Best Use of Social Media for Customer Service← Go back to category
Support at the Scale of BlackBerry
Research in Motion
Feb. 13, 2012
- Customer Service
About this entry
How do you provide support to 75 million BlackBerry customers worldwide? With a strong, integrated and dedicated presence in social media, BlackBerry support channels were built to meet each and every customer’s needs in order to ensure they always get the best from their device. To accomplish this, BlackBerry social support has not only grown their English-speaking channels by more than 300%, but has also successfully entered new markets such as Spanish- and Indonesian-speaking regions. Armed with a content framework that allows them to scale resources, support existing customers and even engage with those considering device purchase, BlackBerry is a brand that recognizes the value of social customer service and will continue to grow and evolve based on what their customers are looking for.
The case for why this entry should win a Shorty
BlackBerry’s social support channels are an important part of a larger social media ecosystem that directs customers to the appropriate platform based upon their needs. The brand’s official Twitter handle, @BlackBerry, works closely with @BlackBerryHelp to engage customers and ensure they receive first class customer support. As the brand has expanded into international markets, BlackBerry is making a push to deliver the same integrated experience to its non-English-speaking customers.
In April 2011, RIM launched the new BlackBerry Support Forums, which feature dedicated communities for customers in Indonesian and Spanish speaking countries. As a result, BlackBerry social support broadened its global presence, as evidenced by rapid growth of the Spanish and Indonesian Twitter handles, @AyudaBlackBerry and @BlackBerryBantu. After the launch of the new Support Community, @AyudaBlackBerry increased its new follower rate by 40% and @BlackBerryBantu doubled in size in less than six months.
In addition to developing its international presence, BlackBerry social support has effectively cultivated its English speaking program to provide a scalable experience in solving customer issues. The English-speaking social support channels, which serve as a framework for the global operation, include @BlackBerryHelp, the Community Support Forums and the Help Blog. As evidence of their success, these channels have collectively grown by more than 300% in the past year. Last February, @BlackBerryHelp won the Shorty Award for Best Customer Service, and since then has grown by 113%. Today, with 690,000+ followers, the channel answers an average of 13,300 questions per month and tweets an average of 30 #BBTips per day.
Together, @BlackBerry and @BlackBerryHelp have nearly 1.1 million unique followers. By providing these customers with 30 tips and tricks a day, @BlackBerryHelp generates up to 600 million potential monthly impressions. And as the program continues to expand, so will opportunities to interact with customers on an even larger, global scale.
Links to social support resources:
Help Blog: http://helpblog.blackberry.com/
Support Community: http://supportforums.blackberry.com/t5/General-Support-Forums/ct-p/GeneralSupportForums