Belron is the world’s largest dedicated vehicle glass repair and replacement company. A truly global company, Belron has 25,600 employees, and operates in 34 countries across five continents.
The company’s strategy has always been to deliver profitable growth in a responsible way, and listening to the customer’s voice certainly falls into Belron’s definition of responsibility.
Unifying Business Units
Belron needed a tool that would deliver quick, accurate data aggregation and flexible reporting options across geographies and internal departments, as well as derive much deeper, more granular insights into the effectiveness of their own social media activities. In addition, Belron wanted to be able to benchmark share of voice metrics and sentiment against local competitors in each region all within a unified platform.
“To succeed, we felt that all of our customer care and marketing teams should use a single platform that served all of our listening, analytics and engagement needs. If all regions maintained consistent use of the platform, then we would be in the position to share strategies, compare results and collaborate on best practices across all regions” said Felix Billson, Group Social Media Manager at Belron.
As Felix explained, “We knew there was valuable insight to be gained from the global social landscape that we operate in, but we previously had no ability to scale and leverage this intelligence into tangible strategic actions at a local level.”
Bringing Social Media into a Single View
The Tracx social media management platform (SMMS) empowers agencies and brands with a highly advanced set of business analytics solutions to grow revenue and deepen customer relationships through the social web.
Belron implemented Tracx globally, uniting five regional business units and employees with various job roles and levels of accountability. Tracx provided Belron with a customized configuration that enabled users to listen, analyze and gain specific insights for each business unit, by location, language and time zone. Belron customer care teams use listening and engagement features to monitor social streams and respond to customers in real time, as well as track and report on their activities. According to Belron, with consistent usage of Tracx across Belron’s regions worldwide, they now have a solution with global uptake that is the first of its kind in their business.
From the very beginning, Belron was impressed with Tracx’s execution of the system implementation, and training scaled from 5 trial accounts through to 25 fully active business units accounts. The system usage was expanded from 25 users to 82 within 6 months.
Another achievement was consistent system usage across Belron’s regions – as measured monthly by user- session reports.
“With the global insights we get from Tracx’s analytics and reporting capabilities, we can better promote collaboration, present a unified brand message, and share best practices across the group.”
Each region now has visibility of all activity across their owned media accounts over all social networks (e.g. Facebook Twitter). Belron is able to benchmark performance by network, region and campaign. The company can also formulate and deploy effective engagement and advertising plans, thanks to the analysis and insight gained via Tracx. They can identify and engage with key opinion leaders across a diverse range of industries resulting in fifteen times higher organic reach and engagement, as well as increasing positive brand experience measured through sentiment.
Each business unit can provide consistent, comparable metrics and easily share insights and best practice from the Tracx reporting functions.