Read how BT saved £2m in costs and made itself an easier company to deal with by using social channels to service customers.
This case study is part of the #IPASocialWorks initiative, bringing together the IPA, The Marketing Society and MRS, with sponsorship from Facebook, LinkedIn and Twitter, to identify good practice in social media effectiveness and measurement.
The case describes how BT used social media channels to cut the costs of its service operations and make itself an easier company to interact with, which was a key commercial metric for the company as ease of interaction correlated with repurchase and increased spend by customers.