SA's number one mobile operator Vodacom has seen a 200% increase in total social media queries from customers over the last 12 months.
Because of the spike in the queries, the operator has launched a specialist Social Media Command Centre (SMCC) in Cape Town today.
According to Vodacom, the SMCC is an effective and sustainable solution to the complex and fast-paced demands of digital customer service.
It notes that in order to meet this demand, the company will spend in excess of R15 million on staff, equipment, infrastructure and technology over the next year.
As part of this, Vodacom will assign a centralised team of specialists that can quickly scale up or down to meet the needs of any online customer through optimised skills, systems and processes, it points out, adding that this will strengthen the relationship between Vodacom's social media platforms and its customers.
"The exponential use of social media among our customer base has necessitated the introduction of a specialised unit to service these channels," says Errol van Graan, chief officer for commercial operations at Vodacom.
"Vodacom is moving to where our customers need us to be and we are scaling up our resources to make sure that we are able to respond faster and engage better through social media platforms."
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