Housing provider Bromford has registered a 560 per cent increase in link clicks, 130 per cent greater social reach and 200 per cent growth in followers following its engagement with SocilaSignIn.
Bromford needed to keep ahead of the evolving needs of its customers, making the transition from providing simple customer service via social media to making the best use of digital to build strong two-way relationships.
Bromford’s communications team had been using social media to broadcast ad-hoc communications for some time, but it was only during the UK riots of 2011 that social media really demonstrated how, when used correctly, it could provide an engaging platform to communicate with tenants and quickly answer incoming queries.
When it started to consider embedding social media firmly into its customer service practices and across multiple teams, some of Bromford’s key considerations included maintaining clear audit trails and compliance across multiple accounts. Ultimately, it needed a solution that could deliver high volume customer service, in a managed way, while still maintaining a personal approach.
Jarrod Williams, communications manager, Bromford, said, “When we were looking at social media management platforms, we initially struggled to find one that suited our particular needs. While we had used other platforms before, we often found they were behind digital trends and didn’t give us that ‘something else’. With SocialSignIn, we knew we had found a true partner who was responsive to our needs and the changing face of social media. Working with the SocialSignIn team, we can continue to streamline and embed social media into customer services and across the wider business.”
From a communications perspective, Bromford now knows which content really resonates with its tenants, as well as the optimum time to post for maximum engagement. With SocialSignIn’s built-in social CRM, Bromford can see detailed social profiles of its audience, with a complete log of past interactions, enabling it to respond to incoming messages in a more personalised way. Bromford’s teams also have the ability to add internal notes and tags to allow other users to see the progress of a query, record important details or detect multiple messages relating to the same issue. With all of this functionality available, Bromford has been able to move away from transactional customer service to providing value and having human conversations.
Bromford has now built an active social community, providing valuable content which helps inspire tenants ‘to be the best they can be’, while SocialSighIn helps them remain protected from potential social crises. With SocialSignIn, each user has their own account, encompassing a full audit trail, approval processes and comprehensive user and team permissions.
Williams said, “SocialSignIn has helped us to start bringing our social customer service vision to life. We have bold plans for the future and believe that we have found a platform that will keep up with our rate of change and that of our audience. We are no longer just ‘managing’ our social activities, but building meaningful relationships with our tenants.”