Best Use of Social Media for Customer Service

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6th Annual Shorty Industry Awards Finalist

Safaricom Ltd Kenya

Produced by:

Squad Digital

Date submitted:

Feb. 18, 2014

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Team members: Phillip Ranja - Creative Director, Renee Kamau - Account Manager, Nelson Maina - Copywriter/Community Manager, Asif Khan - Community Manager Lead

About this entry

We are a transformative telco.

When it comes to customer service on Social Media, Safaricom Limited Kenya ranks amongst the top 5 most 'socially devoted' brands in the world and the only telco brand from Africa that can claim to be ‘socially devoted’.

By using real time response to customer queries, buzz-worthy humour and heartfelt moments, live tweets and updates during events such as Safaricom 7s which is followed worldwide, gamification and creative, smart social media campaigns and contests, Safaricom Ltd has managed to remain top of the game year in year out.

We have had campaigns that trended worldwide; case in point #254Selfies, #2013Memes and #Safaricom7s. No other brand from Africa comes close to doing what we do on Social Media. We have earned accolades from our satisfied customers and brought about brand affinity by the use of quirky responses to our equally receptive fans.

Social Bakers have ranked us amongst the top 5 most socially devoted brands worldwide every quarter. That is no accident. Our presence online can be felt across all social platforms - Twitter (over 200K followers), Facebook (over 700K likes), G+, Linked In, Instagram, YouTube … literally everywhere.

We have managed to remain topical amidst all this awesomeness, engaging our fans with the latest info in the tech world, speaking their language and initiating exciting conversations.

We are about creating an organic community of fans, who are then able to interact with each other on our pages.

The case for why this entry should win a Shorty

Telecoms are in the business of connecting people, but we have gone a step further to learn and share knowledge to progress as individuals and as a company.

We are the most socially devoted telco in Africa and amongst the top 5 in the world.
Social Bakers, a globally renowned Social Media research agency, rates our query response time at 29 minutes against the telecom industry benchmark of 817 minutes, and response rate at 92% against the industry benchmark of 75%. We take the least time to respond to customer queries amongst all telecoms in the world.

What has made this possible?
• We are agile. We adopt new technologies before anyone else.
• We integrate offline experiences to online during events as well as in our shops to provide a modern retail experience.
• We have made it our task to guide people in Kenya into the digital frontiers and platforms.

Coming from a country not expected to be much digitally-savvy, we have shown the world that Social Media can be enhanced to empower the customer and connect with them where they spend most of their time.

Our relationship with the customer is not the on-off kind of relationship. We have come up with exciting ways to keep the fire burning.

Word of mouth has gone far. Every newbie on Social Media platforms starts by connecting with Safaricom. They have heard how cool we are, they know we offer assistance in less than 25 minutes, come rain or shine.

Oh, and BTW, we know what we are doing. We will be honoured to accept this award.

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