Case Study: Telkom improves consumer perception on social media with DataEQ

How Telkom changed consumer perception on social media

Telkom, a South African telecommunications provider, faced a significant brand perception crisis at the start of 2020, performing below its competitors. As consumer demand for online services grew, the company needed to understand its digital-savvy customers' true voices to change outdated perceptions and showcase its value. To achieve this, Telkom enlisted the social data and analytics company DataEQ to analyze unstructured online consumer feedback.

DataEQ's solution involved actively monitoring the Net Sentiment metric to gain a real-time indicator of public opinion. Telkom set sentiment targets for the entire business, using the insights to drive strategic decisions and interventions across marketing and customer experience. As a result, Telkom drastically improved its Net Sentiment, exceeding its targets and climbing 38.2 percentage points in three years to become more closely aligned with the industry.

Telkom

Gugu Mthembu

Chief Marketing Officer