, we use Coosto Cases. That means that if an agent asks a question back, the customer’s response will only enter his or her inbox. This makes it more efficient and time-saving, because the agent already is familiar with the case at hand. I genuinely believe that there is no other tooling at this time that can meet all our needs and requirements.”

Merger with UPC

In 2015 Ziggo merged with UPC. Elvis Demuš: "We worked in two teams, with two procedures and with two toolings. So we levelled the procedures and intensively tested them on efficiency. We internally and externally compared the toolings and Coosto came out on top. One of the important benefits of Coosto was the integrated monitoring and engagement module. We wanted to distinguish the online authors as an original client of Ziggo or UPC. In Coosto, we can immediately see if someone asking a question originally bought from Ziggo or from UPC.”

"This was not their only USP. We did not only look at our present needs, but also took into account the distant future. That produced a long product wishlist. Coosto is supporting us very well in this.”

Metrics & Forecasting

Metrics are important for Ziggo, maybe even more than for other companies. "We report a lot, numbers are very important for Ziggo. It enables us to concentrate on the bigger picture. For this, we use KPI reports, but also realtime dashboards. We put up tv screens that narrowcast Coosto data everywhere throughout the customer service office. It’s not only a nice-to-have, but the Network Operation Centre also uses them to signal malfunctions in our network. When they read the word “storing” in the topic cloud, they immediately start to investigate.”

Lastly, Elvis Demuš uses Coosto to forecast the manpower needed for customer service as well. “Social will of course always be hard to predict, but Coosto’s heatmap helps us to forecast a rush. We get such reliable forecasts, that I can schedule my team’s working hours based on the heatmap.”