The digital world of RTL/Videoland; how an omnichannel strategy ensures success
RTL is going through a digital transformation, one in which, aside from viewing activities on an actual TV, there is also a huge amount of investment going into viewing on online platforms as well, such as Videoland. RTL’s course of direction is crystal clear: making a difference with stories, that touch the heart. And listening to the customer is even more important.
Online customer service, or webcare, has an important place within the organisation and the feedback that comes in through (online) channels is an important part of the company’s fan-centric strategy. The customer’s voice is of crucial importance and therefore plays a central role within the organisation. We spoke to Angela Muradin, Head of Customer Care at RTL / Videoland, regarding the latest developments and insights into the field of webcare and customer satisfaction research
The importance of media monitoring
Social media is becoming increasingly intertwined with television formats and, along with this, digitalisation is also changing what’s on offer. The proper monitoring of online reporting is becoming more and more important. In 2015, RTL had already made a start on monitoring and online customer service, via OBI4wan. Where media monitoring for corporate communication provides insights into the impact of press releases, sentiment, and important topics related directly to the broadcasting stations, online customer service goes a step further by providing an open and transparent service via social media and messaging channels.
“For Videoland, a monitoring tool can no longer be ignored with regards to online strategy. A monitoring tool gives you, as an organisation, the opportunity to make the importance of social media measurable, also for management”, says Angela.
For many viewers, social media channels are ideal for asking questions, and online customer service is ready and available to answer them, 10am – 10pm, 365 days a year. Service questions are directed to RTL’s social media channels in many different ways, and, via online channels, the viewer can expect a reaction time of less than an hour. RTL now has about 6,000 contact moments per month with viewers via social media and messaging channels.
The ROI of online customer service
In order to measure the result of investment into online customer service, and to increase customer satisfaction, Videoland looks closely at whether or not their customers are satisfied with the kind of service that Videoland provides via social media. In order to do this, Videoland sends an NPS survey directly to the customer once a call has ended. It is the integration between OBI4wan and InSocial that makes this possible.
“We measure satisfaction in different ways, but we find it especially important to know the reasons behind the figures, which is why we always look for answers to the open questions we ask. “
A common question from organisations when it comes to customer feedback: what exactly do you do with feedback and who picks it up? The answer is: make sure that the right information always reaches the right people within the organisation. With narrowcasting screens, RTL brings the results directly back to the shop floor. This makes it immediately clear to employees what the online conversation is about and how the customers experience the service. This provides higher employee engagement and keeps customer experience top-of-mind!
“With the narrowcast we use, we also bring the feedback back to the shop floor. This way the employee can immediately see how the customer experienced the conversation.”
The future of online service — chatbots & AI
Technology advances continue to accelerate and RTL therefore recognises the importance of chatbots and Artificial Intelligence for improving service. By using chatbots for the most frequently asked questions, more than 25% of messages are now handled by bots. An efficiency that ensures that low-threshold questions get a quick response and that employees have more time and attention for the more complex questions.
“We are a platform that runs 24/7. People use our platform at different times, so questions can come in at any time. We notice that the use of chatbots makes a big difference in handling time. For the customer it’s a fast and pleasant experience, and it also ensures that we are still accessible to our viewers, even outside of opening hours “