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#brand #FAIL :(
poor customer service :(

Indian Brands on Twitter

How is their Social Customer Service?
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Abstract
Social media is dramatically altering the customer service landscape. With easy access to real-time information, a new generation of always-on consumers has been empowered and are more demanding than ever before. This trend is on the rise as social media proliferates, both online and on mobile, across all age groups and demographics. To build trust and brand loyalty in this rapidly changing environment, companies must develop a social media customer service strategy that is responsive, proactive and engaging in order to address customers needs.

Objective
The purpose of this research is to investigate the extent to which social media customers to post and resolve their complaints are currently using micro-blogging sites like TWITTER. Specically within the context of the customer complaints, the objectives of this research are to: Identify whether Twitter is being used by customers to post their complaints. Explore the volume and variety of complaints from di!erent industries. Investigate perceived outcomes, benets and disadvantages for customers using Twitter. Formulate recommendations for ways in which Twitter could be used more e"ciently to resolve customer complaints by various industries.

Give me my money back !!

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Methodology
5 major industries were researched. (Airlines, Bank, Ecommerce, Fast Food Chain and Telecom) In Total 40 brands had decent conversations on Twitter. Checking for complaints on each brands URL on twitter. The panel was pre-identied as: Twitter users who frequently tweet/are active on social media. Have used Twitter to complain about a specic product, service, brand, or company. At least 18 years of age. Identifying keywords for complaints Measuring the responses of brands. Date Range of data [7th April to 25th April] *Only brands which has signicant complaints were taken into consideration.

Brands Researched
Airlines: Air India, Air India Express, GoAir India, Indigo Airlines, Jet Airways, JetKonnect airlines, Spice Jet. Banks: HDFC Bank, Punjab National Bank, Indian Bank, ICICI Bank, Axis Bank, Bank of Baroda. Telecom: Bharti Airtel India, Reliance Communications, Idea Cellular, Vodafone India, Tata Docomo, BSNL, MTNL. Ecommerce: Flipkart.com, Jabong.com, OLX.com, Yebhi.com, MakeMyTrip.com, Yatra.com, Goibibo.com, Redbus.in, Paytm.com, Myntra.com, Shoppersstop.com, BookMyShow.com, Bagittoday.com and Ebay.in Fast Food Chains: Dominos, Mc Donalds, Pizza Hut, KFC, Caf Co!ee Day, and Baskin Robbins.

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Summary Findings
97% of the Brands have Twitter Handles. Nearly half of the respondents expected the company to read their Tweets. Nearly 1/3rd of the respondents received a response from the company about their Twitter complaint. Of those who received a follow-up: 1. 83% said they liked or loved hearing back from the company 2. Only 4% didnt like it or hated hearing back from the company 3. Nearly three in every four were very or somewhat satised with the companys response Of those who did not receive follow-ups: 1. 86% would have liked or loved hearing from the company regarding their complaint tweets. 2. Only 1% would have not liked it or hated it if they were contacted by the company regarding their complaint tweets 3. 63% would not like it or would hate it if the company contacted them about something other than their complaint tweet.

Engage with your customers..

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Complaints Analysis

Telecom 17% Fast Food Chain 15%

Airlines 17%

Chart 1 : Industry Landscape

Out of all the brands researched, 35% of the brands were Ecommerce Brands.

Bank 15%

Ecommerce 35%

Chart 2 : How many brands are responding on Twitter?

Only 35% of brands are actively responding to customer grievance.

Actively Responding 35%

Not Responding 65%

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Chart 3 : Which industries are actively responding on Twitter?

Telecom Ecommerce Airlines Bank Fast Food Chain

0%

43.00% 64.00% 71.00% 67.00% 83.00% 25.00% 50.00% 75.00%

57.00% 36.00% 29.00% 33.00% 17.00% 100.00%

NO

YES

The chart above shows that out of all the industries, Telecom and Ecommerce has higher percentage of brands responding on Twitter. Chart 4 : Industry wise distribution of Variety of complaints

High

Medium

Low

57.00%

33.00% 50.00%

71.00%

67.00%

43.00%

100.00% 75.00%

29.00% 14.00%
Airlines

57.00% 21.00%
Ecommerce

50.00% 25.00% 0%

33.00%
Fast Food Chain

17.00%
Bank

7.00%

Telecom

Where:
High means more than 10 di!erent types of Complaints Medium means 5-10 di!erent types of Complaints Low means below 5 di!erent types of Complaints

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Chart 5 : Industry wise distribution of Volume of complaints

High

Medium

Low

0%
Airlines14.00%14.00%

37.500%

75.000%
71.00%

112.500%

150.000%

Bank

20.00%

40.00%

60.00%

Ecommerce Fast Food Chain Telecom

36.00%

64.00%

50.00%

50.00% 71.00%14.00%14.00%

Where:
HIGH, MEDIUM AND LOW are qualitative assessments of the volume for 2 weeks of time.

The chart shows that out of all industries Airlines and Telecom are the industries with high number of volumes.

poor network connectivity !!

flight delayed

where is my refund !

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CHART 6: Brand matrix chart based on volume and variety of complaints.

Volume

Variety

The chart shows the mapping of brands with respect of the volume and variety of the complaints. SOS ALERTS ! Reliance Communication stands as a brand, which has the highest number of complaints with high variety, but they are not responding e!ectively on Twitter. WINNERS ! JetKonnect, Redbus, Shopperstop and Spice Jet are 4 brands that are actively responding to complaints despite the fact that they have low variety and low volume of complaints. ABOUT TO TUMBLE! Idea and Vodafone are 2 brands, which has high volume and high variety of complaints. Though both of the brands are responding, their social media team are really in sticky spot.

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Detailed Observations and Analysis

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Airlines
Airline customers mostly complain about ight delays, technical issues, fare refunds, ight cancellations, poor food quality, sta! behavior, extra charges for luggage, customer dissatisfaction etc! Brand wise Analysis Inspite of having a presence on twitter Air India does not respond to their customers promptly. Customers are not satised their services. Refunding money policy of GO Airlines is a major issue discussed among customers and reects negatively on the brand. Customers of Indigo airlines are unhappy due to the extra charges for luggage, hygiene issues, fare refunds, technical issues etc. Spice Jet customers are nding their ights less comfortable. with

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Banks!
Banks customers are complaining about issues like poor helpline service, ATM card blockage, non-cooperation of bank executives, loans delayed, poor website service, unsolicited sales calls, technical issues and poor online service ! .

Brand wise Analysis PNB has bad customer service and their online banking services are ine"cient. Major complaints about Indian Bank are about ATM card blockages, and delayed loans. Executives from Bank of Baroda are not cooperative. Customers of ICICI Bank are experiencing ine"ciency in the customer service sections and online banking facilities. Axis bank customers are complaining about technical issues, busy helpline services etc. HDFC has the highest presence on Twitter responding to customer grievance, but the customer seems to be unhappy with the delivery of the services.

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Telecom!
Customers in the Telecom space are majorly complaining about poor networks, no networks, nontransparent deduction of money, ignoring the DND facility, connection transfer failures, slow speeds on net portals, poor 3g services, activation of unwanted services, poor helpline services etc.! Brand wise Analysis Bharti Airtel India is receiving the most complaints about poor helpline services, and very slow speeds for internet and 3G. Customers of Idea Cellular found problems connecting to 3G networks, high tari!s and the long time duration taken for customer complaints on hotlines. Reliance Communications customers are fed up with the poor network, network failures, slow speeds for broadband and 3G and unfair deduction of money. Vodafone customers complained about poor internet speeds, no network, SIM card blockage, technical issues and payment details not being updated on time. Tata DoCoMos customers are unhappy with the non-refund of their deposit money for internet portals and unfair charges for broadband coupled with poor network coverage. BSNL and MTNL are not providing prompt responses for their customers complaints. Slow speeds on the networks made many customers unhappy.

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E-commerce!
Complaints of customers of e-commerce were typically based on delivery service and product quality. Customers of online shopping websites face problems in order delays, quality mismatch, poor packaging, over pricing etc. Customers of online travel and tour operators generally complained about poor online facilities, extra fares, website errors, non-refund policies, technical issues and poor customer service channels Brand wise Analysis Customers of Flipkart.com complained about late delivery, over pricing and quality mismatch. Poor packaging is a major issue for customers of Jabong.com. Customer verication is not done at OLX.com. Unstable pricing policies and invalid gift vouchers were not appreciated by customers of Yebhi.com Mostly customers of Yatra.com complained about assistance delays and poor customer service coupled with poor online service and website errors. Complaints on Goibibo.com and RedBus.in were majorly concentrated around technical issues and inaccurate pricing policies. Invalid gift vouchers and technical issues were very common in Paytm.com and Myntra.com. Technical errors while billing was a major complaint of Shoppers Stop customers. Customers of BookMyShow were unhappy due to hidden charges, and spam text messages. Complaints about Ebay were mostly based on order delays, unavailability of dispatched order information and a poor customer service system.

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Fast Food Chains!

For fast food chains, customers complained majorly about late delivery, poor online service, invalid coupon codes, customer privacy, technical problems, poor customer service, poor taste, unavailability of outlet locations on websites, technical issues, wrong order handling, poor sta! interaction, low customer satisfaction and mechanical failures.! Brand wise Analysis Customers of Dominos experienced problems and complained about late delivery of orders, poor online service, invalid coupons and poor taste. McDonalds customers complained about the unavailability of outlet locations on their website, technical issues, and the poor quality of the sh used. KFC customers found the food very greasy, unhealthy and unhygienic. Pizza Hut customers were dissatised due to long waiting times and slow website service. Machine failure, hygiene issues and unavailability of sta! at Caf Co!ee Day made their customers unhappy. High prices, machine failures and poor sta! interactions at Baskin Robbins led to major complaints.

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Listen, Analyse, Act & Optimize

Dont ignore online complaints !

Recommendation and Conclusions

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Airlines
Air India ' s grievance solving process on twitter is not in place. Customers are hardly satised with their services. Air India should take measures to respond more actively to their customers. Refunding money is a major issue discussed among customers and reects negatively on the brand. GO Airlines should monitor these complaints in an e"cient manner so that they can enhance and maintain a stronger image of their brand. Indigo Airlines do not have their presence on Twitter but customer complaints are there in plenty. Customers of Indigo Airlines were unhappy due to their extra charged on luggage, hygiene issues, money refunds, technical issues etc. These airlines need to improve their sta!s e"ciency and check customer complaints from time to time. Jet Airways and JetKonnect should enhance the quality of the meals and should adopt a proper system for refunding their customers.

Banks
Punjab National Bank and Bank of Baroda should increase the e"ciency of their customer care service. Indian Bank should monitor customers complaints frequently and ensure feedback for prompt service. ICICI and Axis Bank should work further on building up their website services. HDFC Bank should focus on increasing the e"ciency of customer care service.

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Telecom
Bharti Airtel India and Idea Cellular should pay more attention to their network problems, and improvements in their 3G services needs to be urgently addressed. The e"ciency of the customer care service of Idea Cellular and Vodafone India needs to be better. Reliance Communications needs to work upon the speed of their broadband services. Also the speed of internet as per plans should be increased. Vodafone India should concentrate on their technical issues, and ensure that correct payment details reach the customers in a proper span of time. Tata Docomo should try to resolve customers complaints on time, and proper assistance should be given to customers. BSNL and MTNL should work on improving the data speed in their broadband packages of their broadband plans and should take appropriate measures for increasing the e"ciency and e!ectiveness of their respective customer care departments.

Ecommerce
Flipkart.com should check their coupons before delivering them to customers. OLX.com should have a customer verication system in place, so that customers are not misguided by fake posts. Jabong.com should improve the standard of packaging. Yebhi.com should have more stability in their pricing policy. MakeMyTrip.com should pay equal attention to their customers and respond to them within an appropriate time frame. Yatra.com and Goibibo.com need to revise their refund policies. Redbus.in and ShoppersStop.com need to check and resolve their technical issues in time. Hidden charges from BookMyshow.com create a negative e!ect on their brand name. Ebay.com should have a proper information system for tracking items dispatched to customers. Simplify360 Research Report Copyrights Simplify360 2013

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Fast Food Chains

The quality of food at Dominos and McDonalds needs improvement. Proper order handling and delivery of food need to be taken care of. McDonalds and Pizza Hut should raise the e!ectiveness and functionality of their websites. Technical issues at McDonalds, KFC and Pizza Hut should be minimized for prompt service. Caf Co!ee Day needs to ensure adequate sta! availability and proper hygienic conditions at their outlets. Baskin Robbins needs to check for mechanical wear & tear on a periodic basis for smooth functioning.

Conclusion:
This research nds that social media helps organizations check and monitor the complaints about their products or services more e"ciently. An online presence for a brand not only helps them in promotions and marketing their products, but also enables them to check the customers responses. Online presence for any industry helps to get views of di!erent customers on di!erent parameters. An appropriate social media analysis helps brands and industries revise and make changes in their strategic planning as per the market demands. To build trust and brand loyalty in this rapidly changing environment, companies must develop a social media customer service strategy that is responsive, proactive and engaging in order to address customers needs.

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