Improving the Customer Experience with a Unified Social CRM Solution

July 24, 2018
India's Leading Media House

About Our Client

A leading media conglomerate, our client owns multiple local and regional TV channels in India. The network generates more than 30,000 hours of content every year, spread over various genres and available in multiple languages. Every month, the network reaches approximately 720 million viewers and receives over 400 million downloads for their live-streaming app across India and in more than 100 countries.


Business Problem

The client was facing several difficulties in resolving the audience queries made via email and social media platforms. All the responses were automated and lacked the personalization that’s extremely important when dealing with ardent viewers of this leading media house's content.


  • Their social CRM division was transaction-focused and required extensive hand-holding if they were to deal with the viewers in an engaging/interactive manner, which is of paramount importance from a social media perspective
  • The existing internal team was not specific to engaging/interacting with the viewers and was more focused on only responding to viewers’ queries
  • The client’s support service team was not well-versed with the social media domain and therefore was not able to meet the requirement
  • Quality of responses and the support turnaround time needed to be improved

Solutions & Services Provided

  • Performing regular cleanup and maintenance activities at the consumer interaction center
  • Nurturing the relationship with the viewers
  • Identifying new opportunities that aided in developing better cross-sell or up-sell avenues
  • Promoting transparent dialogue and expediting the efficiency of customer interactions


  • Real-time exception-based monitoring
  • Strategical visibility and reporting
  • Personalization of responses
  • Consolidation based on business rules


  • Consumer satisfaction index grew by 2% in the last 3 months
  • Content re-purposing has increased significantly due to better insights into consumer issues and responses
  • Consumer response turnaround time has improved by 13% in the last 3 months
  • More than 50% of cases closed within 5 minutes

Visualization of Project Outcomes


HGS Digital has over 12 years’ experience building digital solutions and over a decade of experience in delivering successful cloud solutions to leading enterprises. We firmly believe cloud computing can fundamentally change the technology landscape and contribute to business success. Delivering the client’s CMS in a fully managed cloud model empowered them to reduce total cost of ownership (TCO) and achieve digital transformation with improved customer experiences.

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