Tue | Aug 22, 2017

Digicel aiming higher

Published:Sunday | August 30, 2015 | 8:00 AM
A Digicel customer service representative uses the in-store touch-screen camera to capture a picture of The Gleaner's Norman Grindley as he takes her picture.
Dwayne Tulloch
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Digicel Jamaica is to implement an even more comprehensive approach to its customer care operations in a bid to better serve the evolving needs of its customers as the battle for the telecoms market moves to a new frontier.

According to Digicel, although 94 per cent of consumers already rank its customer service higher than its competitors in a June 2015 survey conducted by Prodatos, it will be raising the bar.

"Our customers are continuously changing and so are their needs," said Digicel's director of customer care, Dwayne Tulloch.

"In order to continue serving our customers effectively, we have to be responsive to those changing needs, and that's why we're making the necessary upgrades to our service. Right now, we're giving customers access to customer care on a number of channels, including phone, email, in-store, online web chat and social media," added Tulloch.

Since August 2015, the company has reported a 10 to 35 per cent growth across its social media platforms, where it says it receives up to 250 queries per day.

According to Tulloch, with more persons opting to use social media as their preferred channel for customer service, this represents a 68 per cent increase in customer queries on social media in the last year alone.

"This growing appetite for social media demonstrated by our customers has led the brand to upskill a number of its customer care agents and implement a team of 45-member team of highly trained professionals to respond to customer queries on its Facebook, Instagram and Twitter platforms between 8 a.m. and 10 p.m. every day," said Tulloch.

 

INCREASED RESPONSE TIME

 

He said this has resulted in a 70 per cent increase in customer response time and rate, based on the company's independent research.

Tulloch said the new social-media customer care unit has also helped to increase operational efficiencies in the company's in-house call centre.

"Because customers have access to so many different channels for customer care, they can always use the one that's most convenient for them," said Tulloch.

"As customers take advantage of channels like our social-media customer care or online web chat, we find that this reduces the traffic to our call centre, so the response time is even quicker and easier. We're very keen on making it easier for customers get in touch with us at Digicel and have their issues solved promptly.

"Providing excellent customer service is one of the key priorities at Digicel and it's at the core of practically everything we do. No matter the size of a business or organisation, impeccable customer service is integral to growth as it keeps your customers happy

and sets you apart from the competition.

"In addition to that, good customer service helps you to create customers that are voluntary ambassadors for your business, and no amount of advertising can top that."

Tulloch said Digicel has also shared its award-winning customer service best practices with agencies of the Ministry of Local Government, and plans are being made to expand this to other organisations across Jamaica.

"Companies have to keep up with the trends when it comes to their customers. Their needs are always changing and you have to stay on top of things by exploring ways to better train your customer service personnel and implement the necessary tools to cover all possible customer care touch-points."