BEST BUY / TWELPFORCE
28 July 2009
Although many brands have struggled to successfully monetise their presence on Twitter, this hasn't stopped US-based consumer electronics giant Best Buy using the micro-blogging service to establish a new cost-effective CRM (Customer Relationships Management) programme dubbed the 'Twelpforce'.
- Media Type
- Social Media
- Product Category
- Consumer Electronics
- Source
- News
- Tags
- CRM
- Social Media
Reserve judgement of this name, if you will, for a moment or two because the premise of this initiative is actually rather clever...
Employees are encouraged to sign up to become part of the Twelpforce via the company website, after which they will then be expected to post in response to customers with queries or complaints. The site also contains info on why Best Buy is so keen to be involved in this space, and how best to deal with customers on Twitter. Here are a couple of quotes:
'The promise we're making starting in July is that you'll know all that we know as fast as we know it. That's an enormous promise. That means that customers will be able to ask us about the decisions they're trying to make, the products they're using, and look for the customer support that only we can give. And with Twitter, we can do that fast, with lots of opinions so they can make a decision after weighing all the input. It also lets others learn from it as they see our conversations unfold.'
'When you start, remember that the tone is important. Above all, the tone of the conversation has to be authentic and honest. Be conversational. Be yourself. Show respect. Expect respect. The goal is to help. If you don't know the answer tell them you'll find out. Then find out and let them know.'
http://bbyconnect.appspot.com/tips_and_expectations/
Group-edited blog TechCrunch reports that the service was being tested with around 700 hundred registered employees over the last week, with more signing up every day. Their Tweets will all be sent via the @twelpforce account, and if they incorporate the #twelpforce hashtag they will all be aggregated in a single stream on the same page.
http://twitter.com/Twelpforce
Employees are encouraged to sign up to become part of the Twelpforce via the company website, after which they will then be expected to post in response to customers with queries or complaints. The site also contains info on why Best Buy is so keen to be involved in this space, and how best to deal with customers on Twitter. Here are a couple of quotes:
'The promise we're making starting in July is that you'll know all that we know as fast as we know it. That's an enormous promise. That means that customers will be able to ask us about the decisions they're trying to make, the products they're using, and look for the customer support that only we can give. And with Twitter, we can do that fast, with lots of opinions so they can make a decision after weighing all the input. It also lets others learn from it as they see our conversations unfold.'
'When you start, remember that the tone is important. Above all, the tone of the conversation has to be authentic and honest. Be conversational. Be yourself. Show respect. Expect respect. The goal is to help. If you don't know the answer tell them you'll find out. Then find out and let them know.'
http://bbyconnect.appspot.com/tips_and_expectations/
Group-edited blog TechCrunch reports that the service was being tested with around 700 hundred registered employees over the last week, with more signing up every day. Their Tweets will all be sent via the @twelpforce account, and if they incorporate the #twelpforce hashtag they will all be aggregated in a single stream on the same page.
http://twitter.com/Twelpforce
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