In this fascinating presentation, Sharon Reeves shares her experience as Director of eService at BSkyB. Learn how Sky use social media and online communities to support their customer & digital service strategies.

1. Social @ Sky UK
Using social media and communities to support our digital
customer service proposition

2. 2
Why am I here??
• To share our journey
• To learn stuff
• To get your help on
challenges we still have…

3. 3
Before we take the first step…
Source: Oracle, Forrester, HBR
“Our busiest bank
branch in the UK?
Our mobile app on
the 7:15 train to
Paddington”
Ross
McEwan,
RBS CEO

4. 4

5. 5
Sky is growing…
Social @ Sky UK
Sky DeutschlandSky ItaliaSky UK
• Growing number of products, services &
customer base
• Organisational structure and business operating
model is more diverse than ever before
• Integration of Sky UK, Deutschland and Italia
• Voice and data services launching in UK in 2016
• Ever increasing complexity of customer service
processes
• Continue to grow customer demand and
increase loyalty
• Developing the Sky brand

6. 6
‘Digital First’ vision…
Taking our digital customer service proposition to the next level
• Making digital channels the first place
customers go
• Offering faster & more flexible services
• Investing in mobile apps & technologies
• Targeting more than 50% of interactions through
digital channels
• Increasing first time resolution and call
deflection
• Providing proactive service messaging
• Improving our web self service help and support
offerings
Social @ Sky UK

7. 7
Where does social fit in?
Social @ Sky UK
Help & support MySkySky Service App
Promote – Share - Engage

8. 8
Communities and social media @ Sky
Why are they important?
Social @ Sky UK
In 2010, Sky embarked on the first phases of its social service strategy. Sky was an
early adopter of communities and social media for reasons that remain true today:
• Customer communication habits have changed forever
• Enabler for companies to engage, communicate and build better
relationships with customers
• Provides an effective route to promote our brand, products & services
• There is a expectation and demand for customer service via social media
channels
• Power has shifted from businesses to consumers. We need to protect the brand
• Ultimately, how companies answer customers social demands will influence
business KPI’s
• Companies who get social right will reap enormous benefit and gain huge
competitive advantage

9. 9
Sky’s social journey
Social @ Sky UK
- Launch of
@SkyHelpIreland
- Launch of Sky
Community
SuperUser
programme
- Introduction of
tokenised Live
Chat
- Launch of Sky
Community
- Service via
Facebook/Sky
- Setup of
operational
teams
- Launch of
@SkyHelpTea
m
- Launch of
CRISP
moderation
services
- Setup of
Brandwatch
insights &
analytics
- Change of
engagement
model on Sky
Community
- Launch of Sky
Help Youtube
channel
- Introduction of
social response
tool
- Launch of
Voice
Community
- Review of
social service
strategy
- Redesign of
workflow
Management
- Develop
business case
for CRM
integration
- Develop more
effective
relationships
with Product /
Marketing
teams
2010 2011 2012 2013 2014 2015

10. 10
Evolution of social @ Sky
Where do we see ourselves now?
Social @ Sky UK Source:
The Six Stages of Social Business Transformation
Altimeter: The Evolution of Social Business

11. 11
Challenges of social @ Sky
Social @ Sky UK

12. 12
Strategic roadmap
Social @ Sky UK
Improved Relationships Better Conversations Effective Workflow Listening
Reporting & Insights Collaboration Creating a Community Integration

13. 13
A final thought…

14. THANKS…..
Any
questions?