Today, many opinions and impressions about the services and products of companies are spread on social media, where anyone can freely express their voices. Following and supporting these activities is now a major proposition that companies need to address. SKY Perfect Customer-relations Corporation (SPCC) has been tackling this task with a strong collaborative relationship with BELLSYSTEM24. They started the operation of Twitter (now rebranded to X) active support since June 2022, which provides customer support not only through call or email but intently through social media as well, to improve customer experience (CX) and the brand image of Sky PerfectTV!.

'Under the strengthened partnership, the two companies launched a new initiative to establish the X (formerly Twitter) Active Support operation starting from April 2022.

"It all began with a discussion we had with BELLSYSTEM24 during the course of our business. We explored ways to enhance our operations by leveraging the expertise and human resources available at the center. We believed that if the customer center could respond to opinions and concerns expressed on Twitter (now X), it would enhance the CX. Additionally, we assumed that making good use of social medea to strengthen non-voice operations would also lead to a reduction in calls," said Mr. Suzuki.

After the decision to implement the measures was made, there was only one month to prepare for the operation-launch.

According to Mr. Suzuki, "The success of the agents' operations on-site relied heavily on our ability to effectively plan and execute during this preparation period. BELLSYSTEM24 was very instrumental in working with us to design operations and tasks that would be easy for the agents to implement."

To achieve this goal, SPCC, SJC, and BELLSYSTEM24 collaborated to address the following four actions.

The initial step was to establish the infrastructure and operations. For this purpose, we conducted our own research on Twitter's algorithm at the time and aimed to construct a system that would allow for efficient detection of posts. We streamlined the procedures for agents to check and respond to posts, creating an environment that fosters productivity. Additionally, BELLSYSTEM24's extensive knowledge and techniques were utilized to accelerate the establishment of the system. These preparations were made possible through discussions held among JSAT, SPCC, and BELLSYSTEM24.

The second measure entailed developing an agent manual. Since not all communicators were frequent social media users, we refined the manual to encompass operating regulations, processes, and vital information regarding the utilization of Twitter, including its layout, good conduct, and usage protocols.

Creating templates for replies was the third measure we focused on. We designed templates for the reply text by referring to the FAQs gathered through diverse customer service channels including phone, LINE, chat, and email, along with Twitter posts from users reporting issues.

And the final step was agent training and education. We provided comprehensive education on operational procedures and precautions using the manuals and templates we created. This enabled them to efficiently engage in Twitter operations.

It was only through the strong collaboration of the three companies that we were able to complete these initiatives in just one month and get up and running quickly.

However, Mr. Suzuki recalls that they encountered a hurdle right after beginning the operation. "Initially, we had strict criteria to only respond to posts related to issues users encountered with SKY PerfecTV! Consequently, we were struggling to find posts to reply to." With this in mind, we gradually developed a plan to broaden our response scope while operating the site, and we continuously reviewed our response criteria."

Now that a year has passed since X (formerly Twitter) Active Support began operations, Mr. Suzuki said, "Outsourcing X operations for the first time is a significant accomplishment for our company." He added, "Building on this success, we aim to advance operational efficiency by outsourcing our other multiple social media accounts."

In addition, Mr. Nishio and Ms. Nakamura also mentioned future prospects.
"With the current expansion of broadcasting services and other channels, SKY PerfecTV!'s main challenge for the future is to grow its subscriber base. It is our expectation that BELLSYSTEM24 will continue to work with us on initiatives to achieve this goal," said Mr. Nishio. And Ms. Nakamura added, "Our goal for the future is to strengthen and expand non-voice operations, maximizing customer contact beyond phone support and becoming a brand that is supported by people of all ages. We aim to maintain a strong partnership with BELLSYSTEM24, with the hope that they will continue to provide proposals to ensure the best possible service on SKY PerfecTV!."