An analysis on negative comments of the facebook contents of Banglalink Digital Communications

Abstract

Banglalink is the second largest telecom company in Bangladesh. PR and Communication is responsible for designing and developing all promotional materials for the marketing of any new product/package and any other activities. They coordinate and work directly with the advertising agency and other vendors. As a part of Banglalink‟s PR and Communication team I had access to Banglalink‟s social media pages. Social media especially Facebook now a days, is very effective medium for communication. Thus it is possible to identify what a customer wants from the company or what problems they are facing by analyzing the Facebook comments they make. This purpose of this report is to identify negative comments‟ patterns on Banglalink‟s Facebook page, the problems which are leading to negative comments and what should be done and how it should be dealt with. People only make negative comments because they are facing some problems. If these problems can dealt with in an effective way, the number of comments will be fewer improving the customer experience which may lead to better performance of Banglalink‟s Facebook page. For this report I analyzed and discussedwith to senior managers in Banglalink to get necessary information I need to conduct my study. Judging from the comments it seems although there are above negative comments, the topic the users are complaining about mostly are as follows: network, internet speed and internet pack price. Other than that there are so many queries made on different value added services that Banglalink offers which are replied by the Customer Care Department (CCD) through Banglalink‟s official Facebook page. CCD can play a major role here to customer experience by replying to positive comments as well, currently they only reply to negative comments and queries. This will encourage the fans to make more positive comments. Network needs to be improved and more network related offers like “Minute back on Call Drops” should be introduced. Customers should be properly notified why and the internet is not performing as expected and given incentives to improve customer experience. Banglalink could also introduce internet packs with lower speed and/or less validity which will allow them to charge lower prices for the internet and meet the customers‟ needs who are looking for more affordable internet.