Swedish Mobile Operators From a Customer Service Standpoint In Social media

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The use of mobile surf is growing and the traffic from the mobile Web will be bigger than desktop Internet use in 2015. More and more people is surfing the Web via our mobile phones and this is a part of our everyday lives today. Defenitely the key mobile internet feature is the use of social networks. SMS has long been a great tool to quickly update our friends, but today, updates on Facebook, LinkedIn, Twitter and share funny clips on YouTube is a daily habit for many people and we are of course doing this via our mobile phones. So the question is: How well have the mobile operators adapted themselves and their customer service performance to this new online environment?

Quick background for this case study

I called Tele2 because I needed some help to sort out a some questions, and after a couple of minutes hanging in the unfriendly customer tree a polite staff member took the call and helped me out. He told me that I needed to sign a paper and send it over to them via fax or mail. I asked him if I could scan it and send an e-mail because I don’t use fax 2011? The answer was clearly NO. When I hanged up the phone I realized it doesn’t matter if you have nice polite staff members working the phones if Tele2 (Transcom) doesn’t provide their staff with communication tools that are up to date. I mumbled for myself; if I can’t send an e-mail to them, I wonder how they are using the social phone? I then took a decision to ask questions on Facebook and Twitter to Swedens big 4: Telia, Tele2, 3 and Telenor. I have asked them different easy questions, I want to test how keen they are to help me out in social media.

Telia

Respons time: Facebook (4 hours) Twitter (1h)

Engagement: Great work by Telia who asked me questions and they followed through all the way with a link to a contact form on Twitter and they were keen on Facebook to help me. But honestly 4 hours on Facebook is to long.

Tele2

Respons time: Facebook (17 min) Twitter (No answer yet) I sent them an @mention 31th oct.

Engagement: Fast respons on Facebook but the overall impressions is terrible. Both me and Robert have tried to communicate with Tele2 on Twitter before but they haven’t answered.

3

Respons time: Facebook (46 min ) Twitter (10min)

Engagement: I’m satisfied and an awesome quick work from 3, you really did this in a good way!

Telenor

Respons time: Telenor has a Facebook page but they are not interested to listen to their customers because they have turned off the commenting feature.

Engagement: Telenor doesn’t know what it is, or?

Summary of this quick case study

The big 4 have all the stats how their users are surfing the Web with mobile phones, why the heck are they not answering the social phone? Honestly, this is like you only did customer service through traditional mail 2000. We know that companies are trying to calculate the ROI of answering questions on Twitter and Facebook, but when you look through these ROI glasses you are so out of context, because Tele2 you are still not answering my errand on Twitter, and I’m your customer. Period!

Related posts:

1. Part 2: Swedish Mobile Operators From a Customer Service Standpoint In Social Media
2. How To Give Authentic Customer Service And Not Superficial Excuses In Social Media
3. Customer Service In Social Media Is An Attitude Not A Campaign