2013 Winner Profile

Mobily Co.

Project Description:
In response to Saudi Arabia's 3,000 percent growth in active Twitter users and other social networking tools, Mobily integrated its CRM system with social networking sites such as Facebook and Twitter to better manage customer interactions and leverage popular social networks as a new self-service channel. Using Twitter APIs to integrate its CRM system with Twitter, Mobily customer service representatives can now correspond with customers directly through their Twitter accounts in order to address complaints, answer inquiries or manage any other requests. By seamlessly transforming a tweet into a CRM service request via a single click, Mobily has experienced a 255 percent increase in customer care team efficiency, has decreased average response times to social networking actions from 4.5 hours to 90 minutes, and has deflected 0.9 percent of calls to social network channels.
Project type:
Customer Service or Customer Relationship Management (CRM), Social Media
Business Functions:
Marketing, Sales, Customer Service or Support
Business Goal:
Customer Impact
Medhat Amer, CIO
Khalid Al Kaf, CEO
Riyadh, Saudi Arabia
Revenue (2012):
$6.0 billion
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