Selfridges ‘listens’ to online customer comments
By Retail Technology | Wednesday August 6 2014
The department store is using enterprise listening technology to engage with customers online
Premium London department store Selfridges is using listening and engagement technology to gain insight into its customer base by monitoring online conversations about its brand.
The retailer has chosen software from enterprise listening technology company Synthesio to ‘listen’ to and engage with customers online. Selfridges will now be able to monitor and analyse customer comments online on a global basis, including key Asian social networks like Sina Weibo.
Better customer understanding
“By using Synthesio’s platform we will be able to provide even better care online and gain valuable insights that will help us better understand the online and offline experiences of our customers,” said Claire Higgins, head of digital marketing at Selfridges.
Selfridges’ marketing and customer service teams will be able to respond efficiently to customer queries, engage with customers and analyse their online and offline experiences with Selfridges.
Cross-platform eyes and ears
Synthesio’s software monitors and evaluates online conversations across social media platforms, review sites, forums, blogs and the comment sections of newspapers, in 50 languages and 200 countries.
Synthesio’s platform also contains a built-in metric for measuring a company’s online reputation – SRS (Social Reputation Score) – which brands use to benchmark themselves against competitors and measure the impact of their activities.
The agreement with Selfridges follows Synthesio securing a similar brief with Virgin Atlantic last month.
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