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HR Report 2010/2011 - Deutsche Telekom AG

Abbreviations and key HR terms.

16 The Great Experience It is a true success story. With its Facebook and Twitter accounts, Telekom acts as role model in interactive customer service for other DAX enterprises. “Within a few months,” Andreas Bock, head of Social Media Management, reports, “we have succeeded in turning an idea into a completely new, live point of contact with our customers.” Customers have been experiencing the surprise effect since May 2010 – whenever new products come to market, explanations are needed, or there are delays in supplies. Wiebke Sieh, one of the “Twitter colleagues,” confirms: “Even when there are problems, the feed- back from customers on Telekom_hilft, our Twitter customer account, is more positive than, for example, on the telephone hotline.” It‘s simply a matter of not trying to conceal problems but addressing them openly. This, she adds, is almost the most important aspect of Web 2.0 communication with custom- ers. “It’s all more personal and less formal.” And customers can have direct contact with Telekom, without being put on hold. As a result, the Twitter and Facebook activities have proved their worth for Telekom, strengthening its image in the fields of innovation and customer service. Twitter and Facebook – Telekom sets new standards in online customer contact. The Group has more than 50German-language Twitter channels. There are more than 80Telekom Facebook accounts and 20YouTube channels worldwide. The best example: T-Mobile USA reaches more than ten million customers via social media. With our “Social Media in HR” we rank number oneout of 110 DAX, MDAX and TecDAX companies for HR marketing. Telekom among the leading DAX 30 social media companies.