27 January 2014
Singapore, 27 January 2014 – StarHub has launched a social media listening lab, as part of its continued dedication to excellence in social media. Called Social Hub, it is a customised platform that empowers the use of social media monitoring to actively listen to and extract real-time conversations about StarHub across Singapore.
"With social media usage on the rise, it is easier for consumers to engage with their favourite brands. Social Hub gives us an overview of our performance in building strong relationships with customers in the social media space. Having the ability to track results on our social media efforts allows us to better address all concerns more effectively and resolve issues for customers more efficiently,” said Mr Darren Choo, StarHub’s Assistant Vice President, Social Customer Relationship Management.
“From deciding when and how to reply to a query or a complaint on Facebook, to tracking where in Singapore mobile, pay TV or broadband connections are affected through location tagged tweets, Social Hub delivers the data we need,” explained Mr Choo. “We are now also able to identify conversation sentiments and to tag customers as brand advocates and potential influencers that complement and assist in CRM management.”
Located within StarHub’s call centre, Social Hub functions similarly to that of a control centre. It was developed to support and further enhance StarHub’s ongoing Social CRM efforts. Categorising and tracking posts, tweets, conversations, images and videos about the brand, powered by Vocanic’s proprietary social insights and conversation management platform, VSocial, Social Hub allows StarHub’s customer service team to make informed decisions instantly while engaging with customers – even if it is to brighten someone’s day with a joke or two.
According to international social media statistics company Socialbakers, StarHub was named the top Socially Devoted Facebook brand in Singapore for three consecutive quarters in 2013. Socialbakers is used by over 250,000 brands and marketers worldwide each month to track their performance on social media platforms including Facebook and Twitter.
StarHub scored a high of 86.29% for social response rates, which is over 9% above the global industry average for telcos. The average response time for StarHub to answer customer questions on Facebook is 6.5 hours, 32.1 hours less than the industry benchmark in Singapore.
“Vocanic is proud to support StarHub’s social media journey every step of the way. In an age where consumers are able to interact directly with a brand, advocacy has become the Holy Grail. With Social Hub, StarHub can now effectively manage consumer satisfaction by tracking and consuming real-time data and proactively engage with their customers – a powerful step in growing advocacy – for the first time in the local telecommunications industry,” said Mr Ian McKee, CEO of Vocanic.