Canada’s telecommunication industry has been primary controlled by three large corporations. TELUS, Rogers and Bell make up what some call – the Big 3. Alongside this notion and inherent in monopolistic or oligopolistic markets, consumers tend to perceive that they are being overcharged and thus customer satisfaction lowers.

TELUS, however, has been hard at work in changing this stigma. Through a campaign called “Expect More” developed by The & Partnership, TELUS is emphasizing that customers should not be compliant with what the market is offering and should expect more from their telecommunication provides. The “Expect More” campaign that seeks to encourage better customer service is not a recent strategy to the company. TELUS’ culture centers heavily on providing the best customer experience, which has been an internal strategy coined “Customer First” that took place five years ago.

One of the key elements that make social media marketing successful is the ability to create true conversation with the online customer community. TELUS excelled at this during a Facebook exchange with a user called Colton. Colton left a comment claiming that all telecoms were the same. TELUS responded by asking Colton if they could prove him otherwise, and Colton responded, “Have a bear give a walrus a high five in a commercial”. Within 45mins, TELUS uploaded the following video commercial to YouTube. This is a great example of how to utilize social media to generate live conversation with customers and how the content can then be leverage to create high-visibility (viral) marketing campaigns from it.

https://www.youtube.com/watch?v=YWvpuslPenQ

Source: Telus Campaign Urges Canadians to Expect More from Telcos