Blog Archives

Twitter Usage – The Eircome Case Study (KPIs)

In this weeks class we talked about Twitter usage for companies and used Eircom as an example as one of their marketing strategies KPI.

Companies are relying more often on the use of Twitter as a customer services tool, it is used to connect with their customers, beneficial for branding and brand loyalty, easier and more common to get feedback from customers about their product or services, it is a free marketing tool and help increase sales. It is also good for sharing company news with your customers and share promotions and offers. Tweets might go viral, therefore creating awareness and is an easy way to spy on competitors.

Background: Eircom is Ireland’s largest telecommunications company controlling over 60% of the fixed line telephony market and 47.5% of the country’s 1.66m broadband subscriptions. Its subsidiaries Meteor and eMobile are both significant players in the mobile communications market.”

Eircom wants to show customers that they listen and respond to them promptly and personally, helping the firm to understand their needs. Their Twitter presence is part of the social media strategy within the organisation. Eircom has integrated their social channels into its marketing and content calendars. Eircom has assigned staff members to monitor social networking sites such as Twitter in order to track and address negative comments and queries made about and to the company.  The social media customer care team consists of four full-time agents, who monitor and respond  in social conversations across all their platforms (Twitter, Facebook, Boards.ie) on a daily basis.

Eircom’s team that are in charge of monitoring social media, are generally working  for queries from 9:00 to 20:00 Monday to Friday, these opening times were arranged based on feedback and demand but are very flexible towards this as Twitter is always on. The social media customer care team have various KPIs to measure their impact, progress and also ensuring a constistent customer service.

The firm has created a self-help centre for their customers and are also working on Youtube videos with tutorials. If a customer is unable to get the response they required  through their self-help centre, then they are put into a new category and will be looked after by their tech support team.  The agents in charge of their Twitter account must address to all responses within 20-30 minutes for each query received. They have realised that 70% of customers who have had interaction with them in the digital world have not contacted their call centres.

  • The @eircom’s team deals with approximately 75 queries and escalations per week through around 320 tweets and direct messages.
  • They use and track all their shortened links for the self-help tutorials and FAQs generate an average of 250 click-thrus to their support forum and website on a weekly basis.
  • They receive an average of 1,200 visits per week on their forums.
  • And a  further 150 queries get resolved on Boards.ie, also on a weekly basis.

Key Performance Indicators (KPI)

KPI CartoonKey Performance Indicators (KPI), also known as Key Success Indicators (KSI), help businesses define and measure progress toward their goals. These must be quantifiable measurements in which results define the success of the business strategy (based on the business priorities).

KPI’s are useful because they reduce the number of decisions that are based solely on instinct or gut feel and make decisions based on objectivity and facts. These quantify the achievement of goals by setting, monitoring and measuring against a target. As businesses grow, it becomes harder to stick to the important achievements that are requered. KPI’s also allow brands to focus on facts when things get out of control.

ICE

One of the problems with KPI’s is that instead of identifying the information that’s needed and subsequently design the most appropriate indicators to assess performance, people often use the ‘ICE’ approach: Identify everything that is easy to measure and count, Collect and report the data on everything that is easy to measure and count and finally End up scratching your head thinking “What the heck are we going to do with all this performance data stuff.

It is recommended to focus on three or four measures that are essential to the business reaching its goals. It is important to keep the number of KPI’s small to prevent distraction. A common mistake is to measure everything when the goal is to measure just one thing that will lead to achieving the successful goal.

To sum up, KPI’s are achievable through the following steps:

  • Be specific: pertaining to the goal of the brand.
  • Make it measurable: for the brand to analise its progress.
  • Make the goals achievable and realistic.
  • Be relevant when directly linking the business and metrics.
  • Consider Time Frame: placing goal achievement in a certain time frame.