New Delhi: BSES has partnered with Futuready to provide new-age digital services to its customers. The partnership resulted in developing India’s first-ever 24X7 social media response mechanism for a public utility service that handles customer interactions with alacrity and enhances customer convenience in a sensitive environment.
The customer relationship management initiative on social media started because of the changes in the way the customers interacted with the brand. It was with the use of social media that angry customers got a medium to broadcast their respective stories of unsatisfactory customer service to a virtually infinite audience.
Commenting on the partnership with BSES, Amey Asuti, Founder, Futuready Media said, “Our association aimed at delivering social CRM solutions to make sure that customers’ concerns and complaints were addressed quickly and efficiently. The project involved setting up a dedicated CRM team that worked round the clock, integration with Union Metrics, a comprehensive social listening and analytical tool and creating a dashboard that collected all the customer info and measured the TAT to make sure the complainant was responded to as soon as possible.”
“We set up a dedicated CRM team that worked round-the-clock in rotational shifts engaging in social listening and analytics. We also created a custom dashboard that accumulated all the information related to the customer and analyzed the TAT to ensure that the complainant was responded to as soon as possible. This was a process that was both challenging, but equally rewarding,” he added.
The digital analytic indicates that under the new mechanism maximum complaints were received and handled on social media platforms in May, June, July, August and September in 2020 and in March 2021. The innovative system also resulted in a fast response. Nearly 97 per cent of the complaints were answered within 5 minutes.