Bell Canada: Social Media for Customer Service Improvement Report

This report analyzes the potential for Bell Canada to enhance its customer service by leveraging various social media platforms. It identifies limitations in the company's current customer management activities and proposes strategies to improve customer retention. The report emphasizes the increasing number of social media users in Canada, particularly among the youth, and highlights the importance of utilizing platforms like Facebook, Twitter, YouTube, and LinkedIn. It discusses how these platforms can be used to communicate with customers, promote products, gather feedback, and create engaging content. The report references statistical data on social media usage in Canada and provides insights into effective social media marketing practices, emphasizing the importance of promotional videos and creative content. The conclusion stresses the need for Bell Canada to improve its social media presence for better customer service and overall business success.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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MEMO
Date: January 3rd, 2020.
To: Customer Service Manager of Bell Canada.
From: Name of the Student.
Subject: Regarding the usage of the social media for the improvement of customer service.
It is to inform you that the customer service activities of the company is associated with
certain limitations and that is affecting the success of the company in retaining the customers
in an efficient manner.
Statement of the Problem:
Being a company working in the intensely competitive telecommunications market,
Bell Canada is expected to retain their customers in a professional manner. However, the
company is observed to be largely limited in managing their customer management activities
and that is seen to affect the capability of the company in retaining their customers in a
professional manner.
Statement of Purpose:
The company has the capability to utilize their excellent presence in various social
media platforms for the desired improvement in the customer management services.

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Scope of Work:
The company has achieved excellent strength in presenting themselves in different
social media platforms such as YouTube, Facebook, Twitter and LinkedIn. Along with that,
the company has the expertise of creating marketing content through the blogs that they
create. Hence, it is understandable that the usage of these social media platforms has the
potential to help the company in managing their customer service activities.
Discussion:
(Information: Number of social network users in Canada from 2017 to 2023 (in millions))
(Information Courtesy: Statista.com)
With a detailed focus on the number of the social network users in Canada, it is
understandable that the number is continuously increasing. At the same time, the participation
of the youth in the social media platforms has increased rapidly as well. Being an established
company working in the telecommunications industry of Canada, it is evident that the youth

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customers are the main target of the company and in such situation the increased participation
of the youth in different social media platforms will certainly be a massive boost for the
company in utilizing their social media presence in a professional manner. From the statistics,
it is visible that the number of social media users of Canada in 2017 was 25 million and that
in the year 2020, reached to 26 million. Having said that, the growth in the numbers of social
media users of Canada is expected to rise only and that is prominent with the estimation of
27.1 million users in the year 2023.
(Information: Social network penetration in Canada from 2017 to 2023)
(Information Courtesy: Statista.com)
On a different point of view, the percentage of Canada’s population, using different
social media networks, has also changed in a significant manner which is evident with the
above mentioned statistics. In the year 2017, 68.2% of the total population of Canada were
seen to use different social media networks which increased to 68.8% in the next two years.

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The growth in the percentage of population using the social media networks is estimated to
increase only and that is evident with an estimation of 70.3% of the entire population of
Canada using social networking sites by the year 2023.
Usage of Social Media:
With an effective understanding of the preferences of people of Canada towards the
usage of the social media, it is evident that the company requires to improve their usage of
the social media for the desired improvement in the management of their customer services.
The presence of the company in Facebook requires to be used more effectively for
communicating and interacting with the customers regarding the new offers, discounts and
products. In addition to this, the company has the opportunity to demonstrate the physical
structure of their products with the help of still pictures and video streaming. The facilities of
Facebook can be perfect for the purpose of promoting their business through the still pictures
and videos (Agnihotri et al.). On the other hand, the company has the capability of utilizing
their Twitter handle for communicating regarding the news of products and services to the
customers. Along with that, the infrastructure can also be used by the company for interacting
with the customers of the company for achieving their opinion regarding the products and
incorporating the same in the design of the products for the development of the best seller
products. One of the significant trend in the marketing activities of the companies working in
the telecommunications industry is seen to be the promotional videos and the videos related
to the business activities (Xu et al.).
The streaming of such videos can be efficiently managed through the services of
YouTube and that certainly adds value to the approaches that the company conducts for the
effective management of the customer interactions. Hence, it is understandable that the
professional management of YouTube will be crucial for the success of the company in

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retaining their customers (Ashley and Tuten). Other than this, the creative contents for
elaborating the excellence of products and features of the products to the customers can be
effectively managed through service of the blogs.
Thank you and Hope to see you soon for further interaction on the topic.

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References:
Agnihotri, Raj, et al. "Social media: Influencing customer satisfaction in B2B sales."
Industrial Marketing Management 53 (2016): 172-180.
Ashley, Christy, and Tracy Tuten. "Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement." Psychology &
Marketing 32.1 (2015): 15-27.
Statista.com 2020. "Number Of Social Network Users In Canada 2023 | Statista." Statista.
N.p., 2020. Web. 4 Jan. 2020.
Statista.com 2020. "Social Network Penetration In Canada 2023 | Statista." Statista. N.p.,
2020. Web. 4 Jan. 2020.
Xu, Anbang, et al. "A new chatbot for customer service on social media." Proceedings of the
2017 CHI Conference on Human Factors in Computing Systems. ACM, 2017.