Movistar is a major Spanish mobile phone operator owned by Telefónica Móviles. It operates in Spain and in many Latin American countries. It is the largest carrier in Spain with 22 million customers (cellphone services only) and 41.58% of market share.
How is Movistar using social media to engage customers and provide customer service?
After just getting started, Elena says that they have a lot to learn about providing customer service through social media. At the time of the interview, Movistar Spain is focusing on Twitter, once they master that media they plan to move into Facebook and Tuenti.
How many people are on the team?
Two people handle all interactions: one person is 100% focused on customer service and the other on service, expansion and content creation. This team solves every customer contact possible within a basic knowledge base and sends any complex questions to the backoffice support team.
What tools do they currently use?
The tool currently used is HootSuite, which is fine for the volumes they are seeing, though they are evaluating the need to move to a more integrated CRM tool in the near future.
Do they only respond to at mentions on Twitter or do they monitor mentions of the brand in conversations as well?
They focus mostly on Direct Contacts and Mentions, but they monitor everything and respond where necessary, including use of the company name without “@”.
Is there a hierarchy used when responding or do they go in chronological order?
Generally response is handled in chronological order unless there is an urgent request such as a line going down. In such cases they attempt to solve the issue asap.
What advice would Elena give to a company looking to start providing customer service through social media?
Before starting, businesses must define: work flow, people involved, responsibilities of each person and, if possible, the volume of information to expect. Recommended team is smaller, with ease of communication between members. Before launch, Movistar spent a good deal of time “listening” on forums, blogs, Twitter, Facebook, etc.
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