Case Study: Helping a Telecoms Provider Maintain Market Share Through Ongoing Social Brand Monitoring

A regional teleco provider wanted to create a real-time feedback loop that will enable them to monitor customer sentiment and sector discussions continuously. The brand desired a proactive system to provide instant resolutions to customer issues while simultaneously informing their ongoing messaging and communication strategies.

Research Objectives: Key Questions We Answer

• Brand Perception: How is the brand perceived across different customer segments and regions?
• Market Positioning: How is the brand positioned, relative to other telecommunications providers in the region?
• Competitive Intelligence: How are people interacting with competitors, and what can the brand learn from these interactions? What are the emerging strengths and pain points that the brand can differentiate against?

Our Approach: Ongoing brand tracking with rich segmentation and theme classification   

We captured online conversations and customer feedback from social media platforms, forums, and blogs in three local languages – ensuring comprehensive coverage of the region’s diverse population. The program spans 50+ dashboards and is structured into distinct monitoring streams. This segmented approach allowed for granular competitive analysis while maintaining a holistic view of the market. We have also developed an extensive taxonomy of category and brand-related terms to ensure precise categorisation of conversations, from network quality complaints to billing inquiries to feature requests.

Key Findings and Business Impact 

So far, the program has delivered insights that directly influence the brand’s strategic decision-making. Recurring customer feedback themes have helped refine the brand's messaging strategies, whilst the monthly sentiment overview provides an early warning system for potential crises, so the brand can take action.

The brand is now able to prioritise service improvements and respond to the changing market shifts faster. Finally, the daily monitoring system and custom reporting provide the insights into the hands of the C-suite in a timely manner, meaning the voice of the customer is represented in the highest levels of the organisation.

To hear the full details of this program and to learn more about how Ipsos Synthesio can support your social brand monitoring..