Using technology to drive positive brand sentiment for F&B giant's social media
The client is the world's largest restaurant chain by revenue, serving over 69 million customers daily and the world's second largest private employer. Founded in 1955, they now have over 30,000 restaurants in over 100 countries and are credited with revolutionizing the food industry. They have a very strong brand recognition and use social media to stay relevant in digital times.
A team of over 20 full-time social care agents provides monitoring, engagement and insights on the company’s corporate Facebook handle, 15,000 local restaurant Facebook handles, Twitter handles, and Instagram. They support 18-hour coverage, 7 days a week, in both English and Spanish.
Technology and Machine Learning
HGS Interactive leveraged training and machine learning (ML) to generate customer-level engagement and identify customer issues that need resolution.
HGS Interactive put together a playbook that included rules of engagement, best practices, and workflow, quality management program, case management, reporting and KPIs, ideal agent profile, and a comprehensive training program.
HGS Interactive leveraged rules-based routing and intelligent automation to prioritize the mentions based on context and keywords and route to the right social care agents or internal teams, whether that’s customer care, marketing, or PR.
With technology working in the background to prioritize the most responsive and urgent content, agents were able to increase productivity over 400% YoY. This also allows the team to resolve over 400,000 customer inquiries annually.
Year Over Year Increase in Productivity
Increase in Response Time due to Better Tagging & Content Prioritization
Increase in Non-Actionable Posts Filtered and Tagged via Automation